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.”
Why these actors and ‘SmartLess’ podcast hosts want to help you pay less for cell service
TruthLens AI Suggested Headline:
"SmartLess Podcast Hosts Launch Affordable Wireless Service to Challenge Major Carriers"
CNN
7.6
TruthLens AI Summary
Actors Sean Hayes, Will Arnett, and Jason Bateman, known for their popular podcast 'SmartLess', are venturing into the telecommunications industry by launching a new wireless service called SmartLess Mobile. This initiative aims to provide a more economical alternative to the expensive unlimited data plans offered by major carriers such as Verizon, T-Mobile, and AT&T. The founders recognized a significant disconnect between the data usage habits of most Americans and the plans they are sold. Research indicates that a large majority of mobile users are consistently connected to Wi-Fi, with estimates suggesting that between 77% and 88% of their on-screen time occurs while they are on Wi-Fi networks. This insight led to the conception of SmartLess Mobile, which offers competitive pricing, starting at $15 per month for 5 gigabytes of high-speed data and going up to $30 for 30 gigabytes, in stark contrast to the beginning prices of unlimited plans that can range from $35 to $65 monthly.
The launch of SmartLess Mobile fits within a broader trend of celebrity-backed wireless services, including well-known brands like Consumer Cellular and Mint Mobile. These companies, classified as mobile virtual network operators (MVNOs), lease network access from major telecom providers—in this case, SmartLess Mobile will operate on T-Mobile's 5G network. This model allows them to offer lower prices since they do not manage the physical infrastructure required for traditional carriers. The rise of digital SIM technology has simplified the process for consumers to switch carriers, making it easier for MVNOs to attract customers. However, competing with established brands remains a challenge, as major carriers often have greater brand recognition and can offer enticing deals on new phones. The SmartLess team plans to leverage their existing audience from the podcast, which ranks among the top 20 shows on Apple Podcasts, to promote their service. According to CEO Paul McAleese, the involvement of the podcast hosts goes beyond mere endorsements; they have been actively engaged in the company's operations, from financing to marketing, ensuring a strong alignment between their brand and the new venture.
TruthLens AI Analysis
The article highlights a new initiative by actors Sean Hayes, Will Arnett, and Jason Bateman, who are venturing into the telecom industry with their company, SmartLess Mobile. This move reflects a broader trend of celebrities entering various markets, particularly telecom services as alternatives to traditional, more expensive mobile plans. The underlying motivation appears to stem from a desire to provide affordable options for consumers who may not need unlimited data plans, as research indicates that a significant portion of mobile usage occurs over Wi-Fi networks.
Market Insights and Consumer Behavior
The founders of SmartLess Mobile have identified a gap in the market where major carriers focus on promoting unlimited data plans, despite most users not utilizing that much data. The data presented by OpenSignal supports this observation, revealing that users spend most of their time connected to Wi-Fi rather than mobile networks. This insight positions SmartLess Mobile as a cost-effective solution, offering plans starting at $15 for 5GB of data, which is significantly cheaper than the unlimited plans offered by major carriers.
Celebrity Influence in Business
The involvement of well-known personalities in launching a telecom service can attract media attention and consumer interest. This strategy taps into the existing fan base of the actors, leveraging their public personas to gain credibility and trust in a market that can often be seen as confusing and overly commercialized. The article references other successful celebrity-backed telecom ventures, suggesting a growing trend that could reshape consumer expectations and choices in wireless services.
Community Perception and Political Implications
This initiative may create a perception that celebrities are becoming more relatable and in touch with everyday consumer challenges, such as high mobile service costs. However, the article does not delve into potential criticisms regarding the commodification of essential services or the implications of celebrity influence on consumer choices. By focusing on affordability, the company might also influence discussions around telecom regulation and policy, encouraging a reevaluation of pricing structures in the industry.
Potential Economic Impact
The launch of SmartLess Mobile could disrupt the telecommunications market, particularly affecting the major carriers who dominate the sector. As consumers become aware of more affordable options, there may be a shift in market dynamics, prompting larger companies to reconsider their pricing strategies. This development could also impact stock prices of these major carriers, as investor sentiment may shift depending on how well SmartLess Mobile performs in attracting a customer base.
Target Demographics
The service appears to target younger demographics who are likely to be more tech-savvy and reliant on Wi-Fi connectivity, such as students or young professionals. By addressing the needs of users who do not require extensive data plans, SmartLess Mobile aims to resonate with a segment of the population that is often sidelined by traditional telecom offerings.
The article serves as a promotional piece for SmartLess Mobile while also highlighting broader industry trends. It positions the company favorably within a narrative that prioritizes consumer needs over corporate profits. The reliability of the information can be questioned given its promotional nature, but the statistics presented lend credibility to the claims made regarding consumer behavior.