ItsOn Aims to Reinvent the Wireless Plan with Zact

The U.S. wireless market has received an interesting new player with the launch of Zact, described as "the industry's first smart mobile service provider." Leveraging Sprint's network, Zact promises that its subscribers can change their service plan as often as they like — an ambitious goal, for sure.

However, the company behind Zact, ItsOn, says its goals go far beyond running a small wireless service to completely reinventing how cell phone companies bill their subscribers.

"Our goal is to give mobile consumers freedom, flexibility and control of their wireless service right from their device. With Zact, no contract is just the beginning - you can create your own unique plan and share it with anyone," said Greg Raleigh, founder and CEO of ItsOn. "You get exactly what you want, and you never have to pay more than you need due to our Never Overpay Guarantee. It's the ultimate unplan."

In order to accomplish this, ItsOn is using a flexible, cloud-based billing platform that could potentially work with numerous carriers, allowing users to create custom plans down to the minutes, megabytes, or even for specific Web applications. With this level of customization, creating plans could get complex, but fortunately that isn't the case.

Users can tweak their plans easily and on the fly with three sliders that manipulate the number of minutes, messages and megabytes users want per month. This can be done right from the user's mobile device and alterations take place in real time.

For those that feel this process is a little too involved, Zact will automatically prompt these users to buy more services if they run out and will even issues a refund at the end of the month if a cheaper plan would have sufficed. Furthermore, subscribers can added devices to a plan with no limit for just $4.99 per month per device.

ItsOn received $15.5 million in Series B funding last November to help launch its cloud-based billing platform.

Currently, Zact is offering pre-sales, with phones expected to ship within two or three weeks, so we'll have a better idea of what the new carrier has to offer by June.