T-Mobile US launched ‘operation tablet freedom’, the second in a series of “rapid-fire initiatives” aimed at pushing still further its self-styled ‘un-carrier revolution’.
Under the programme, which is available from 12 April, T-Mobile US is enticing new and existing customers to use 4G-enabled tablets through the dangling of various carrots. These include free LTE data; credit when trading-in Wi-Fi only devices; and knockdown prices for LTE-enabled tablets.
“With this announcement, T-Mobile’s launching a full-on assault against the restrictions and pain points that keep tablet owners from experiencing life beyond the Wi-Fi zone,” said John Legere, CEO (pictured).
He claimed there was now no reason to be saddled with an “unconnected” Wi-Fi-only tablet.
T-Mobile US said the programme lets customers add a tablet to their post-paid voice plan for free, enabling “nearly 1.2GB of free 4G LTE data every month through 2014”.
T-Mobile US is also offering customers – for a limited (and unspecified) time – LTE-enabled devices at “Wi-Fi-only prices”. The operator says savings of up to $130 are possible through the offer.
Alternatively, those with Wi-Fi only tablets can trade them and get credit when purchasing LTE-enabled devices.
To woo customers from other operators, T-Mobile US is offering up to $300 trade-in credit based on the market value for the old tablet, plus up to $350 based on the early termination fee showing on the customer’s final bill from rival operators.
“There’s no longer any need to limit the use of your tablet because you’re intimidated by Big Blue, Bad Red or Bumbling Yellow,” Legere claimed.
Today’s announcement (10 April) follows yesterday’s unveiling of a new 4G plan, with no overage charges, targeting entry-level users.
In a blog earlier this week, reflecting on what he saw as pale (and short-lived) imitation offers from rivals in recent months, Legere said he “didn’t know whether to laugh or cringe as they try to present themselves as anything other than the merciless greedy utilities they are”.
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