T-Mobile wants to send your carrier a break up letter.
In its latest “uncarrier” move, T-Mobile has pulled no punches. The company says it will pay your (and your whole families) ETF fees at your current carrier if you are switching to T-Mobiles network from Verizon, AT&T, or Sprint. Not only that, but they have gone so far as to create an app that will send a “break up letter” to your then former carrier when you make the switch to them. An example of what that might look like is pictured below and the verbiage used is quite comical. If you sent a “Dear John letter” to your current carrier, how would you word it?
This brazen move is sure to anger their competition, which is exactly what an “uncarrier” would want in carrier controlled market. How they will respond is anyone’s guess, I assume it will hinge on how successful this campaign is against them. In the case they do turn out to be triumphant, it would not be out of the question to see some of the bigger players pull a similar move in attempt to keep the customers they currently have from “breaking up” with them. Considering the 1.6 million new customers T-Mobile added in Q4 2013 using similar tactics, I don’t think it is out of the question to see some changes in the market just over the horizon. Whether or not it will shake up the whole industry as it currently stands will remain to be seen. I am just glad to see a company step to the plate and start delivering what really benefits its customers. You go T-Mobile.
Ben Johnson
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