Latest news with #SmartLess'
The Hill
8 hours ago
- Business
- The Hill
Yes, more and more celebrities are entering the phone business. Here's why
NEW YORK (AP) — More and more celebrities are looking to attach their names to your phone. Or rather, wireless services that could power it. From cosmetics to snacks and signature spirits, brands launched or co-owned by high-profile figures are just about everywhere you look today. But several big names are also venturing into the market for mobile virtual network operators — or MVNOs, an industry term for businesses that provide cell coverage by leasing infrastructure from bigger, more established carriers. U.S. President Donald Trump's family was the most recent to join the list with the launch of Trump Mobile this week. Here's what to know. On Monday, The Trump Organization (currently run by the president's sons Eric and Donald Jr.) unveiled Trump Mobile. The company says this new business will offer cell service, through an apparent licensing deal with 'all three major cellular carriers' in the U.S., and sell gold phones by August. Trump Mobile marks the latest in a string of new Trump-branded offerings — which already span from golden sneakers to 'God Bless the USA' bibles — despite mounting ethical concerns that the president is profiting off his position and could distort public policy for personal gain. 'This raises a real question about a conflict of interest,' said Ben Bentzin, an associate professor of instruction at The University of Texas at Austin's McCombs School of Business. As the sitting president, Trump appoints leadership for the Federal Communications Commission — and the family's new phone venture exists under this regulatory authority. All of this sets Trump Mobile apart from other big names that have recently ventured into the wireless business. Still, its launch arrives as a growing number of celebrities tap into this space. Just last week, actors Jason Bateman, Sean Hayes and Will Arnett launched SmartLess Mobile, a name that mirrors the trio's 'SmartLess' podcast. Now live across the contiguous U.S. and Puerto Rico, SmartLess Mobile runs on T-Mobile's 5G Network. Another wireless provider with ties to fame is Mint Mobile. While not launched by celebrities, Ryan Reynolds purchased an ownership stake in Mint in 2019. Mint's parent, the Ka'ena Corporation, was later acquired by T-Mobile in a deal worth up to $1.35 billion. Beyond names of famous people, well-known brands that weren't traditionally in the phone business have also got in on the action over the years — particuarly outside of the U.S., Forrester Research senior analyst Octavio Garcia Granados notes. He points to Walmart's 'Bait' mobile plan in Mexico, for example, as well as Italian soccer club AC Milan launching its own mobile SIM cards for fans. 'The MVNO market is not new,' said Garcia Granados. 'What's new is the development on how it's consumed and the (ease) for brands to launch such plans.' MVNOs have also emerged outside of high-profile brands or launch teams. Bentzin points to Straight Talk and Cricket — which are now owned by Verizon and AT&T, respectively. Still, traditional celebrity endorsements are common across the board. And in recent years, 'influencer marketing' has been 'the fastest growing area of advertising and promotion,' he notes. For Trump Mobile, the pitch seems to be all about having an 'all-American service' while also tapping into the fan base of the president. The company noted Monday that it chose to unveil Trump Mobile on the 10th anniversary of Trump launching 'his historic presidential campaign.' The name given to its flagship offer, The 47 Plan, and the $47.45 monthly fee make reference to the president's two terms. And a mock-up of the planned gold phone on the company's website shows Trump's 'Make America Great' slogan on the front screen. According to the company, Trump Mobile's 47 Plan will include unlimited calls, texts and data through partner carriers, as well as free roadside assistance and telehealth services. It also says the new phone, called the 'T1 Phone,' will be available for $499 in August — but notes that this device won't be designed or made by Trump Mobile. Still, the company emphasized that these phones will be built in the U.S. Experts have since shared skepticism about that being possible in two months. And beyond the future T1 Phone, others stress that a monthly cell service fee of just under $50 is pricey compared to other MVNO options today. 'It's not actual lower pricing. It's really trading on the fan base, if you will, of Trump,' said Bentzin. SmartLess Mobile and Mint Mobile, of course, don't carry these same political ties. And the wireless plans offered by both boast less expensive offerings. T-Mobile-owned Mint advertises 'flexible, buy-in-bulk' plans that range from $15 to $30 a month. Each option includes unlimited talk and text nationwide, but vary depending on plan length and data amount. Mint, founded in 2016, says it started 'because we'd had enough of the wireless industry's games' — and promises to help consumers avoid hidden fees. SmartLess Mobile's plans also start at $15 a month. Depending on the data amount purchased, that base fee can rise to $30 — but all of its plans similarly offer unlimited talk and text using T-Mobile's network. When launching last week, SmartLess underlined that its goal is to help people stop paying for the data they don't use, noting that the majority of data used by consumers today happens over Wi-Fi. 'Seriously, if your phone bill knew how often you're on Wi-Fi, it would be embarrassed,' Hayes said in a statement for SmartLess Mobile's June 10 launch. MVNOs have proven to be attractive acquisitions to big wireless carriers over the years. But whether or not the star factor promises significant demand has yet to be seen for the market's most recent entrants. For the more established Mint Mobile, Reynolds' investment is a success story. The 25% stake that the actor reportedly owned in 2023, when the company announced that it would be acquired by T-Mobile, was estimated to give him a personal windfall of over $300 million in cash and stock. And since that deal closed, Reynolds has remained in his creative role for Mint and as the face of many campaigns — helping the brand continue to attract new customers. It's no surprise that the potential of such business returns might attract other celebrities to make similar investments, Bentzin notes. Still, newer ventures are untested. And 'as the market becomes more crowded, it could be harder and harder to pick off individual consumers,' he added. Beyond a high-profile name, quality of service and what consumers can afford is also critical. 'The competition battleground here is brand and price,' Bentzin said. Still, if the marketing is right and product meets consumer needs, experts like Garcia Granados note that MVNOs can be a profitable business, for both the brands that start them and the telecommunications giants — like T-Mobile, Verizon and AT&T — offering this 'wholesale' access to their infrastructure. As a result, he said, such high-profile ventures become 'a catalyst for others to follow.' ______ AP Business Writer Bernard Condon contributed to this report from New York.
Mint
10 hours ago
- Business
- Mint
Yes, more and more celebrities are entering the phone business. Heres why
NEW YORK (AP) — More and more celebrities are looking to attach their names to your phone. Or rather, wireless services that could power it. From cosmetics to snacks and signature spirits, brands launched or co-owned by high-profile figures are just about everywhere you look today. But several big names are also venturing into the market for mobile virtual network operators — or MVNOs, an industry term for businesses that provide cell coverage by leasing infrastructure from bigger, more established carriers. U.S. President Donald Trump's family was the most recent to join the list with the launch of Trump Mobile this week. Here's what to know. On Monday, The Trump Organization (currently run by the president's sons Eric and Donald Jr.) unveiled Trump Mobile. The company says this new business will offer cell service, through an apparent licensing deal with 'all three major cellular carriers" in the U.S., and sell gold phones by August. Trump Mobile marks the latest in a string of new Trump-branded offerings — which already span from golden sneakers to 'God Bless the USA' bibles — despite mounting ethical concerns that the president is profiting off his position and could distort public policy for personal gain. "This raises a real question about a conflict of interest,' said Ben Bentzin, an associate professor of instruction at The University of Texas at Austin's McCombs School of Business. As the sitting president, Trump appoints leadership for the Federal Communications Commission — and the family's new phone venture exists under this regulatory authority. All of this sets Trump Mobile apart from other big names that have recently ventured into the wireless business. Still, its launch arrives as a growing number of celebrities tap into this space. Just last week, actors Jason Bateman, Sean Hayes and Will Arnett launched SmartLess Mobile, a name that mirrors the trio's 'SmartLess' podcast. Now live across the contiguous U.S. and Puerto Rico, SmartLess Mobile runs on T-Mobile's 5G Network. Another wireless provider with ties to fame is Mint Mobile. While not launched by celebrities, Ryan Reynolds purchased an ownership stake in Mint in 2019. Mint's parent, the Ka'ena Corporation, was later acquired by T-Mobile in a deal worth up to $1.35 billion. Beyond names of famous people, well-known brands that weren't traditionally in the phone business have also got in on the action over the years — particuarly outside of the U.S., Forrester Research senior analyst Octavio Garcia Granados notes. He points to Walmart's 'Bait' mobile plan in Mexico, for example, as well as Italian soccer club AC Milan launching its own mobile SIM cards for fans. 'The MVNO market is not new," said Garcia Granados. 'What's new is the development on how it's consumed and the (ease) for brands to launch such plans.' MVNOs have also emerged outside of high-profile brands or launch teams. Bentzin points to Straight Talk and Cricket — which are now owned by Verizon and AT&T, respectively. Still, traditional celebrity endorsements are common across the board. And in recent years, 'influencer marketing" has been 'the fastest growing area of advertising and promotion," he notes. For Trump Mobile, the pitch seems to be all about having an 'all-American service" while also tapping into the fan base of the president. The company noted Monday that it chose to unveil Trump Mobile on the 10th anniversary of Trump launching "his historic presidential campaign.' The name given to its flagship offer, The 47 Plan, and the $47.45 monthly fee make reference to the president's two terms. And a mock-up of the planned gold phone on the company's website shows Trump's 'Make America Great' slogan on the front screen. According to the company, Trump Mobile's 47 Plan will include unlimited calls, texts and data through partner carriers, as well as free roadside assistance and telehealth services. It also says the new phone, called the 'T1 Phone,' will be available for $499 in August — but notes that this device won't be designed or made by Trump Mobile. Still, the company emphasized that these phones will be built in the U.S. Experts have since shared skepticism about that being possible in two months. And beyond the future T1 Phone, others stress that a monthly cell service fee of just under $50 is pricey compared to other MVNO options today. 'It's not actual lower pricing. It's really trading on the fan base, if you will, of Trump,' said Bentzin. SmartLess Mobile and Mint Mobile, of course, don't carry these same political ties. And the wireless plans offered by both boast less expensive offerings. T-Mobile-owned Mint advertises 'flexible, buy-in-bulk' plans that range from $15 to $30 a month. Each option includes unlimited talk and text nationwide, but vary depending on plan length and data amount. Mint, founded in 2016, says it started 'because we'd had enough of the wireless industry's games' — and promises to help consumers avoid hidden fees. SmartLess Mobile's plans also start at $15 a month. Depending on the data amount purchased, that base fee can rise to $30 — but all of its plans similarly offer unlimited talk and text using T-Mobile's network. When launching last week, SmartLess underlined that its goal is to help people stop paying for the data they don't use, noting that the majority of data used by consumers today happens over Wi-Fi. 'Seriously, if your phone bill knew how often you're on Wi-Fi, it would be embarrassed," Hayes said in a statement for SmartLess Mobile's June 10 launch. MVNOs have proven to be attractive acquisitions to big wireless carriers over the years. But whether or not the star factor promises significant demand has yet to be seen for the market's most recent entrants. For the more established Mint Mobile, Reynolds' investment is a success story. The 25% stake that the actor reportedly owned in 2023, when the company announced that it would be acquired by T-Mobile, was estimated to give him a personal windfall of over $300 million in cash and stock. And since that deal closed, Reynolds has remained in his creative role for Mint and as the face of many campaigns — helping the brand continue to attract new customers. It's no surprise that the potential of such business returns might attract other celebrities to make similar investments, Bentzin notes. Still, newer ventures are untested. And "as the market becomes more crowded, it could be harder and harder to pick off individual consumers,' he added. Beyond a high-profile name, quality of service and what consumers can afford is also critical. 'The competition battleground here is brand and price,' Bentzin said. Still, if the marketing is right and product meets consumer needs, experts like Garcia Granados note that MVNOs can be a profitable business, for both the brands that start them and the telecommunications giants — like T-Mobile, Verizon and AT&T — offering this 'wholesale' access to their infrastructure. As a result, he said, such high-profile ventures become 'a catalyst for others to follow." AP Business Writer Bernard Condon contributed to this report from New York.
Yahoo
11-06-2025
- Business
- Yahoo
Why these actors and ‘SmartLess' podcast hosts want to help you pay less for cell service
The latest celebrity start-up trend is no longer tequila. It's telecom. Actors Sean Hayes, Will Arnett and Jason Bateman — who host the popular 'SmartLess' podcast — are launching a wireless service as an alternative to pricier unlimited data plans from major carriers like Verizon, T-Mobile or AT&T. The decision to start the company, called SmartLess Mobile, came from a simple realization: while industry giants generally push unlimited plans, most people don't actually use that much data. Even if they're glued to their phones. 'Most Americans spend almost 90% of their time under Wi-Fi. Their mobile device very seldom actually uses the actual wireless network,' said SmartLess CEO Paul McAleese, a telecom industry veteran who co-founded the company with the actors. Research published last year by the consultancy group OpenSignal found that most mobile customers spend between 77% and 88% of their on-screen time connected to a Wi-Fi network. SmartLess Mobile offers wireless plans starting at $15 per month for 5 gigabytes of high-speed data, going up to $30 monthly for 30 gigabytes. By contrast, starter unlimited plans from the major carriers range from around $35 to $65 per month. McAleese said he and Arnett started discussing the idea after the actor bought a new phone for his teenage son and was sold an unlimited plan that cost around $70 monthly. (Arnett previously served as a spokesperson for Canadian telecom giant Shaw Communications; McAleese is the company's former president.) 'And (Arnett) goes, 'Geez, it's awfully expensive,'' McAleese said in an interview with CNN. 'And I said, 'Your boy spends almost his entire life under Wi-Fi. He's at home, he's at school … he's never going to be on the network. Why would you buy all that?'' SmartLess Mobile joins a growing slate of celebrity-backed wireless carriers, including Consumer Cellular, with longtime spokesperson Ted Danson, and Ryan Reynolds' Mint Mobile, which was acquired by T-Mobile in 2023. These providers, known as mobile virtual network operators (or MVNOs), lease access to a major telecom provider's spectrum — SmartLess plans will run on T-Mobile's 5G network — and can often charge lower prices because they don't have to manage the physical infrastructure. The services have gained popularity as cell phone technology has advanced. Most phones now have digital SIM cards, making it easier for consumers to switch carriers without having to visit a retail store. And the proliferation of Wi-Fi infrastructure everywhere from subways to restaurants means many people have lesser data needs. If their partner network goes down, MVNOs do risk being the ones customers blame for losing missing service. And limited data plans aren't necessarily for everyone — ride-share drivers and delivery couriers likely use a lot more data than people who work from home or from an office with a Wi-Fi network. But the primary 'uphill battle for any MVNO is to stand out in the space,' said Jeffrey Moore, principal at wireless industry research firm Wave7, because the industry giants have much more name recognition. Major carriers also entice customers with deals on new phones, which they practically give away for free if consumers join their network. Smaller carriers 'have to stand out either in terms of offerings or in terms of marketing,' Moore said. That's where celebrity endorsements come in. SmartLess already has a significant built-in audience; the podcast ranks among the top 20 most popular shows on Apple Podcasts. And Arnett, Hayes and the SmartLess podcast have more than 2 million combined Instagram followers. 'Whether by luck or by design, they also have a brand name that has both 'smart' and 'less' in the name,' McAleese said, 'which, if you're going to be a challenger brand in this day and age, those are two pretty good head starts.' The team plans to start discussing SmartLess Mobile on the podcast in the coming weeks, he said. And the SmartLess hosts' involvement in the new carrier goes beyond typical celebrity endorsements, McAleese said. Hayes, Arnett and Bateman had already turned down the opportunity to lend their names to other types of products, and they've been involved in everything from financing to marketing the new company. 'They rely on the category for what is now one of their primary professional pursuits, which is the podcast, this is how people consume their product,' McAleese said. 'These guys are master storytellers, and they have the brand ethos of sort of an honest broker. I think it's just a perfect marriage.' Error while retrieving data Sign in to access your portfolio Error while retrieving data Error while retrieving data Error while retrieving data Error while retrieving data
USA Today
24-04-2025
- Entertainment
- USA Today
Gwyneth Paltrow, 'apartners' and why some people live separately from their spouses
Gwyneth Paltrow, 'apartners' and why some people live separately from their spouses It might be unconventional, but there's plenty of couples out there − even married ones − who opt to live in different places. Some TikTokers have given these couples a trendy new name: "apartners." (Get it? Like, "partners," but "a part"?) People who do this also refer to themselves as "LAT" − or, "living apart, together." Though it may seem strange to some, relationship and mental health experts say it's an arrangement that can work well for some couples, who get along with each other better while living in separate places. Not to mention, it's become more mainstream too. Celebrities like Gwyneth Paltrow and Sarah Paulson have talked about their living arrangements with their significant others, revealing in recent years they live separately from their partners, sometimes in entirely different parts of the country. Who are the 'apart-ners'? Paltrow has shared she and her husband Brad Falchuk live in different houses, and "Abbott Elementary" star Sheryl Lee Ralph has said she and her husband Vincent Hughes live in different states. (She's in Los Angeles, while he's in Philadelphia.) Paulson said she and her longtime girlfriend Holland Taylor also live in separate houses. 'We've been together for a long time now, and I think part of it has to do with (that) we're together when we want to be, and we're not when we don't," Paulson said on the 'SmartLess' podcast last year. In some ways, living apart together be thought of as a more extreme "sleep divorce" − something that's also quite common. In February, influencer Matt Howard revealed he's been sleeping on a mattress in a walk-closet, separate from his wife Abby, something that prompted strong reactions on social media. "This decision that I made was something I had to do just to prioritize my mental health, because I was not OK," Matt said in a video. "I was really struggling. I was feeling awful, and that's why I'm here." A representative for Matt told USA TODAY at the time that he and Abby sleep separately due to his ADHD and anxiety. On TikTok, users have shared their own experiences living apart from their partners. It's not for everyone, but some TikTokers say it works for them and their relationships. "I wish this was like a setup that people told me when I was 20," TikToker @ says in one video. "Living apart together has drastically changed my life." TikTok user @colormeelise shared she and her husband are spending a year living apart. "It isn't about any problems or growing apart," she says in a video. "It's about growth, period." The truth about living and sleeping separately Sleeping and living separately might sound like a relationship red flag. After all, the marital bed is more than just a place where couples sleep and have sex; it's also a time-honored symbol of their very union. Experts, however, previously told USA TODAY there could be practical reasons for it, especially when it comes to sleep health. Many of the "apartners" on TikTok say they still spend most of their time with each other, they just sleep in separate places. Some common reasons for a "sleep divorce" include snoring, restlessness, parasomnia, frequent trips to the bathroom or incompatible sleep schedules. It's also a practice that's common: A 2012 survey by the Better Sleep Council and a 2017 survey from the National Sleep Foundation both showed 1 in 4 couples sleep in separate beds. But "there's still shame attached to it for some people because of how taboo the topic is," Dr. Meir Kryger, professor emeritus of medicine at Yale's School of Medicine and author of "The Principles and Practice of Sleep Medicine," previously told USA TODAY. The truth about 'sleep divorce': These controversial married influencers sleep in separate beds Kryger added no couple should feel embarrassed about the practice: "For a lot of couples, sleeping apart can be the best thing for their relationship." Of course, sometimes sleeping separately does spell problems for a relationship. "There are some couples for whom the decision to sleep apart is a sign of something awry in the relationship," Wendy Troxel, a senior behavioral scientist at the RAND Corp. and author of "Sharing the Covers: Every Couple's Guide to Better Sleep," previously told USA TODAY. But Kryger noted, "there's no research that suggests that couples who sleep apart for the purpose of better sleep have any less of a romantic connection than couples who share a bed." Contributing: Daryl Austin and Edward Segarra
Yahoo
05-02-2025
- Entertainment
- Yahoo
Ariana Grande is 'missing a few years' of memories
Ariana Grande is "missing a couple of years" from her life. The 31-year-old singer-and-actress admitted she has a major memory blank in her past and can't remember a lot about a certain period of time. Ariana was talking to host Will Arnett on the 'SmartLess' podcast and the host recalled when they both appeared on a "weird" UK talk show together. But the 'Wicked' star admitted she had no recollection of the appearance and said: "I'm missing a couple of years. I'm super serious from that time. I'm literally missing a few years." Will then quipped her behaviour had been "disgraceful" on the show, but then added: "No, you were great." Another memory the 'Into You' hitmaker failed to recall was inviting another of the podcast's host, Sean Hayes, to a sleepover at her house when they worked on 'Hairspray Live!' together in 2016. The 54-year-old actor said: 'I don't know why I'm remembering this, but one of the cutest, greatest things you ever did — this was around 10 years ago, when we were doing 'Hairspray Live!' 'We were sitting in the make-up trailer and you said to me, 'Hey, there's a few of us going to my house after later on tonight, we're going to get totally wasted and then sleep over, and in the morning my mom's going to make us pancakes.'' Sean admitted he thought the invitation was "so sweet", but declined, telling the pop star: 'Ariana, I am 45 years old!' Shocked, the 'Thank U, Next' hitmaker replied: 'I can't believe that that's how I would have ever said anything ever, and I actually do remember that cast party. That was so funny. … It was a long time ago.' Sean also heaped praise on his "really good friend", Ariana's boyfriend Ethan Slater. Calling her 'Wicked' co-star "amazing", Ariana said: "Yes, he loves you so much." Sean added: "I love him too. Ethan Slater. He's one of the nicest people you'll ever meet in your life. "He did 'Good Night, Oscar' with me in Chicago. And then he was on 'Wicked' and now you guys are dating, and I love that because you guys make a perfect couple."
