It is an attempt to step closer to what Sprint is doing with having low-cost, high-feature plans and little options for those who don't want the features. This sort of pricing structure will lower commission for the reps and further improve the company's profit, just like Sprint does; everytime they add some new feature to the plans at no cost to the customer, the commission for sales drops more.

It's a combination of things. The ultimate goal is to generate more operating revenue and grow the customer base. It's a way to bundle features and take away ala carte features, which saves the company money in doing away with paying out commissions on verticals. It's higher priced plans for many customers, which increases revenue as a result. It's a changed commission structure which ultimately cuts salespeople's commissions in half. It's less plans available for customers to choose from, which may make it easier to pick a plan, but also puts them into something they may not want (ex, you have the $49.99/700 min plan and want 250 text. You have to go all or nothing and go up $20 for unlimited text). It also is to attract new customer...
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USCC couldn't stay stagnant in sales and this is the attempt to gives customers what many have been asking for. Some of the biggest complaints the wireless industry had from consumers were contracts, not being rewarded for being a long time customer, not getting help on your bill when you go over, and a few other things.

The Belief Project is an attempt to better those issues. I'm not saying it fixes all things but it is a step in the right direction. No more contracts after the first, reward points for being a customer that you can redeem for free stuff (ie. phones, accessories, early upgrades, ringtones, and more), a cap on overage charges and even discounts just for paying your bill.

There are new plans you must be on to enroll in...
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