Mar 26 AT 10:47 AM Taylor Wimberly 25 Comments

T-Mobile un-leashes new #simplechoice marketing campaign


Today T-Mobile announced several bold moves in an attempt to become America’s “Un-carrier.” As expected, they are ending contracts and device subsidies, offering simple unlimited plans, rolling out their new 4G LTE network, and offering the iPhone 5.

“These bold moves serve notice that T-Mobile is canceling its membership in the out-of-touch wireless club,” said John Legere, president and CEO of T-Mobile USA, Inc. “This is an industry filled with ridiculously confusing contracts, limits on how much data you can use or when you can upgrade, and monthly bills that make little sense. As America’s Un-carrier, we are changing all of that and bringing common sense to wireless.”

We are huge fans of pre-paid wireless plans and unlocked devices, and I have a lot more to say on this topic, but we wanted to bring you the highlights of today’s announcements first.

  • Simple Choice: A break from wireless industry norms, the Simple Choice plan eliminates restrictive annual service contracts and seeks to take the pain and confusion out of the wireless experience, by moving to one simple rate plan with unlimited text, talk and web — allowing customers to upgrade their devices anytime they want.
  • 4G LTE Network: T-Mobile launched its state-of-the art 4G LTE network in seven major metropolitan areas, including: Baltimore, Houston, Kansas City, Las Vegas, Phoenix, San Jose, and Washington, D.C. The 4G LTE network will be delivering breakneck speeds to 100 million Americans by mid-year and 200 million by the end of 2013.
  • New Lineup of 4G LTE Devices: T-Mobile announced today that it will have several 4G LTE capable devices, including the upcoming availability of iPhone 5, as well as the Samsung Galaxy S 4, BlackBerry Z10, T-Mobile Sonic 2.0 Mobile HotSpot LTE, Samsung Galaxy Note II and HTC One. 
  • “T-Mobile un-leash” Ad Campaign: T-Mobile tomorrow will kick off a new nationwide advertising campaign that plays off the “Western” film genre.

Check out T-Mobile’s new ad below and let us know what you think. Do you like the attitude of America’s Un-carrier?

Via: T-Mobile Newsroom

Source: T-Mobile Un-carrier

Taylor is the founder of Android and Me. He resides in Dallas and carries the Samsung Galaxy S 4 and HTC One as his daily devices. Ask him a question on Twitter or Google+ and he is likely to respond. | Ethics statement

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  • Hawaiian

    I really like the way they went with their introduction to a new service to consumers. From being with T-Mobile these plans are super simple and the phone pricing is better than it has ever been before!

    Don’t judge until you at least compare it against the other nationals in a like for like breakdown.

    I feel the move is more than positive for T-Mobile.

    • jaxidian

      I think this is a lot of Win for T-Mobile! Once they’re done kicking off these new changes, and while they continue investing in their modern infrastructure, I think they *really* need to invest in some rural infrastructures or at least partnerships to expand their “basic” coverage for people traveling or on the road. This will also allow them to open up into new markets even without their modern networks and blazing speeds.

    • Richard Yarrell

      Major props to tmobile for making some needed changes with it’s customers in mind. Great plans with industry leading devices on a growing LTE network backhauled to Hspa Plus 42. The direction tmobile is heading is definitely outstanding and nothing like the other three carriers. Kicking Verizon to the curb in June 2012 definitely was a great move on my part. Time for all the haters to face facts 2013 is all about tmobile/metro. Nothing else will even matter.

      • squiddy20

        Speeds are great… if you can get them outside of most major metropolitan cities… Go 20 miles outside of most of those areas, and you’re stuck in 2G/EDGE. T-Mobile’s own coverage maps practically depict as much. Moron.

  • GE918

    I think T-Mobile has finally found their niche.

    • jaxidian

      I think this is more than a niche. I think this is targeting a very mainstream audience! As I mentioned above, they still need to expand coverage to increase that mainstream audience but this is definitely bigger than a niche! Maybe 5 different niches in one, but not just one niche.

      • scubabum

        Agree. T-Mobile has been upgrading its network to 4G LTE, adding the latest/trendy smart phones to its inventory and now offering consumers a simple plan to choose.
        This is a good business practice. Serve well and they will come.

        Great commercial!

        • Derek

          They need to grow their network size past the city limits and get out to the suburbs where people actually live. Until then, it’s useless.

  • hurric

    Would be good if some of Canada’s carriers changed something..they gouge you here and lock you on 3 year terms…

    • jaxidian

      I’d TOTALLY be going prepaid in Canada from what I hear! 3 year contracts are terrible! Hell, I hate 2-year contracts! Didn’t mind 1-year contracts so much back when that was an option.

    • Hawaiian

      I thought 2 years was a tough pill to swallow, come on Canada! :-)

      • hurric

        I got on a 3 year contract in order to buy my Nexus S on a discounted price which I’ve already replaced on my own with a N4 and I still got a year on my imagine that. I’m with Fido by the way.

  • Vance

    I’m interested and excited to see how their timing works out. Obviously this is the long term ideal wireless model. The concept has been proven in basically every other industrialized nation on Earth. The only potential issue I see for magenta is that in the US such contract free plans have been around for years but are typically associated with lower tiered service providers in highly localized markets with limited device selection. T-mobile is obviously none of those things but I wonder if, in their haste to be the first of the big four to dive head first into the contract free model, they got a little bit ahead of themselves relative to the, as of yet, limited availability of their 4G LTE network. Not that you can’t have one without the other, but if the goal is to sway out of contract Verizon defectors to the land of unlimited no contract wireless, the network had better be mature, stabilized, and nationwide. Nobody wants to take a step backward in coverage quality. Regardless this is great news. I love my magenta!

    • jaxidian

      While their LTE network is the future, their HSPA+ network is ~80% as fast as Verizon’s LTE network. So other than the fancy buzz words, LTE isn’t the only thing there to tempt people from Verizon and AT&T. Even without LTE, the speeds are already there today, as long as they have good coverage in your market, which is still a big “if” right now. IMHO, that is the one thing that might have served them well to invest in before making all of this noise if they wanted the largest possible adoption rate with these changes. Fortunately for me, TMo coverage is even better than VZW coverage here where I live (Indianapolis).

  • teen-mobile

    Oh oh, t-mob must be desperate i guess, they are at the bottom and i have a feeling their mostly poor prepaid customers cant afford the iphone 5.
    T-mob is muricas least preferred carrier..

  • Max.Steel

    T-Mobile > Verizon and AT&T.

    • iamXiV92a

      I like my AT&T service, but to get on a network that isn’t as burdened at the Blue Deathstar’s is very VERY tempting… especially with T-Mobile’s lower prices!!! My brother and I are contemplating jumping ship

  • heat361

    I love how T-Mobile is putting pressure on the other carriers!

    • 787 just crashed into the ocean

      Like HTC does and both will end up going bankrupt and file for chapter 11!

  • jamal adam

    I love the direction T-Mobile is going and it’s great to see that they are making a space for themselves. I am excited and happy and this is definitely a new dawn for T-Mobile and it’s customers.

  • steven

    In today’s announcement, T Mobile said there is a fair use clause in there unlimited data plan. I want some reporter at some blog to get more information on this. It sounds kind of fishy. Does this mean you can’t stream music 8 hours a day every day because it will put too much stress on the network? This is what the MVNO prepaid carriers do when they advertise unlimited and don’t provide it. 4 people who use about 2 gigabyte of data a prepaid carrier like straight talk is still the better deal at tnly 45 dollars compared to T Mobile 60 dollar plan.

  • donger

    About time, get rid of contracts.

  • Brian Carr

    Taylor — From a marketing perspective I gotta say I love the campaign, message, and some of the printed/visual collateral at the event, such as the large pink arrow going astray. Must say the cowboy ad doesn’t grab me though — lacks any thought leader tech/mobile vibe or visuals. Would have expected something more along the lines of Virgin Airways’ mold-breaking ads a couple years back that showed the simplicity/common sense of the product with those using it. I mean the cowboy visuals in this ad could be boilerplate for any auto company, bank, airline, beer company, credit card, etc. Cheers.

  • Mosart

    That’s all cool but what about the people that signed a contract with t mobile are they going to cancel or keep them locked in that contract?

  • Jessica

    Tmobiles new plans allow you to upgrade at anytime….and buy a new phone at full price. If you’ve been with them for years you’re no longer eligible for upgrade pricing. Right now they advertise the Samsung galaxy 2 for $99.99. If you’re an existing customer and due for an upgrade you pay $369 for the galaxy 2 but if you’re a brand new customer you get the phone for $99.99. How does this make sense? They dont support their own products anymore and would rather loose existing customers than give them the same promotional deals they offer new customers.