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      Mike Sievert

  • It All Started with Simple Choice.
    And With Today’s Updates, it Just Keeps Getting Better.

  • By Mike Sievert, Chief Marketing Officer
    March 7, 2014

    Did you happen to hear we’re rolling out a bunch of major updates to our Simple Choice plan today? Hard to believe it’s been just a year since launching Simple Choice – our very first industry-rocking Un-carrier offering.

    Since then, I hope you’ve seen a pattern in how we do business as America’s Un-carrier. I hope you see how radically different our approach is from the old-guard carriers still hanging on to the exploitative practices that have served them so well for so long. Because patterns of behavior can tell you a lot about a company.

    When we first set out to offer Americans a whole new kind of wireless experience, we knew we were going to be walking away from just about every standard operating procedure and practice in the US wireless industry.

    Where the old carriers built their businesses around giving less and getting more out of their customers, we wanted to completely turn that on its head. So we asked ourselves … If we could start with a clean slate and create the kind of wireless experience we could really feel good about – that we’d want ourselves – what would that look like?

    First, we’d want a wireless plan that didn’t require degrees in accounting and anger management to figure out. It’d be simple.

    We’d want a plan with unlimited data, talk and text on a nationwide network– and that that would never, ever gouge us with overages.

    And we’d want to know what we were paying for – and for how long.

    So, in March 2013, we launched Simple Choice. For $50 you got unlimited everything. That meant the end of overages and bill shock. And we separated the price of the device from the service plan, so you’d always know exactly what you’re paying for.

    Then we kept right on going … and kept making Simple Choice an even sweeter deal.

    • We added America’s fastest nationwide 4G LTE network (right on top of our 4G HSPA+).

    • We eliminated device upgrade hassles last summer with JUMP, the first and still the best upgrade program, thanks to further improvements announced last month.

    • We made the world your network – at no extra charge. That meant unlimited data and texting (and a low, flat calling rate of 20 cents a minute) from over 100 Simple Global countries worldwide.

    • And in January, with Contract Freedom, we offered to help people from other networks escape their contracts just like Simple Choice customers have done, by reimbursing customers for early termination fees.

    Today’s News – Doubling the 4G LTE Data on our core Simple Choice plan

    Today, we’re doubling down on Simple Choice. With these announcements, we’re delivering even more high-speed data to Simple Choice customers.  Every existing Simple Choice customer will automatically get more and not a single existing customer will have to pay more – that’s Un-Carrier.  I’d love to see our competitors try that.


    Simple Choice plans still start with one line at $50 per month for unlimited data, talk and text on the T-Mobile network.  You only have to decide how much high speed 4G LTE data you want.  And now on the core plan, you’ll get a full 1GB of 4G LTE data and tethering – double the previous amounts.  Additional lines continue to be $30 for the second line and $10 for up to three additional lines for unlimited data talk and text, and now 1GB of 4G LTE data.

    If you want more 4G LTE data on any of your lines, you can opt for getting 3 GB of 4G LTE data including tethering for an extra $10 a month per line (that’s up from 2.5 GB before). Or you can get 5 GB of 4G LTE data including tethering for an extra $20 a month per line (a new offer).  And you power users also still have the option to get totally unlimited 4G LTE data, now with 5 GB of 4G LTE tethering , double the previous amount for an extra $30 a month per line (unlimited 4G LTE plans with 2.5GB of tethering were previously an extra $20 per month).

    And, starting April 1st, in addition to the unlimited international texting from over 100 Simple Global countries you already get with Simple Choice – we’re now including global texting to virtually anywhere from right here in the U.S. – again, at no extra cost.

    Postpaid Simple Choice customers will also get unlimited data and texting (and calls for 20 cents a minute) while traveling in seven additional  Simple Global countries and destinations, bringing the total to 123. By the way, we’ve made sure that list now includes Afghanistan, where we still have so many servicemen and women, and supporting civilians, with family back in the States.

    As I said, Simple Choice customers will get all these added benefits added to their plans automatically, so there’s no need to change anything about your current services or rates. No calls.  No forms.  No hassle.  It just works.  Existing customers on the existing Unlimited 4G LTE plan (or who sign up before March 23 for it) will be able to choose to stay on that plan (by taking no action) or they can switch to the new version with more tethering for just a few dollars more per month.

    Data usage is going through the roof because customers love their devices and the service they get on them from T-Mobile.  Average usage is up 50% in the last year, and on our unlimited plans, it has almost doubled to over 5GB per month. We’re making these changes, giving our customers more than ever before, to stay ahead of the curve.  Being the Un-carrier means listening to customers and giving them what they need.

    Do you see the pattern here?  We’re always looking for new ways to bend or break the old rules to give you more – without asking more from you.

    As for the other guys … I’ve seen a lot of new slogans and ads that sound and look suspiciously like our own. Sad to say they’re doing their best to look like they’re changing their ways without actually changing much at all. Like trying to lure you in on those $45 plans with low data caps, then socking you with overages that send your bills through the roof. Same old same old.

    Take a look at the comparison chart below to see the difference for yourself. It’s pretty stark.  The chart shows each carrier’s entry point prices, assuming no device payment plan (a fully owned device on each carrier), and in Sprint’s case, with the $10 cost of tethering added in, since the other carriers include tethering.  We’re showing what you’d pay on each carrier with 950MB of monthly usage (we’re being nice to our competitors here, since industry average usage is over 1GB).  As you can see, these entry point offers from our competitors are a shell game.  What’s going on here, especially with the big two, is crystal clear – dangle a low price out there and hope people bite, then stick them with overages.

    In the meantime, we’ll keep doing what we do at T-Mobile. We’ll keep working to earn your trust and your business. We’ll keep dreaming up new ways to deliver more, delight more – and un-leash your wireless world.

    No other rate plan compares to Simple Choice

     

    T-Mobile Simple Choice

    AT&T Mobile Share Value

    Verizon MORE Everything

    Sprint
    Framily

    Unlimited Talk, Text & Data

    Yes

    No

    No

    No

    4G LTE Included*

    1GB

    300MB

    250MB

    1GB

    Data Overage Charges

    None

    Yes

    Yes

    Yes

    High-Speed Tethering Included

    1GB

    300MB

    250MB

    None

    ($10 add-on)

    Unlimited Int’l Texting from the US

    Included at no extra charge

    Included at no extra charge

    Included at no extra charge

    Pay Per Text

    Unlimited Data & Text in 100+ Countries

    Included at no extra charge

    Pay per
    MB / Text

    Pay per
    MB / Text

    Pay per
    MB / Text

    Monthly Rate Plan Cost

    $50

    $45

    $55

    $65**

    Monthly Cost with Data Overage***
    (950MB of data use)

    $105

    $115

    $65

    *Included4G LTE represent a max allotment, which is not guaranteed based on coverage,network, device and other circumstances

    **Basedon Sprint 1GB Framily plan with $10 High-Speed tethering add-on as like-for-likecomparison to T-Mobile $50 Simple Choice plan

    ***AT&Toverage: $20/300MB, VZ overage: $15/200MB, Sprint overage: 1.5¢/MB



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