T-Mobile's latest attempt to entice new customers to join its network aggressively goes after Verizon, whose "Never Settle" tagline the Un-carrier mocks in a new ad campaign promoting T-Mobile.
Under T-Mobile's firebrand CEO John Legere, the Un-carrier has never been afraid about attacking its rivals for the traditional business practices that customers have long been complaining about. In its latest promo, T-Mobile aims directly at Verizon, the biggest mobile carrier in the U.S. in terms of subscriber count, and taunts Big Red's own tagline with a new promo called "Never Settle for Verizon."
"Last week, I said we would hit right back at Verizon - I meant it," says Legere. "T-Mobile's 4G LTE network is the nation's fastest. Not faster for the price... just faster, period."
Under the latest promo, Verizon subscribers can take T-Mobile out for a test drive at zero cost to them. Interested customers will have to port their existing number to a T-Mobile smartphone but are asked to keep their Verizon devices in case they decide they don't want to leave Verizon after the 14 days of the trial.
However, if they do want to switch to T-Mobile, the Un-carrier will cover the costs of switching, including up to $650 in early termination fees or outstanding device payments. T-Mobile will also refund any costs for taking on the trial and will pay all the costs of having customers' Verizon accounts reactivated via a Visa Prepaid card containing the amount required.
T-Mobile's Never Settle for Verizon campaign accepts sign-ups starting on May 13 through May 31.
"With T-Mobile, you don't have to settle for trickery, gimmicks, and carrier BS the way you do with Verizon," Legere says. "I'm so confident in our kick-ass network experience that we're footing the bill so Verizon customers can give T-Mobile a try."
Last week, T-Mobile posted positive results for its most recent quarter, reporting a net total of 1.8 million new subscribers to its network, with 1.1 million of those subscribing to postpaid accounts. The Un-carrier also announced a net loss of $63 million on revenue of $7.79 billion, which is up by 13 percent from the same quarter last year.
The new figures are believed to push T-Mobile up the carrier rankings to third, with Sprint sliding down to fourth. And T-Mobile has no plans of slowing down as the Un-carrier has upped its subscriber outlook for 2015 and now plans to add 3 million to 3.5 million customers this year. If successful, Legere's magenta banners are sure to ruffle the feathers of AT&T and Verizon, even if both networks pretend they don't notice.
Photo: Mike Mozart | Flickr
