New LGBTQ+ phone service Pride Cell to launch on AT&T network
New LGBTQ+ phone service Pride Cell is preparing to launch across the US, with wireless connectivity powered by the AT&T network.
A new LGBTQ+-focused mobile phone service is preparing to launch across the United States, with Pride Cell confirming that its wireless connectivity will be powered by the AT&T network.
Pride Cell is being developed by Pride Holdings Group in partnership with Perch Mobile, which provides the wireless platform and infrastructure behind branded mobile services. The LGBTQ+-focused service was first announced on September 15, but the network powering it was not revealed at the time.
That has now changed, with Pride Holdings confirming on September 24 that Pride Cell will use the AT&T network for its nationwide wireless service. The company is positioning the upcoming service around connection, community, inclusion and pride.
Pride Cell will not simply put LGBTQ+ branding on a mobile subscription. Pride Holdings intends to connect customers with its wider collection of LGBTQ+-oriented venues, events, entertainment, media and lifestyle businesses through account perks, promotions and loyalty benefits.
The idea is to make a phone subscription an everyday connection with the company's wider LGBTQ+ portfolio. Pride Holdings has been expanding that portfolio across hospitality, nightlife and entertainment, and sees mobile service as another way of reaching customers across the US rather than through individual physical venues.
Perch Mobile will provide the technology and operating infrastructure supporting Pride Cell, while the consumer service itself will use the AT&T network.
There are still some important details to come before customers can decide whether to switch. Pride Holdings has not yet announced Pride Cell's individual plans, prices or a firm date for customer enrolment, with further launch information expected as the service gets closer to going live.
For LGBTQ+ consumers, however, it is an unusual move into a service most people use every day and takes LGBTQ+-focused branding well beyond the more familiar areas of Pride merchandise, nightlife and events.
