7-Eleven offers own-label pre-paid cell phone service.(The Private Eye)

Private Label Buyer, June, 2004

7-Eleven Inc. is trailblazing with the launch of its own brand of pre-paid wireless service, partnering with the Cingular Wireless nationwide network and Nokia mobile phones. The service, dubbed "7-Eleven Speak Out," offers a single, low rate of 20 cents per minute, regardless of the time of day or day of the week, and provides customer care in Spanish as well as English.

Industry analysts say that the pay-as-you-go concept appeals to teenagers, customers who don't want to sign a long-term contract, poor-credit consumers and convenience seekers.

"Convenience, ...