Best Buy is launching a new membership program called Best Buy Beta. Similar to Walmart + and Amazon Prime, Best Buy Beta focuses on its own business strengths and free shipping.

For $200 per year or $180 for Best Buy credit card holders, Beta members will receive unlimited Geek Squad technical support, two-year extended coverage for most purchases, free standard shipping, free installation for most products, and a 24 / 7 concierge service available only to beta members by phone, chat, or email.

Beta is more expensive than Amazon Prime or Walmart +, but Beta focuses heavily on a human element rather than simple economies of scale.

Best Buy Beta is currently available in most stores in Iowa, Oklahoma and Eastern Pennsylvania. Those living outside the pilot areas can subscribe to Best Buy’s Total Tech Support program for the same price, but with fewer benefits.

For more information, you may view the original story from Arstechnica.