MetroPCS entering North Florida market

MetroPCS Communications Inc., a Dallas-based wireless phone company offering unlimited-use plans from $30 to $50, launched its service in Jacksonville today.

MetroPCS (NYSE: PCS), which will have 35 locations in Northeast Florida, hopes to cut into the leading carriers' market share by charging significantly lower monthly rates without requiring users to sign contracts.

So far, MetroPCS has coverage in a limited number of markets, including 14 of the 25 largest metropolitan areas, so its unlimited talking plans are not valid when outside those areas, although it offers a separate plan called TravelTalk for use in such locations. As a result, MetroPCS for now is primarily targeting consumers who don't expect to use their wireless phones when they travel, said spokesman Deron Smith.

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But the company has bought frequency spectrum in several new markets it plans to expand to and expects to have continuous coverage from Jacksonville to Miami by the end of the year, Smith said.

Current areas in which MetroPCS owns or has access to licenses include Miami, Orlando, Sarasota, Tampa, Atlanta, New York, Philadelphia, Boston, Dallas, Detroit, Las Vegas, Los Angeles, San Francisco and Sacramento, Calif. The company reported having 4.4 million subscribers as of March 31.

MetroPCS service is being sold at 35 locations in the Duval County area. MetroPCS intends to have 80 locations by the end of the year, including four company-owned stores.