By Alexandra Burlacu | Jan 09, 2014 10:12 AM EST
T-Mobile took to CES 2014 to announce its latest strategy, offering to cover early termination fees for those who ditch AT&T, Sprint or Verizon in its favor.
There is a well-known rivalry between T-Mobile and AT&T, and both operators' CEOs are quite outspoken when it comes to bashing the other. At least year's CES trade show, for instance, T-Mobile CEO John Legere took some jabs at AT&T, claiming that its rival's coverage was "crap." AT&T's CEO is no less determined, and on Monday night, Jan. 6, he kicked Legere out of a CES party with rapper Macklemore. T-Mobile is now gunnign for all of its three major rivals.
T-Mobile has been focusing on a new strategy in recent months, branding itself as the "Un-carrier" and aiming to take on rivals by disrupting the wireless industry. The carrier offered a new approach to getting a subsidized device, ditching overages and suffocating contracts. The operator also offered free international roaming, welcomed the iPhone to its lineup, added some tablets, and loosened upgrade policies. Now, T-Mobile wants to take it a step forward and offers to pay your early termination fee if you switch to its network from one of the other three major carriers - AT&T, Sprint, and Verizon Wireless.
"One year ago at International CES, T-Mobile US, Inc. (NYSE:TMUS) threw down the gauntlet, promising relief for customers fed up with a broken, arrogant wireless industry. Since then, the company has delivered on its promise with a relentless barrage of Un-carrier industry innovations," T-Mobile touts in its press release.
"In its latest move, T-Mobile is eliminating one of the last remaining obstacles for individuals and families wanting to switch from AT&T, Sprint or Verizon to the Un-carrier by offering to pay off their early termination fees. With an eligible phone trade-in, the total value of the offer to switch to T-Mobile could be as high as $650 per line."
"We're giving families a 'Get Out of Jail Free Card. Carriers have counted on staggered contract end dates and hefty early termination fees to keep people bound to them forever. But now families can switch to T-Mobile without paying a single red cent to leave them behind," added Legere.
In other words, T-Mobile is willing to pay you $650 per line for up to five lines. This includes the price it will give you for the device you want to trade in. The carrier highlighted that this is not a limited-time promotion, but a permanent approach.
The process is quite easy to grasp: you trade in your current device for instant credit of up to $300 and, if you're eligible, you can get a new phone from T-Mobile's lineup with $0 down, regardless of the make and model you choose. You will pay for the device in question in 24 equal monthly installments.
To take advantage of T-Mobile's new offer, you must mail or upload the last bill you received from your old carrier, verifying the phone numbers you have ported over to T-Mobile and listing the early-termination fee your ex-carrier is asking for. Once everything checks out, T-Mobile will provide you with a MasterCard debit card, up to $350 per device. The Un-carrier will even make up a "breakup" letter that you can share with your ex-carrier. Intrigued?