Amp'd Mobile
Encyclopedia
Amp'd Mobile was a mobile phone service launched in the United States in late 2005, and shortly in Canada
in early 2007. The company was a Mobile Virtual Network Operator
.
Its primary non-Venture Capital investors were MTV
Networks and Universal Music Group
. The service targeted 18-35 year olds, and was the first integrated mobile entertainment company for youth, young professionals and early adopters, and was, like Helio, a 3G carrier in the US specifically targeting that demographic. Amp'd Mobile offered voice services as well as 3G data services such as wireless broadband based on Verizon Wireless's EV-DO network, text and picture messaging
, Push to Talk
, and over-the-air downloadable applications and content (including Video on Demand) from its Amp'd Live service.
Amp'd Live TV channels, far superior and advanced in image quality than its competitors, included Comedy Central Mobile, MTV Mobile, Spike, Oxygen Mobile, MTVU, VH1, LOGO, UFC TV, Fox News, Fox Sports, Playboy Mobile, Discovery Mobile, History Channel, A&E, Biography Channel, Style, Break TV, E!, WE Mobile, Speed, NBA TV, Girls Gone Wild TV, and Adult Swim Mobile.SU. The TV show Lil Bush aired on Amp'd Live TV before being picked up by Comedy Central
.
partnership with Telus Mobility
. Amp'd managed the marketing and multimedia content, while Telus Mobility handled the billing, customer care, retail aspects, and network.
On August 1, 2007, after noticing Amp'd Mobile's financial problems in the USA, Telus Mobility announced that it would be discontinuing Amp'd service in Canada. Multimedia content was quickly pulled down, but users could still obtain a similar service from Telus Mobility or other providers. A transition period ensured uninterrupted voice and messaging services. During this time, customers were contacted via phone and were instructed to transition to the Telus Mobility network or that of another provider.
Because the Amp'd Mobile phones were CDMA devices, it is very difficult to activate them on a cellular network today. Amp'd Mobile claimed that customers "will need to replace" their phones and service via Telus Mobility at no extra charge with a $300 credit. However, it is still possible to active an Amp'd Mobile Phone with a CDMA carrier.
On March 17, 2008, nearly a year after Amp'd Mobile Canada's debut, Koodo Mobile
was launched by Telus Mobility as their discount MVNO. More importantly, it targeted the youth demographic previously sought by Amp'd. Unlike Amp'd, Koodo does not provide multimedia content. Koodo does, however, offer customizable budget plans for unlimited SMS, MMS, social networking and up to 2 GB of Internet data.
On July 20, Amp'd announced its intentions to sell off all its assets at auction. In addition, Best Buy discontinued carrying the Amp'd post-paid service.
On July 21, 2007 text messages began to be sent to Amp'd Mobile customer phones that stated:
On July 24, 2007, Amp'd website updated its FAQ with potential service disconnection pushed back to July 31, 2007.
On July 31, 2007 Amp'd sent a text message:
Prexar Mobile is now itself out of business, the website is no longer up and running. Prexar Mobile was owned by USA (United Systems Access) Telecom.
who threatened to cut off service to Amp'd if debt owed to Verizon wasn't paid. Amp'd Mobile together with its main creditor Kings Road Investment Ltd. sued Verizon Wireless, seeking a court order that barred Verizon from cutting off service to Amp'd Mobile from its network. On June 22, 2007, an agreement was reached between Verizon, Amp'd and Kings Road to pay Verizon off with cash collateral and allow Amp'd the use of Verizon's network. The settlement was heard in the U.S. Bankruptcy Court on June 25, 2007.
Amp'd indicated an intent to sell off its assets.
On the evening of July 23, the Amp'd website indicated that customer service would no longer be available. The fate of mobile phone numbers for existing customers who have not yet ported to another carrier was still unknown.
On July 26, 2007 Amp'd sent a text message which gave additional information on how bankruptcy will affect its subscribers agreement. The text read as follows:
On July 31, 2007 Amp'd sent another text message:
Verizon has sent a notice to their retailers stating not to activate phones purchased from Amp'd. However some phones are able to be activated by a willing retailer using the hex number rather than the esn which will be rejected by Verizon's registration system. On the Verizon wireless frequently asked questions page it states that any CDMA phone can be activated by Verizon which contradicts the notice sent to Verizon retailers. This can successfully be used as a bargaining issue to have your Amp'd phone activated.
events.
Amp'd Mobile was the title sponsor for the American Motorcyclist Association
(AMA) Supercross
series for 2006 and 2007. Monster Energy
became the title sponsor for the 2008 season. Amp'd was also a personal sponsor of Chad Reed
and other professional Motocross
riders. It was also one of the sponsors of the PBR's Built Ford Tough Series
during the 2007 season; it was also the first year that the BFTS hosted an event in New York City
's Madison Square Garden
, and for 2007 only the event was named the Amp'd Mobile Invitational.
Support was later handled by Sento Corporation, but some time after the bankruptcy filing this support had ended, which had forced Sento to lay off around 200 people in Albuquerque, New Mexico
and Orem, Utah
.
Canada
Canada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
in early 2007. The company was a Mobile Virtual Network Operator
Mobile virtual network operator
A mobile virtual network operator is a company that provides mobile phone services but does not have its own licensed frequency allocation of radio spectrum, nor does it necessarily have all of the infrastructure required to provide mobile telephone service...
.
Its primary non-Venture Capital investors were MTV
MTV
MTV, formerly an initialism of Music Television, is an American network based in New York City that launched on August 1, 1981. The original purpose of the channel was to play music videos guided by on-air hosts known as VJs....
Networks and Universal Music Group
Universal Music Group
Universal Music Group is an American music group, the largest of the "big four" record companies by its commanding market share and its multitude of global operations...
. The service targeted 18-35 year olds, and was the first integrated mobile entertainment company for youth, young professionals and early adopters, and was, like Helio, a 3G carrier in the US specifically targeting that demographic. Amp'd Mobile offered voice services as well as 3G data services such as wireless broadband based on Verizon Wireless's EV-DO network, text and picture messaging
Text messaging
Text messaging, or texting, refers to the exchange of brief written text messages between fixed-line phone or mobile phone and fixed or portable devices over a network...
, Push to Talk
Push to talk
Push-to-talk , also known as Press-to-Transmit, is a method of conversing on half-duplex communication lines, including two-way radio, using a momentary button to switch from voice reception mode to transmit mode....
, and over-the-air downloadable applications and content (including Video on Demand) from its Amp'd Live service.
Amp'd Live
Amp'd mobile's service was built around Amp'd Live, a permanently installed BREW application on all Amp'd Mobile phones, which featured downloadable and streaming video on-demand clips, live events such as Supercross, streaming phonecast radio stations, downloadable content such as games, ringtones, and songs.Amp'd Live TV channels, far superior and advanced in image quality than its competitors, included Comedy Central Mobile, MTV Mobile, Spike, Oxygen Mobile, MTVU, VH1, LOGO, UFC TV, Fox News, Fox Sports, Playboy Mobile, Discovery Mobile, History Channel, A&E, Biography Channel, Style, Break TV, E!, WE Mobile, Speed, NBA TV, Girls Gone Wild TV, and Adult Swim Mobile.SU. The TV show Lil Bush aired on Amp'd Live TV before being picked up by Comedy Central
Comedy Central
Comedy Central is an American cable television and satellite television channel that carries comedy programming, both original and syndicated....
.
Amp'd Mobile Canada
On March 14, 2007, Amp'd Mobile Canada was launched. It was based on a MVNOMobile virtual network operator
A mobile virtual network operator is a company that provides mobile phone services but does not have its own licensed frequency allocation of radio spectrum, nor does it necessarily have all of the infrastructure required to provide mobile telephone service...
partnership with Telus Mobility
Telus Mobility
Telus Mobility is a division of Telus Communications which sells wireless services in Canada on its numerous networks. They currently have three different networks based on three different technologies: CDMA and HSPA+ on its mainstream networks, plus iDEN via its Mike division...
. Amp'd managed the marketing and multimedia content, while Telus Mobility handled the billing, customer care, retail aspects, and network.
On August 1, 2007, after noticing Amp'd Mobile's financial problems in the USA, Telus Mobility announced that it would be discontinuing Amp'd service in Canada. Multimedia content was quickly pulled down, but users could still obtain a similar service from Telus Mobility or other providers. A transition period ensured uninterrupted voice and messaging services. During this time, customers were contacted via phone and were instructed to transition to the Telus Mobility network or that of another provider.
Because the Amp'd Mobile phones were CDMA devices, it is very difficult to activate them on a cellular network today. Amp'd Mobile claimed that customers "will need to replace" their phones and service via Telus Mobility at no extra charge with a $300 credit. However, it is still possible to active an Amp'd Mobile Phone with a CDMA carrier.
On March 17, 2008, nearly a year after Amp'd Mobile Canada's debut, Koodo Mobile
Koodo Mobile
Koodo Mobile is a mobile brand in Canada started by Telus in 2008. Koodo differs from its parent Telus by not requiring a fixed term contract. Koodo offers all its services on a month by month basis. Koodo uses the concept of a Tab which allows customers to build credit towards new phones...
was launched by Telus Mobility as their discount MVNO. More importantly, it targeted the youth demographic previously sought by Amp'd. Unlike Amp'd, Koodo does not provide multimedia content. Koodo does, however, offer customizable budget plans for unlimited SMS, MMS, social networking and up to 2 GB of Internet data.
2006
At the end of 2006, Amp'd Mobile had over 100,000 subscribers. 89 percent of its customer base is on postpaid contracts, and its total average revenue per user is “well over” $100 per month.2007
Amp'd Mobile filed for Chapter 11 bankruptcy protection June 1, 2007. Its subscriber base at the end of the first quarter was about 175,000 customers.On July 20, Amp'd announced its intentions to sell off all its assets at auction. In addition, Best Buy discontinued carrying the Amp'd post-paid service.
On July 21, 2007 text messages began to be sent to Amp'd Mobile customer phones that stated:
Your svc may be disconnected on 7.24 @ 12:01 am. Go to www.ampd.com or contact the location where you activated your service for further information.
On July 24, 2007, Amp'd website updated its FAQ with potential service disconnection pushed back to July 31, 2007.
On July 31, 2007 Amp'd sent a text message:
Ampd svc ends @midnight 8/1. Keep your Ampd phone and get 100 free TXT by switching to Prexar Mobile. For info go to http://www.prexarmobile.com
Prexar Mobile is now itself out of business, the website is no longer up and running. Prexar Mobile was owned by USA (United Systems Access) Telecom.
Bankruptcy
On June 1, 2007, Amp'd filed for chapter eleven bankruptcy. According to court documents, around 80,000 of its 175,000 subscribers were recorded as nonpaying customers. Bankruptcy protection was brought on by Verizon WirelessVerizon Wireless
Cellco Partnership, doing business as Verizon Wireless, is one of the largest mobile network operators in the United States. The network has 107.7 million subscribers as of 2011, making it the largest wireless service provider in America....
who threatened to cut off service to Amp'd if debt owed to Verizon wasn't paid. Amp'd Mobile together with its main creditor Kings Road Investment Ltd. sued Verizon Wireless, seeking a court order that barred Verizon from cutting off service to Amp'd Mobile from its network. On June 22, 2007, an agreement was reached between Verizon, Amp'd and Kings Road to pay Verizon off with cash collateral and allow Amp'd the use of Verizon's network. The settlement was heard in the U.S. Bankruptcy Court on June 25, 2007.
Amp'd indicated an intent to sell off its assets.
Discontinuation of service
Amp'd sent out a text message to all of its users on July 22, 2007 stating that as of July 24, 12:01 a.m. they would be discontinuing all services. This date was later extended to July 31, 2007.On the evening of July 23, the Amp'd website indicated that customer service would no longer be available. The fate of mobile phone numbers for existing customers who have not yet ported to another carrier was still unknown.
On July 26, 2007 Amp'd sent a text message which gave additional information on how bankruptcy will affect its subscribers agreement. The text read as follows:
AMPD MSG:
Additional info about how the Ampd bankruptcy will affect your subscriber agreement is available at
http://chapter11.epiqsystems.com/AMI
On July 31, 2007 Amp'd sent another text message:
Ampd svc ends @midnight 8/1. Keep your Ampd phone and get 100 free TXT by switching to Prexar Mobile. For info go to http://www.prexarmobile.com
Verizon has sent a notice to their retailers stating not to activate phones purchased from Amp'd. However some phones are able to be activated by a willing retailer using the hex number rather than the esn which will be rejected by Verizon's registration system. On the Verizon wireless frequently asked questions page it states that any CDMA phone can be activated by Verizon which contradicts the notice sent to Verizon retailers. This can successfully be used as a bargaining issue to have your Amp'd phone activated.
Sponsorship
Amp'd Mobile was the sponsor of VH1's comedy-skit show: "Acceptable TV." Its name, brand, and mascot "Clarity the Amp'd Mobile Dog" were included in many of the show's skits during the Spring 2007 season. The mascot was actually created as a joke, which was later approved by Amp'd Mobile. Amp'd Mobile also sponsored an up and coming talented beatboxer known as "nemesis" he had downloadable content on the Amp'd Live network where he gave beatboxing lessons and conducted on camera celebrity interviews and red carpet events, he hosted many events for amp'd mobile and was sponsored from 2005 through 2007 Amp'd Mobile was also a prominent advertiser at Ultimate Fighting ChampionshipUltimate Fighting Championship
The Ultimate Fighting Championship is the largest mixed martial arts promotion company in the world that hosts most of the top-ranked fighters in the sport...
events.
Amp'd Mobile was the title sponsor for the American Motorcyclist Association
American Motorcyclist Association
The American Motorcyclist Association is an American not-for-profit organization of more than 300,000 motorcyclists that organizes numerous motorcycling activities and campaigns for motorcyclists' legal rights...
(AMA) Supercross
Supercross
Supercross is a motorcycle racing sport involving off-road motorcycles on an artificially-made dirt tracks consisting of steep jumps and obstacles. Professional supercross contest races are held almost exclusively within professional baseball and football stadiums.-History:Supercross was derived...
series for 2006 and 2007. Monster Energy
Monster Energy
-Distribution :Though it is not widely advertised in the media, Monster receives a large amount of recognition from its sponsorship of various sporting events, including motocross and car racing. Hansen Natural Corporation announced a distribution agreement with Anheuser-Busch in the U.S. and Grupo...
became the title sponsor for the 2008 season. Amp'd was also a personal sponsor of Chad Reed
Chad Reed
Chad Mark Reed AM is an Australian motocross and supercross racer. He is a multi-time supercross and motocross champion. He was taught from a young age as being capable of competing at the sports most elite level. He has proven to be the most consistent supercross/motocross racer in the 2000-2009...
and other professional Motocross
Motocross
Motocross is a form of motorcycle sport or all-terrain vehicle racing held on enclosed off road circuits. It evolved from trials, and was called scrambles, and later motocross, combining the French moto with cross-country...
riders. It was also one of the sponsors of the PBR's Built Ford Tough Series
Built Ford Tough Series
The Built Ford Tough Series is the "major league" tour of the PBR competitions. It is a 30-city event series culminating in the PBR World Finals every year in Las Vegas, Nevada. The top 45 riders of the PBR compete in the BFTS with the rankings determined by points and money won...
during the 2007 season; it was also the first year that the BFTS hosted an event in New York City
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
's Madison Square Garden
Madison Square Garden
Madison Square Garden, often abbreviated as MSG and known colloquially as The Garden, is a multi-purpose indoor arena in the New York City borough of Manhattan and located at 8th Avenue, between 31st and 33rd Streets, situated on top of Pennsylvania Station.Opened on February 11, 1968, it is the...
, and for 2007 only the event was named the Amp'd Mobile Invitational.
Customer service
A major complaint about Amp'd Mobile was its lack of customer service. Problems activating the service and plans not matching those advertised on the company's web site had been reported. Actually getting in contact with customer service seemed to be a large issue. Many customers claimed to have found themselves on hold via phone support for hours, only to be hung up on. Also, instances of mail in rebates being "lost" or never fulfilled had been reported. When you have purchased an order it may get "lost". This, to many of Amp'd customers was a daily routine of known things to happen. Amp'd's customer service was at one point run by ClientLogichttp://209.85.165.104/search?q=cache:p4scX9Mn-mcJ:https://www.hcp.com/news/newsdetails.php/id/5862+ClientLogic+Amp%27d&hl=en&ct=clnk&cd=1&gl=usSupport was later handled by Sento Corporation, but some time after the bankruptcy filing this support had ended, which had forced Sento to lay off around 200 people in Albuquerque, New Mexico
Albuquerque, New Mexico
Albuquerque is the largest city in the state of New Mexico, United States. It is the county seat of Bernalillo County and is situated in the central part of the state, straddling the Rio Grande. The city population was 545,852 as of the 2010 Census and ranks as the 32nd-largest city in the U.S. As...
and Orem, Utah
Orem, Utah
Orem is a city in Utah County, Utah, United States, in the north-central part of the state. It is adjacent to Provo, Lindon, and Vineyard and is about south of Salt Lake City. Orem is one of the principal cities of the Provo-Orem, Utah Metropolitan Statistical Area, which includes all of Utah and...
.