New Market for Wal-Mart - Consistent Branding

Wal-Mart looking to change the way America uses its cell phones.

I just saw an article that Wal-Mart is offering a no-contract cell phone plan, called Straight Talk, for $30 or $45 per month. The $45 plan offers unlimited minutes, texts and mobile web use. The $30 plan offers 1,000 minutes, 1,000 texts and 30MB of web usage. Both plans are way below the average fee of $78 for 1,000 minutes per month. The plan will start being offered at 3,200 Wal-Mart stores on October 18, just in

What will this do to the cell phone market? Would you take advantage of this?

Wal-Mart is known as a low price brand and this sure seems to fit that condition. So, it appears to be a good branding extension. Can Wal-Mart change the cell phone market the way they did the grocery/food market? We shall see.