MyBundle Mobile launched this week with no-contract 5G plans starting at $20 per line, marking streaming-aggregator MyBundle's first move into wireless through a partnership with mobile virtual network enabler (MVNE) Gigs.

The three published tiers — 2GB for $20, 5GB for $30 and a 10GB "unlimited" plan for $50 — all include unlimited domestic talk and text, mobile hotspot data and 5G access on a bring-your-own-device (BYOD) basis using eSIM. Pricing stays flat as customers add lines. Speeds throttle to 256 Kbit/s once a subscriber exceeds the plan's monthly data cap. The top tier adds calling to Mexico and Canada.

"We're trying to keep it simple, certainly at the start," MyBundle CEO Jason Cohen told Light Reading in August. He said then that MyBundle Mobile plans to eventually tack on more features and capabilities.

New customers can redeem a 12-month streaming bundle at no additional cost, with 60 days to claim the offer. The promotion references Disney+, Hulu, Netflix and Peacock. MyBundle has not confirmed whether additional streaming services are part of the initial promotion.

What does MyBundle actually run on?

MyBundle handles billing, customer care, number transfers and marketing on the front end. Gigs supplies the network connectivity layer, working with AT&T as its anchor US carrier and T-Mobile under a separate agreement, according to Fierce Wireless. That places MyBundle alongside other Gigs partners such as Nubank, OnePay, Cash App, Klarna, Revolut, Motorola, Santander, Sezzle and Tide.

The service targets MyBundle's existing base of about 350 broadband operators that already use its platform to bundle video streaming. None has yet publicly committed to promote MyBundle Mobile. Broadband partners can co-brand the offering ("MyBundle Mobile — brought to you by broadband operator XYZ"), set their own pricing and discounts, and earn an undisclosed commission on each sign-up. The company said ISPs can enter the program with no upfront costs.

Chief Revenue Officer Michael Goldstein told Light Reading in August that discussions with ISPs were already underway.

How does the BYOD approach fit the ISP-to-mobile market?

The eSIM-based BYOD model sidesteps device subsidies, a sticking point for smaller ISPs that want to avoid handset inventory. Operators like Mediacom Communications and Midco have signed direct MVNO and MVNE deals for tighter control of branding and customer data. Others have leaned on the National Content & Technology Cooperative's (NCTC) exclusive AT&T MVNO arrangement and its MVNE agreements with Reach and Telgoo5.

NCTC recently added Prosurety for device subsidies, financing, trade-ins, upgrades and protection plans — a program currently limited to co-op members running on the Telgoo5 stack.

NCTC CEO Lou Borrelli told Light Reading that MyBundle Mobile offers an "easy button" for operators wanting a lighter entry into wireless.

"Some providers will want that, and others will want to have more involvement and more customization ... That's why we're here. But there will be more options, not less, as things move forward," Borrelli said.

What happens next?

MyBundle's terms and conditions page mentions optional data top-ups, though the company is not promoting add-ons publicly today. Eligibility requires customers to be at least 18 years old with a compatible unlocked device.

MyBundle has not announced a launch date for additional features or the timing of further ISP rollout commitments. The next milestones will hinge on partner sign-ups and any expansion of the data top-up program disclosed at point of sale, where MyBundle says the price, allowance and duration of an add-on would be shown before purchase.