T-Mobile Targets Verizon Customers with Latest Promotion

by Matt Klassen on May 6, 2015

T-Mobile has targeted Verizon customers in its latest UnCarrier promotion, hoping to woo Big Red’s enslaved dedicated masses by making it both free and easy to simply sample what T-Mobile has to offer, with no strings attached.

Dubbed the “Never Settle…for Verizon” campaign, T-Mobile’s latest promotion is a clever mockery of Verizon’s own marketing blitz encouraging users to never settle. T-Mobile’s response allows Verizon customers to port their existing number to a new device on T-Mobile’s network, which they can then use for 14 days, free of charge. After the two week trial period those who want to head back to Verizon simply have to return the phone, with T-Mobile offering a refund for any costs incurred during the process.

For the Verizon customers who do find that the grass is truly greener in T-Mobile’s pastures, however, they can then trade in their old phone and keep the new phone, with T-Mobile footing the bill for any outstanding payments on their old device or any early termination fees incurred up to a total of $650. Either way, Verizon customers can sample something new with no obligation, no commitments, and without having to pay a cent.

As the company’s press release explains, “Verizon seems to be spending billions on its latest ad campaign telling you to ‘Never Settle.’ T-Mobile couldn’t agree more. So, today the Un-carrier launched the Never Settle Trial, exclusively for Verizon customers, so they can give the Un-carrier a try with no risk or extra out-of-pocket expense.”

“Last week, I said we would hit right back at Verizon — I meant it,” T-Mobile CEO John Legere said in a statement. “T-Mobile’s 4G LTE network is the nation’s fastest. Not faster for the price…just faster, period. With T-Mobile, you don’t have to settle for trickery, gimmicks and carrier BS the way you do with Verizon. 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.”

It should be noted that T-Mobile made it clear that a trade-in of one’s old Verizon phone is not required to take advantage of the “Never Settle” promotion, but only if the customer wants to take advantage of T-Mobile’s offer to pay early termination fees.

This latest promotion comes as part of T-Mobile’s continued aggressive marketing efforts to distinguish itself from the three carriers ahead of it in the American wireless market. While such offers have allowed T-Mobile to make strong gains, the latest quarterly results indicate the company is still in fourth place, just behind Sprint (more on that tomorrow).

But what’s great about T-Mobile is that although growth and profits are clearly the underlying motivators in its ongoing UnCarrier revolution, the company is not afraid to take risks, to play the role of the underdog and challenge the way other companies are doing things. While T-Mobile may still be in fourth place, the company, in my mind, has done more these last few years to change the wireless market than AT&T and Verizon combined.

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Written by: Matt Klassen. www.digitcom.ca. Follow TheTelecomBlog.com by: RSS, Twitter, Facebook, or YouTube.

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