Customize it yourself: U S West aims to jump-start value-added features

U S West last week unveiled a package plan that enables a customer to choose up to 16 features to be included with a basic telephone line for a flat rate of $29.95 a month. The new service, called CustomChoice, also allows customers to change, add or delete services without connection charges.

Previously, customers could get four to five services for about the same price, not including connection charges. Even though customers now can get more choices for a lower total cost, U S West officials expect the package to generate more revenue because they predict more sales under this plan.

"CustomChoice greatly simplifies the process of adding or changing phone service features and gives customers the flexibility to design their own service package," said Randy Meissner, vice president of marketing for consumer markets for U S West. "Now, someone simply picks the features that work best and designs his own phone service."

Among the 16 features are call waiting, call forwarding, caller ID, three-way calling, last call return, anonymous call rejection and custom ringing.

Previously, customers generally chose only two to three additional services, so they were paying less than $29.95 a month, said Boyd Peterson, analyst for The Yankee Group.

"This is helping U S West redefine what basic service is," Peterson said. "Rather than offering someone basic phone service and trying to add on from there, they're selling the entire package as basic service."

Customers had asked for packaged features offered at a flat rate, rather than on a service-by-service basis. These features will be expanded in the future.

"We expect to offer additional savings on local, long-distance and Access2 Advanced PCS from U S West in most markets," Meissner said.

Customers who buy CustomChoice by April 3 receive a $10 credit on their first month's telephone bill. Discounts on purchases of U S West paging services, voice messaging and home telephone equipment such as cordless caller ID and Home Receptionist are also available. The Home Receptionist phone enables customers to use soft keys to control calling features displayed on a built-in screen.