T-Mobile US targets "ignored" AT&T customers - Mobile World Live

T-Mobile US targets “ignored” AT&T customers

15 DEC 2016

T-Mobile US made perhaps its boldest move yet to sign up new subscribers, offering customers of rival AT&T a free 12-month subscription to DirecTV Now if they switch provider.

The irony of this latest “uncarrier move” will, of course, not be lost on AT&T, the second largest US player, which acquired satellite provider DirecTV for $48.5 billion in July.

DirecTV Now is AT&T’s recently launched content play, which offers on-demand and live programming, plus premium add-on options and forms part of the operator’s plan to integrate content with its mobile offering.

Users can access the service over internet enabled devices, wired and wireless connections.

However, T-Mobile US, led by disruptive CEO John Legere (pictured), is clearly out to scupper AT&T’s ambitions.

T-Mobile said the free DirecTV offer applies to AT&T subscribers who activate two lines and port their number to a T-Mobile One tariff. The operator will then credit the $35 monthly cost of DirecTV Now to subscriber’s bills for 12 months, up to a maximum value of $420.

Legere, in typical  fashion, pulled no punches in a statement announcing the offer.

“AT&T wants you to think DirecTV is theirs exclusively, but that’s a load of crap. Both DirecTV and DirecTV apps stream free on T-Mobile with a faster, more advanced network that covers nearly every American.”

He added that AT&T was distracted by “new businesses” (a reference to its pending TimeWarner acquisition worth a whopping $85.4 billion), accusing the operator of ignoring its 110 million customers.

T-Mobile US said it had also added DirecTV Now to Binge On, its video streaming service.

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Kavit Majithia

Kavit joined Mobile World Live in May 2015 as Content Editor. He started his journalism career at the Press Association before joining Euromoney’s graduate scheme in April 2010. Read More >>

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