Amp’d goes live

Amp’d Mobile debuted online this afternoon, beginning the soft launch of its much-hyped and equally anticipated wireless service through its Web portal.

Sometime after 4 p.m. Eastern Time, Amp’d switched on a Web site called get.ampd.com giving customers their first peek at its data- and multimedia-centric service and rate plans. The launch, however, was accompanied by absolutely no hoopla whatsoever, despite the last few months’ media blitz of announcements about big-name media partners and sponsorships. Celebrities such as Snoop Dogg and media companies the likes of MTV have signed up to promote and distribute their content over the new platform.

Amp’d appears to be saving its big guns for its full commercial launch, planned in the next two weeks. Spokespersons for the mobile operator did not return phone calls today to discuss today’s soft launch or the upcoming commercial launch.

As a mobile virtual network operator, Amp’d is using the network of partner Verizon Wireless for voice and data, and the coverage map on the Amp’d Web site closely reflects the 3G EV-DO networks Verizon has deployed in 170 markets covering 140 million people—about half of the countries population. That footprint, however, is centered heavily on major metropolitan areas.

Amp’d has also kept true to its word about focusing on new multimedia and data technologies. It’s nationwide voice rate plans are comparable to that of major carriers, starting at 250 minutes for $30 a month up to unlimited minutes for $200 a month. It’s in its data and feature packages it’s trying to earn its revenues. The company is selling individual packages of unlimited data, unlimited push-to-talk and unlimited messaging for $20 a month each. But the carrier is packing the service with a lot of content to make those plans for attractive. It has a gigantic music, video, ringtone and wallpaper library for customers to choose from on the site, and is promoting live broadcasts and other exclusive multimedia content through its entertainment partners.