How T-Mobile Got Back in the Game This Year
As with all business competition, the mobile service provider landscape is rife with companies trying to entice new customers without forfeiting revenues. And like in many areas of business, when one company latches on to a good thing, the competitors are not too far behind. For example, currently the country’s fourth-largest mobile service provider, T-Mobile has recently implemented several changes in an effort to make itself more competitive with the top three including expanding LTE coverage, new discount program and social media tactics.
Go Ahead, Jump
Perhaps the most attention-grabbing change to come out of its arsenal is T-Mobile’s new Jump plan. For $10 per month (plus taxes and fees), it will allow customers to upgrade their phones more frequently and will provide protection against damage, malfunction, loss or theft.
Unlike most competitors, who have adopted a two-year wait period before customers may be eligible to upgrade their phones without penalties, the Jump plan will allow T-Mobile customers to upgrade their cell phones at a T-Mobile store up to twice a year, once they have been on the plan for six months. They will pay the same price for the new phones as do new customers.
Recognizing the benefit of the Jump plan to customers – not to mention their bottom line – since the announcement of the plan, other carriers have also unveiled similar plans intended to keep in lock-step with T-Mobile.
Getting an iPhone “Flagship”
Also in T-Mobile’s corner is the plan to offer the new iPhone from the carrier at the phone’s official launch. This will mark the first time that a new iPhone has been available on all four US carriers at launch.
Apple’s new “flagship” phone to replace the iPhone 5 as well as a lower cost device (5c) will launch in store Sept. 20. Given its far greater focus on prepaid plans than any of its competitors, this lower-priced version of the iPhone may play in T-Mobile’s favor, especially given the many defectors from AT&T to T-Mobile. Having a low-cost iPhone in its inventory could open the floodgates even more.
In ramping up for the iPhone release, T-Mobile says it will offer the iPhone 5s at $199 down, with 24 monthly payments of $22.91 for the 32GB model; and $299 down, with 24 monthly payments of $22.91 for the 64GB model. The iPhone 5c will also be available at $99 down with 24 monthly payments of $22.91 for the 32GB model. These will be offered with an unlimited plan at $50 a month.
With the release of 2013 cell phones including the iPhone 5c and 5s, Samsung Galaxy S4 and Android-based Sony Xperia Z, T-Mobile is poised to enjoy a more even-footing with its bigger rivals.
Flipping the Switch on 4G LTE
Though it was the last of the four major carriers to launch a 4G network, T-Mobile is nevertheless making up solid ground as it now extends 4G network coverage to well over 157 million customers in 116 cities, already covering the top 22 markets. By the end of the year, the company hopes to reach more than 200 million consumers in 200 metropolitan areas. As it sits in fourth place among the top U.S. networks, this news is big for T-Mobile as it sets its sights on Sprint, Verizon, and AT&T.
The extension of its 4G network coverage, its new subscriber plan-lite, and the fact that it continues to pick up those new iPhone customers that AT&T seems to be hemorrhaging at an alarming rate are all hopeful trends in T-Mobile’s race for the top mobile provider spot.
Strong Social Media Presence
For a long time now, T-Mobile has been known to uphold a strong social media presence. In addition to updating and engaging its followers on Twitter and Facebook, T-Mobile also does a fair amount of recruiting for open positions. Also, if you ever have a customer service issue with at T-Mobile, send a Tweet, and most likely you will receive a response within 48 hours. T-Mobile has a strong social media team that works around the clock to provide service and help for customers.
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