T-Mobile’s mission to become the US’ most attractive carrier is clear. Not only did revolutionize the market by offering its first “UNcarrier” plans, splitting phone and airtime costs, earlier in the year. It also released “JUMP!”, the plan which allowed its subscribers to upgrade their phones once every 12 months.
Last night, it added another killer string to its bow: Wiping away roaming charges. AllThingsD reports on John Legere’s reasons behind the move:
“There’s just so many pieces of data that suggest to us this is a huge issue and pain point, but also a huge opportunity,” T-Mobile CEO John Legere said in an interview, noting that Americans take 55 million international trips per year. However, he said, 40 percent of customers turn off their phones to avoid high charges, while many others get stuck with high bills when they return.
As part of the new deals, you’ll be able to access EDGE/GPRS data for free as well as sending as many texts as you like. Because it’s offering much better value for travelers, surely they’ll charge a monthly premium for these plans, right? Nope. The plans don’t cost a cent more.
In what’s billed by the company’s CEO as the “tipping point in the ‘un-carrier’ position”, T-Mobile is making incredible, and bold moves to become noticed by the US consumer market. What will be interesting is seeing whether it can make a dent in AT&T and Verizon’s subscriber base. Both of which pretended to copy Tmo’s “JUMP!” plans by offering their own, rip-off versions of the plans that offered worse value than their existing plans.
It’s put best by David Beren, over at our sister site, TmoNews:
Fret not AT&T and Verizon as you will surely find a way to “match” T-Mobiles’s Simple Global international offering just as you did with JUMP!. Of course, when I say “match,” what I really mean is you’ll find a way to present us with funny math that makes me feel all warm and fuzzy while stealing my wallet right out of my back pocket.
T-Mobile is definitely the company to keep an eye on over the next few years. After going from a position of almost being bought out by AT&T to being a serious threat, the magenta carrier is on the way up.