Previously the company had “10Gigs4All” which is a family plan centered around 10 gigabytes per line. Also there was “Mobile Without Borders” where customers have extended coverage and calling across the U.S., Canada and Mexico at no extra charge. Finally T-Mobile has a “Jump! On Demand” plan which allows customers to switch to the latest phones up to three times a year without fees.
So far, CEO John Legere has been pushing this Un-carrier approach since taking over the job in 2012. He believes that he has been met with success, and according to the chart that would be true.
So what’s the newest part of this promotion? T-Mobile is adding Apple Music to its profile; the company will allow customers to stream Apple Music for free. As one of the now most popular music streaming services on the most popular smart phone on the market, this promotion has a huge potential for attraction.
John Legere described the second new promotion as:
When we introduced JUMP! On Demand a few weeks ago, we also introduced the industry’s best monthly cost for a new iPhone 6 16GB − $15 a month with trade-in − and the freedom to upgrade to a new phone whenever you want with absolutely nothing out-of-pocket. Customers told me they love the offer and total freedom to get their next iPhone whenever they want, but they also wanted more certainty when they upgrade…
There’s nothing else out there remotely like this. Not even close. And, it lasts through Labor Day in participating T-Mobile stores nationwide.
To top it all off, I’m also announcing that we’re giving everyone who gets a new iPhone 6 with JUMP! On Demand something additional — exclusive priority access to the next iPhone. That’s right. If there’s a new iPhone this year, you’re first in line. When you order your upgrade during the first 48 hours it’s available, we’ll give your order priority and ship it first, along with others who qualify for priority access. So you’ll be among the very first to get your brand new phone when we have inventory.
Shares of T-Mobile were up 1.8% at $37.17 on Tuesday afternoon. The stock has a consensus analyst price target of $40.42 and a 52-week trading range of $24.26 to $40.77.
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