Self-styled mobile disruptor T-Mobile US introduced an addition to its upgrade policy, allowing customers to trade in their phones up to three times a year completely free of charge, as part of its much hyped ‘Uncarrier Amped’ campaign, which launched today.
The company plans to make a number of announcements in the coming weeks as part of the campaign, which it says is designed to build on some of the changes it has attempted to make in the wireless space over the last two years.
Under the upgrade service, named “JUMP! On Demand”, T-Mobile US will remove a $10 monthly fee it introduced two years ago under the original “JUMP!” upgrade program. This will now allow customers to walk away with an upgraded smartphone three times a year without paying any additional monthly fees, a handset cost or even sales tax.
John Legere, the company’s eccentric leader, unveiled the initiative in a vlog post (view below), and took his chance to again hit out at market leaders AT&T and Verizon for “breaking every single bullshit upgrade promise they’ve made so far”.
He said: “We’re still on the road to fix this broken industry and that includes improving some of our signature moves and make them even better. With JUMP! On Demand, your standard monthly fee means you can get a new smartphone three times a year. This means you can get six new upgrades from T-Mobile in the same time it takes you to get one new phone from Verizon.”
Legere hit out at his rivals’ attempts to come up with “knock-off” upgrade offers, which he claims has actually made it more difficult for people to upgrade on these networks.
“Verizon quietly turned their early upgrade program back into a two year contract. And AT&T isn’t much better,” said Legere. “These guys just don’t get it.”
T-Mobile said over 10 million people signed up to JUMP! after it launched in 2013, enabling its customers to upgrade their phones every 14 months compared to the industry average of 20 months. This meant 30 per cent of people were upgrading faster than everyone else.
T-Mobile offers 18 month contracts on the plan, and said customers can now get the iPhone 6 at an industry low cost of $15 a month, when they trade in their existing smartphones.
JUMP! On Demand will launch this Sunday (28 June).