AT&T today launched a new wireless service, dubbed Aio Wireless, that will provide customers with no-contract talk, text, and data.

Aio Wireless, which will function as a subsidiary of AT&T Inc., is coming to “multiple markets” over the next year, but will initially start in Houston, Orlando, and Tampa.

Aio said pricing will vary from $35 to $70 per month for 4G service, depending on the market. For Tampa, the Aio website(Opens in a new window) listed several service plans: Aio Basic with unlimited data (throttled after 250MB), talk, and text for $40 per month; Aio Smart, which throttles after 2GB for $55 per month; and Aio Pro, which throttles data after 7GB, for $70 per month.

A $15 per month tablet plan offers 250MB of high-speed data.

Gadget users can also add another 1GB of data to their device or add global calling and texting across 35 countries for a one-time or monthly payment of $10.

Customers can bring their own, unlocked device to use on Aio, or purchase one from the carrier. The Aio website lists a number of smartphones, including the iPhone, the Samsung Galaxy Express, and Lumia 620.

When asked why someone might select Aio, a spokeswoman said “Aio Wireless is targeting consumers who prefer no annual contract and want a first class wireless experience at a value price.”

Customers “have told us they want simple, easy plan choices with unlimited offers; first-class service at affordable prices; great devices; nationwide voice and data coverage; and no annual contracts. It’s not a matter of demographics; it’s a matter of targeting a segment of users whose needs are not being met,” she said.

Why not just offer these plans via AT&T Wireless? “Different brands serve different customers with different needs,” the Aio spokeswoman said. “We saw there was an unmet need among value-conscious wireless customers who want unlimited nationwide voice, text, and data service and a first-class experience with no-annual contract. We decided to go after that unmet need and we built a service around answering it.”

Earlier this year, T-Mobile dropped contracts and embraced the “un-carrier” approach. The move freed customers from being tied to a carrier for two years, but also meant an end to subsidized smartphones.