When it comes to wooing customers from rival networks, T-Mobile seems to have an endless bag of tricks up its sleeve. And now with its latest upcoming promo, the carrier is going directly after the existing subscribers of the Big Red itself.
Beginning May 13th, T-Mobile is launching a new campaign called "Never Settle." In this latest special offer, subscribers of Verizon Wireless are given a chance to port their existing phone number to a T-Mobile handset, which they can make use of absolutely free of charge for a maximum period of 14 days. When the 14 days are up, the subscribers who opt to stay with Verizon Wireless can give back the T-Mobile handset they used. T-Mobile will then proceed to reimbursing these customers of any costs sustained over the course of the 14 day trial period, as well as any costs incurred for resuming their wireless service with the Big Red.
As for those who decide to switch from Verizon Wireless to T-Mobile, they are given the opportunity to trade in the Verizon handset they were using, and then get to keep the new T-Mobile handset they used during the trial period. In return, T-Mobile will cover the cost of any outstanding payments on the handset or any early termination fees of up to the amount of $650.
In either case, subscribers of Verizon Wireless can sign up for T-Mobile's promo without ever needing to pay any sum.
Furthermore, customers can also elect not to trade in the Verizon Wireless handsets they were using. Trade ins are only needed in cases when customers want T-Mobile to foot the costs of Verizon's early termination fees, or any other costs associated with the contract.
Sitting in the number four spot among the top major wireless carriers in the United States in terms of the number of subscribers, T-Mobile has every reason to be aggressive in its efforts in grabbing new customers. Although the carrier managed to gain 1.8 million customers during the first quarter of 2015 (bringing its total to 56.8 million subscribers), it is still playing catch up with third placer Sprint, which just added 1.2 million customers (its total is now 57.1 million subscribers) over the same period.
As for industry leader Verizon Wireless, the carrier finished the first quarter of the year with 108.6 million retail subscribers, 102.6 million of which are postpaid customers. That is a really big number, and although T-Mobile's new promo will unlikely cause any significant effect to Verizon's numbers, it could at least grab away a small slice of Verizon's very big pie.
But one must wonder -- is T-Mobile being too aggressive in its efforts? T-Mobile is no stranger to hardball strategies in trying to persuade subscribers from other networks to switch over its network, and it certainly does not hurt to have an outspoken chief executive officer in the person of John Legere. But as the underdog among the big four wireless carriers in the US, it certainly has the most to gain in being the most loud, aggressive player in the field.
But perhaps the most important question is -- is it working? We will soon find out when this quarter is over.
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