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Monday, October 18, 2021

T-Mobile Encourages Consumers To “Cheat On Their Wireless Carrier”


Mike Sievert, Chief Marketing Officer for T-Mobile, says that the company will "bring an end to the way that consumers are for forced to buy" wireless products.
Mike Sievert, Chief Marketing Officer for T-Mobile, says that the company will “bring an end to the way that consumers are for forced to buy” wireless products.

T-Mobile believes that they have the best wireless network for consumers to get the best experience out of their smartphone and mobile devices. The company is so confident in their network that they are willing to bet that once a consumer has a chance to use a smartphone on their network that they will choose the provider over their current carrier.

On Wednesday, T-Mobile announced that they are putting their “Data-Strong” network to the test by announcing their 7-Night Stand Challenge, where they are encouraging consumers to “cheat on their wireless carrier.” The initiative allows consumers to test drive T-Mobile’s network using an I-phone 5s with unlimited nationwide service for 7 days free of charge without any commitments or deposits.

“Anybody can, for seven days, get a fully-loaded I-phone 5s and try it out on our network for free,” said John Legere, President and CEO of T-Mobile at a press event in Seattle. “We think that everybody should cheat on their carrier and enjoy every minute of it.”

According to Legere, the U.S. wireless industry has one of the highest remorse rates of any industry in the country, and this new initiative by T-Mobile will take away from that frustration.

“Forty-six percent of Americans say that they’ve made a wireless decision and got home and regretted it,” said Legere. “We want [consumers] to make sure that the service is right for them.”

The rollout of the program comes on the heels of a massive expansion to T-Mobile’s network. T-Mobile has expanded their Wideband LTE into 16 total markets, giving all T-Mobile LTE devices a speed boost with peak network download speeds up to nearly 150 Mbps. In addition, they have expanded their Voice over LTE (VoLTE) to more than 100 million people in 15 total markets, doubling the amount of data dedicated to voice calls for highest quality HD Voice and faster call setup times.

“The old telecoms designed their networks for a time when your phone’s only app was a phone call and they haven’t shaken that mindset,” said Neville Ray, Chief Technology Officer for T-Mobile. “Our network is built differently, we built it for the way people use smartphones and tablets today.”

Recognizing the dramatic increase in the amount of streaming that consumers do on their mobile devices, T-Mobile also announced that they will provide free music streaming to their customers.

According to T-Mobile, 113 million people streamed music on their mobile devices last year. With streaming becoming so popular, many consumers utilized a significant portion of their monthly data allotment to stream music and videos.

T-Mobile customers will now be able to stream music for free from the most popular streaming services including: Pandora, Rhapsody, iHeartRadio, iTunes Radio, Slacker, and Spotify – without using any of their high-speed 4G LTE data allotment.

In addition, T-Mobile announced a partnership with Rhapsody to introduce a new music service – Unradio –that is completely ad free, lets you skip all you want, and allows you to choose your music and replay your favorites any time from a catalog of more than 20 million songs.

“Our competitors want you to believe that Internet radio is still free on their networks — but it’s not,” said Mike Sievert, Chief Marketing Officer for T-Mobile. “[With T-Mobile] it’s free, it’s unlimited and we can do it because our network can handle it.”

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