Ten years after T-Mobile first introduced the “Un-carrier” marketing blitz that boosted its standing among U.S. wireless players, the company this morning unveiled a new attempt to get AT&T and Verizon customers to switch.
T-Mobile said its new “Easy Unlock” program will provide a new device to customers who move to its network, in addition to reimbursing them for the outstanding balance on an existing device, up to $650, at their prior carrier.
While the Bellevue, Wash.-based company has paid off phones or early termination fees in the past, T-Mobile says this is the first time it’s offering to pay off locked devices and provide a new smartphone free to customers who switch.
T-Mobile’s customer growth rate has shown signs of leveling off since completing its Sprint merger three years ago. T-Mobile reported 113.6 million total customers as of the end of 2022, an increase 4.9 million customers or 4.5% from the prior year. That compared to total customer growth of 6.6 million customers, or 6.5%, in 2021.
T-Mobile also introduced a “Go Back Guarantee” to help cover the cost of switching back to a prior carrier up to $50 per voice line within 30 days if customers end up regretting the decision; and a new smartphone plan called Go5G Plus, an upgrade over its Magenta MAX plan, with additional hotspot data and other features.
The company reports first-quarter earnings April 27.
from GeekWire https://www.geekwire.com/2023/t-mobile-makes-new-pitch-to-verizon-and-att-holdouts-with-easy-unlock-un-carrier-move/