Today, at T-Mobile’s “Un-Carrier” event, the company announced the official launch of their LTE network in a select number of cities, new 4G LTE compatible devices, and a new agreement and pricing structure. Both of them are designed to attract new customers to T-Mobile as well as slow attrition to AT&T and Verizon. They also announced the iPhone 5, but I’ll get into that in another article soon enough.
Now, if your head is spinning after reading the T-Mobile’s press release regarding their new plans, don’t worry, you’re not alone. First off, T-Mobile has negated what has largely become the status quo, a 2-year agreement for a heavily subsidized device. That means you can sign up for one of their data plans and stop or start it as you see fit without any obligation. If you qualify (credit wise) T-Mobile will kick you a new 4G LTE device provided you’re willing to make a down payment. However, make no mistake that the device is subsidized. Instead you’ll be obligated to pay a monthly installment for 2-years, interest free. So while you’re not technically attached to a plan, you’re still contractually obligated.
That being said, T-Mobile now offers three plans that fall under their new Simple Choice plan. $50 gets you unlimited talk/text and 500mb of data. $10 more gets you 2.5GB of data, and another $10 scores you unlimited everything. So the tiers are $50, $60, and $70. Keep in mind that doesn’t include the aforementioned device charge, which bumps the monthly price.
What’s important to note, is that you can supposedly pay more upfront – if you’d like – and your monthly device installment will drop. And while T-Mobile hasn’t told us the upfront cost for each device, we do know that the carrier will be selling the Samsung Galaxy S4, the Blackberry Z10 ($100), and The HTC One, all of which are LTE compatible devices.
These devices will be able to take advantage of T-Mobile’s just launched LTE network in the following cities: Baltimore; Houston; Kansas City; Las Vegas; Phoenix; San Jose, Calif.; and Washington, D.C. T-Mobile expects their LTE network to reach 100 million Americans by mid year and 200 million by the end of 2013.
T-Mobile Makes Bold “Un-carrier” Moves
Announces radically simple unlimited plan; axes contracts, unbundles cost of plan and device with lowest upfront costs, lights up 4G LTE network
NEW YORK — March 26, 2013 — T-Mobile has been talking the talk; now it’s walking the walk. The company, known for its “Un-carrier” attitude, today announced a series of moves to address consumer frustration with the unnecessary cost and complexity of wireless.
The moves include radically simplifying its lineup of consumer rate plans to one incredibly affordable plan for unlimited talk, text and Web; ensuring that customers never have to sign another annual service contract through T-Mobile retail outlets; and enabling customers to get the most popular smartphones whenever they want for the lowest upfront cost. T-Mobile also debuted its blazing fast 4G LTE network service in seven major metropolitan areas.
“These bold moves serve notice that T-Mobile is canceling its membership in the out-of-touch wireless club,” said John Legere, president and CEO of T-Mobile USA, Inc. “This is an industry filled with ridiculously confusing contracts, limits on how much data you can use or when you can upgrade, and monthly bills that make little sense. As America’s Un-carrier, we are changing all of that and bringing common sense to wireless.”
Central to today’s announcement is a radically simple approach to consumer rate plans — the Simple Choice Plan. A break from industry norms, the Simple Choice Plan eliminates restrictive annual contracts, taking pain and confusion out of the wireless experience.
What could be simpler than one consumer rate plan?
Simple Choice asks customers two basic questions: How many lines do you need, and how much high-speed data would you like? Customers start with one line at $50 per month for unlimited talk, text and Web with 500MB of high-speed data. Customers can add a second phone line for $30 per month, and each additional line is just $10 per month. They can also add 2 GB of high-speed data for $10 per month more per line. Unlimited 4G data is only $20 more per month per line. No caps. No overages. Just simple value.
Also, because T-Mobile is the only major U.S. wireless company to stop requiring consumers to sign annual service contracts, customers have far more flexibility with how they buy and use wireless devices. Traditionally, getting a good deal on a new phone has meant agreeing to an expensive service for two years. Upgrades typically weren’t allowed (without significant upfront costs) until contracts expired, and it was often difficult to ascertain the true value of a device offer because it was tied to a long-term annual contract.
With T-Mobile’s un-restricted approach, customers can purchase great devices, pay for them in affordable, interest-free monthly installments, and upgrade anytime they like — not just when their carrier says it’s okay. Customers can even use their own unlocked device. Monthly statements are easy to understand since the price stays constant from month to month, and the device cost is clear and unmistakable.
Customers can find more information about T-Mobile’s Simple Choice Plan at nationwide T-Mobile retail stores, on http://www.T-Mobile.com, and through select dealers and national retail stores.
Un-Beatable Prices on LTE Devices
In tandem with the debut of its 4G LTE network service, T-Mobile also announced today that it will have several 4G LTE-capable devices available, including Samsung Galaxy S 4, BlackBerry Z10, HTC One, T-Mobile Sonic 2.0 Mobile HotSpot LTE and Samsung Galaxy Note II.
- · Samsung Galaxy S® 4 is the next generation of Samsung’s popular Galaxy line of smartphones. Exact pricing and timing of availability have not been announced, but the Galaxy S 4 will be available in the second quarter of this year.
- · BlackBerry® Z10 is T-Mobile’s first 4G LTE touchscreen smartphone featuring the redesigned, re-engineered BlackBerry® 10 platform, which continuously adapts to users’ needs. Starting today, the fastest and most advanced BlackBerry smartphone yet is available for qualifying customers for $99.99 down with 24 equal monthly payments of $18 for well-qualified buyers OAC. The BlackBerry Z10 is available through all T-Mobile channels. For more information about T-Mobile’s Z10, please visit Media Kit.
- · HTC One® is the first T-Mobile 4G LTE smartphone featuring new HTC Sense™ innovations, including HTC BlinkFeed,™ HTC Zoe™and HTC BoomSound™. Wrapped in a sleek full metal body, the HTC One will be available later this spring in all T-Mobile channels. For more information about HTC One, please visit Media Kit.
- · Samsung Galaxy Note® II. Current users of the popular Samsung Galaxy Note II can now take advantage of T-Mobile’s 4G LTE network via an over-the-air software update. For more information about this update and for complete download instructions, customers can visit T-Mobile’s support page at http://support.t-mobile.com/
docs/DOC-4962. For more information about the Samsung Galaxy Note II, please visit Media Kit.
- · T-Mobile Sonic 2.0 Mobile HotSpot LTE is the first 4G LTE mobile hotspot from T-Mobile, providing simple and affordable on-the-go access to the Internet for up to eight devices. The T-Mobile Sonic 2.0 Mobile HotSpot LTE is available for $29.99 down with 24 equal monthly payments of $5 for well-qualified buyers OAC beginning today. It will be sold through all T-Mobile channels. For more information about the mobile hotspot, please visit Media Kit.
Un-Congested 4G Network
T-Mobile is moving at breakneck speed to expand the capabilities of its network.
Today, T-Mobile launched its state-of-the-art 4G LTE network in seven major metropolitan areas, including Baltimore; Houston; Kansas City; Las Vegas; Phoenix; San Jose, Calif.; and Washington, D.C. The advanced 4G LTE network is expected to reach 100 million Americans by mid year and 200 million by the end of 2013.
T-Mobile is deploying the latest LTE technology, paving the way to LTE Advanced. T-Mobile’s 4G LTE deployment will complement its existing nationwide 4G network — which third-party tests show rivals or beats existing LTE networks — creating what T-Mobile expects to be the fastest 4G combination in the United States. T-Mobile 4G LTE devices will automatically and seamlessly transition to T-Mobile’s nationwide 4G where LTE has not yet launched.
T-Mobile Launches Un-carrier with Wild West Commercial
To underscore its Un-carrier attitude, T-Mobile today unveiled a new tagline, “T-Mobile un-leash.” In tandem, the company will roll out a new nationwide advertising campaign, beginning with a television commercial tomorrow that plays off the Western film genre. The new commercial features a group of four cowboys in black hats riding into a dusty town to the terror of its residents. As three of the cowboys tell town folk they’re going to have to “do what we say,” the fourth, representing T-Mobile, switches to a magenta-colored hat and rides in another direction, saying he “just doesn’t want to do this anymore.” The 60-second ad spot closes with one cowboy musing “I’m gonna miss the guy” while our hero simply states “Oh, I’ll be around.”