After first being launched in 2013 with T-Mobile in order to provide an in-house mobile service brand, it seems Target is preparing to pull the plug on BrightSpot Mobile, following internal employee messages confirming that the chain is preparing to discontinue the brand and service in the next few weeks to focus on expanding BYOD options from more established brands.
Brightspot Mobile ran on the T-Mobile network as an MVNO, though its initial service plan slate left much to be desired against competitors, the key hook that was meant to attract Target customers was a Gift Card for $25 that was to be given out for every six months a customer stayed active with Brightspot Mobile. In practice, customers had many issues receiving their gift cards after the first 6-month period and continued to this day.
A plan realignment last year during the Summer attempted to revive the seemingly moribund brand with improved rates and options along with heavy sales of their entry-level smartphones in weekly ads, but the plan realignment had an unintended consequence in which people began experiencing issues with renewing data access after a new monthly plan cycle.
With the in-store only fire sale, and airtime being deeply discounted in short order, it looks like Brightspot Mobile is coming to a quiet end. The following Brightspot phones are being closed out at Target locations with T-Mobile coverage. All are locked to T-Mobile and may even feature additional discounts at checkout:
- ZTE Concord II – $39.99 (reg $79.99)
- Nokia Lumia 635 LTE $49.99 (reg $129.99)
- Alcatel OneTouch Fierce 2 $69.99 (reg $129.99).
- Samsung Galaxy SIII $149.99 (reg $349.99)