Goodbye Stick Together, Hello “Simple Choice” And A Brand New T-Mobile

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We had a pretty good idea that T-Mobile would kick off a brand new marketing campaign with UNcarrier and today we’re seeing exactly what it is. Say your goodbyes to “Stick Together” and welcome “Simple Choice.” T-Mobile’s calling 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.

T-Mobile’s newly announced Simple Choice branding will kick off with the “Western” film genre, previewed here. One thing is for certain, this is a brand new T-Mobile and they’ve got a fighting spirit, that’s for damn sure.

Press Release: 

T-Mobile Makes Bold “Un-carrier” Moves

Announces radically simple unlimited plan; axes contracts, unbundles cost of plan and device with lowest upfront costs, lights up 4G LTE network

NEW YORK — March 26, 2013 — T-Mobile has been talking the talk; now it’s walking the walk. The company, known for its “Un-carrier” attitude, today announced a series of moves to address consumer frustration with the unnecessary cost and complexity of wireless.

The moves include radically simplifying its lineup of consumer rate plans to one incredibly affordable plan for unlimited talk, text and Web; ensuring that customers never have to sign another annual service contract through T-Mobile retail outlets; and enabling customers to get the most popular smartphones whenever they want for the lowest upfront cost. T-Mobile also debuted its blazing fast 4G LTE network service in seven major metropolitan areas.

“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.”

Un-Restricted, Un-Limited

Central to today’s announcement is a radically simple approach to consumer rate plans — the Simple Choice Plan. A break from industry norms, the Simple Choice Plan eliminates restrictive annual contracts, taking pain and confusion out of the wireless experience.

What could be simpler than one consumer rate plan?

Simple Choice asks customers two basic questions: How many lines do you need, and how much high-speed data would you like? Customers start with one line at $50 per month for unlimited talk, text and Web with 500MB of high-speed data. Customers can add a second phone line for $30 per month, and each additional line is just $10 per month. They can also add 2 GB of high-speed data for $10 per month more per line. Unlimited 4G data is only $20 more per month per line. No caps. No overages. Just simple value.

Also, because T-Mobile is the only major U.S. wireless company to stop requiring consumers to sign annual service contracts, customers have far more flexibility with how they buy and use wireless devices. Traditionally, getting a good deal on a new phone has meant agreeing to an expensive service for two years. Upgrades typically weren’t allowed (without significant upfront costs) until contracts expired, and it was often difficult to ascertain the true value of a device offer because it was tied to a long-term annual contract.

With T-Mobile’s un-restricted approach, customers can purchase great devices, pay for them in affordable, interest-free monthly installments, and upgrade anytime they like — not just when their carrier says it’s okay. Customers can even use their own unlocked device. Monthly statements are easy to understand since the price stays constant from month to month, and the device cost is clear and unmistakable.

Customers can find more information about T-Mobile’s Simple Choice Plan at nationwide T-Mobile retail stores, on http://www.T-Mobile.com, and through select dealers and national retail stores.

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  • rob

    Awesome! Awesome! Awesome!

  • Matt

    Yes, I saw the latest smartphone at your competitor, it’s not available at T-Mobile, let alone getting it for less.

    • thepanttherlady

      While I like the new direction T-Mobile is taking, that ad is a little misleading. In the small print it says “less out of pocket at time of activation” which does not equal getting it for less.

  • anon812

    What they dont tell u is that for existing customers trying to migrate to the simple choice plan, u have to pay $200line upfront. the rep told me u will make up the savings in just 8 months. so much for keeping your existing customers happy t-mobile..

    • enoch861

      If your still in contract then there is a migration fee. Technically, your canceling because with the new plans, your free to leave whenever you choose.

      • sonicmoon

        You know.. Entitlements R Us mentality

      • Will

        That’s only true for Classic Plan customers. Value Plan customers are slaves that are held to our contract and charged $200/line if we try to break free (even if we change to the new plans).

        Free the Value Plan slaves!!

        • Dion Mac

          bug off

        • Will

          No.

    • NinoBr0wn

      So you were fine up to this point, but all of a sudden when you can’t get out of a contract *you* previously signed, you’re an unhappy customer? LOL

      • Dion Mac

        church!

    • Mike Fernandez

      I think when they came up with this new marketing strategy, they should have thought about US, LONG TIME VALUE PLAN customers who still have an existing contract with them. NOT JUST NEW CUSTOMERS. So, we really have to WAIT UNTIL THE CONTRACT EXPIRES, to enjoy this new PLANS! It SUCKS to be tied with this VALUE PLAN and wait for the contract to end!

      • AndroidProfit

        IMAGINE THAT! Having to LIVE UP TO YOUR AGREEMENT….SHOCKING!

      • http://about.me/daylondeon Deacon

        the point of a value plan has always been that you can upgrade a device whenever you wanted .. that still remains even with value plan contracts that still exist for some .. the only thing you can’t do is change plans but why would you want to when your plan is the exact same plan as the new ones without a contract?
        i don’t mind riding out my few remaining months because i’ve always been able to upgrade whenever i wanted to … i love the low monthly price i’ve enjoyed and will continue to enjoy it

        • Will

          Then why not just end the contracts and free the Value Plan customers. T-Mobile has nothing to lose. Unless they plan to force all the new customers into contracts in the future.

        • Mike Fernandez

          I chatted with TMO customer care, I got 2 lines for upgrade and 2 line that are not. I cannot upgrade until Dec 2013 even I have 2 available upgrades other wise I will pay ETF/Migration fee of $150 and $100 for a total of $250 for the 2 lines if I want to avail their new plan which by the way would save me around $25/month rather than my current plan. Can’t wait till Dec 10th 2013!

        • http://about.me/daylondeon Deacon

          no idea on that one .. i guess it could be as simple as hey you signed it, we gotta stick with it. they can’t eliminate current “in progress” contracts.

    • CalicoKJ

      They didn’t cancel existing contracts, just not requiring them going forward. If you are <18 months into your contract, there's a fee. However it does step down as you progress through your contract, and per my local store, it's tied to the phone's upgrade date/status. For example, I am 16 months in on my newest line (all of my other lines are due or on BTV). My migration fee would be $50. My monthly phone bill would be $50 lower. So I can wait 2 months for the $0 fee, or switch and save a net of $50.

    • AndroidProfit

      That is because you ARE STILL IN CONTRACT! You want them to let you out of the contract YOU AGREED TO without penalty?

      • Will

        Yes. They want to be the “unCarrier”. I want to be “un-Contract”.

        • Dion Mac

          bug off! I aint gone tell you again!

        • Will

          No you are being a bully just like the carriers that T-Mobile is so desperately trying to distance itself from.

        • Dion Mac

          Yet you want to leave. #Vamoose!

        • Will

          Let me simplify it for you: there is no leaving because T-Mobile is keeping the Value Plan customers around as slaves.

        • AndroidProfit

          So ghetto fabulous

    • callingOutNames

      Honor your contract and STFU! Man up!

    • Neftaly

      wait, you are aware you still under contract.

    • ncmacasl

      That is what my early termination fee is!! ARGH!!!

      • bob90210

        Bingo! The migration fee is basically the same as the early termination fee since you’re terminating your contract and moving to a no contract plan.

  • Will

    Except that they are still holding previous Value Plan customers slaves to their contracts. Come on T-Mobile; Free the Value Plan slaves!! Let us have the freedom we deserve as we stuck with you during the AT&T ordeal.

    • redman12

      You expect a free ride?

      • Will

        What free ride? It was more like they dragged us Value Plan customers behind in chains on while they were riding their horses. All Value Plan customers paid full price for their phones. There was no free ride. Get your facts straight.

        Plus new customers get no contract for less money? How does this make sense?

        Free the Value Plan slaves!!

        • callyououthard

          Simple new customers are signing a contract, You have one so honor it and shut up. I’m sure you understood the terms and conditions when you sign it. I bought a car last year 2012 model and now the 2013 has a different body style. By your Theory i should go back to honda and bitch about how I’m a slave to my loan contract and demand them to void my contract and set me free to buy the 2013 new model.lmao

        • Will

          Honda is not claiming that they are the new “un-Car company”. T-Mobile claims to be different. But really they are just another carrier holding people slaves to contracts.

        • Dion Mac

          Fail

        • Will

          Not Fail.

        • Will

          Not Fail. I speak the truth.

      • anon812

        how is that free ride when you are still with T-mobile?

        • GermanMan

          Contracts must be honored, period!

        • Will

          I hope new customers see how poorly they treat existing Value Plan customers. They did this to us before when they switched us off the Even More Plus plans to the contract ridden Value Plans. History will repeat itself.

        • Genecio

          If you pay the migration fee they’ll let you out.

        • TechHog

          I’m willing to bet that, in spite of all of your complaining, you have less than a year left on your contract and you’re moaning over $50.

        • Long Island Steven

          We’re all going to use our phones on a carrier. If not tmo then it’ll be with someone else. It’s just a better deal with tmo.

    • AydThird

      You just gotta finish your current contract period… the one you signed, you will be set free after.

      • Will

        There was no signing of a contract. I asked for a copy of it and they cannot produce one. They will never let us slaves free.

    • Mike Fernandez

      Yes , I agree with this one! Free us ! Free us from being SLAVES VALUE PLAN customers! And if you do this, It will be AWESOME!

    • calluoutPooZ

      Come on dude. Life doesn’t work that way. What if Tmo didn’t honer your contract and jacked up your price, how would you feel. Be an Adult and keep your contract word.

      • Will

        T-Mobile started it today. They claim they want to be different. Let them free the Value Plan slaves and then they truly will be the the “unCarrier”.

        And most of the Value Plan slaves would probably stay. It’s just that we don’t like being held against our will while others are free to roam the wild west network we all call T-Mobile.

        • thepanttherlady

          T-Mobile offered non-contract plans before too. If you chose to sign a contract instead, you’re not being held against your will. You made a choice.

          Pay the ETF and go.

        • Will

          You are missing the point. I don’t want to go. I want to be free like new customers. Free the Value Plan slaves.

        • thepanttherlady

          Didn’t you just post yesterday that you get horrible service in the D.C. area but your contract ends in August and can’t wait to go but that T-Mobile is being a bully and won’t let you out of your contract?

          If what you posted yesterday is true, then you are 18+ into your contract and can migrate fee free to the new value plans and can then cancel your contract and GO!

        • Will

          Nope, that only is true for Classic Plans. Value Plans don’t have a migration track. There is only the ETF for ending the current contract.

          Free the Value Plan slaves and let us make up our own decision whether or not the coverage is worth the price. That’s all I ask. Don’t market that you are not going to act like the other carriers and then still keep current customers slaves to contracts. Give me freedom and let me decide whether or not I want to give T-Mobile the time to fix its problems.

        • TechHog

          As a black man, I find this free the slaves talk offensive.

        • Will

          Don’t bring race into this as it has no place in this discussion. Historically there were slaves of every race, color, religion, etc. No one except you said anything about race. It was wrong then and it is wrong now. Slavery is bad regardless of race, religion, etc.

          We Value Plan people are slaves because we cannot leave without buying our freedom. We are talking about cell phone contracts, not race or religion.

          I am offended by anyone that brings race into a conversation that had nothing to do about race.

        • Spanky

          I always thought that signing a contract for a non-subsidized plan was a complete joke. While I understand where you’re coming from, no one forced you to sign a contract. With that being said, it would be good PR for T-Mobile to eliminate the contracts of Value Plan customers.

        • Will

          Yes, as T-Mobile itself points out…there is no reason for a contract. So Free the Value Plan customers.

        • Mark

          You can migrate to the new plans for free if you are a value plan customer. If you are a classic plan customer, you may need to pay a Migration Fee depending on when you last received a subsidy. Why not just sign up for the new plans and save some money? If you have a contract under your value plan, it just carries over to the new plan but it does not renew. You should be glad T-Mobile even lets customers switch plans if they still have a contract. T-Mobile said “moving forward” we are doing things differently. Yes it sucks that you cannot get everything you want but that’s life. Either deal with it or sign your life away to the other big 3 for two years and be their personal you know what. In less than a year, all the dust from these changes will settle and I do believe T-Mobile will start to turn a solid profit. There are going to be kinks asking the way but that’s life.

    • http://www.facebook.com/stormcityusa Storm Millenium

      Nope! Ur screwed bro! If you wanted freedom then you should’ve never signed up for a 2yr Value Plan in the first place.

      Sucks for you!

      • Will

        Then T-Mobile did not do as they claimed. They are just another carrier and not doing anything different. Too bad. They had an opportunity here and failed.

  • Savage

    for someone like me who has 4 lines and likes to get a new phone each year while dishing off the old phones to the kids is awesome.

    • anon812

      hopefully ur contract is expiring soon… else you have to pay the migration fees of $800 for ur 4 lines. and icing to the cake, no easy payment plans for migration fees..all upfront.

      • JungleJunkie

        I was told by customer care that they can break up the migration fee into monthly payments, so we’ll see.

        • Mike Fernandez

          Hopefully It’s TRUE!

      • ChristianMcC

        I had 7 months left on my contract and they waived the migration from classic to value, but I doubt they will do that now for anyone since there is no contract. I definitely don’t mind the contract for our 5 lines at $140 before discounts and taxes.

  • AndroidProfit

    This is a SHELL GAME! They have SIMPLY lowered the cost of service in exchange for ARTIFICIALLY INFLATED phone prices! This Lagrese guy is a SNAKE OIL SALESMAN.

    • bob90210

      If you believe that, then don’t buy the phones from T-Mobile and take advantage of their lowered cost of service.

      • Dion Mac

        Thank you. That Robert Simmons guy always got something negative to say! IT GETS OLD!!!!!!

        • AndroidProfit

          Sorry if a differing opinion threatens you.

        • bob90210

          I really don’t understand why you don’t like the new plans. If don’t like T-Mobile’s artificially inflated prices, you can buy you phone from somewhere else. The subsidy model that T-Mobile had (and other carriers still have) force you into paying the carrier’s artificially inflated prices.

          If you don’t like T-Mobiles (now lowered) prices on the plans, you can use a different carrier. With no contact, there’s nothing to stop you from finding the best deal for you.

  • ncmacasl

    So if I am stuck in a contract now, Can i swap plans to a no-contract option, then how soon can I move to another carrier??????

    • Will

      If you try to leave and still have your contract, they will charge you $200/line. Nothing has changed. You are not free. This is all just marketing hype.

      Come on T-Mobile. Free the Value Plan slaves. Be the un-Carrier you claim to be.

      • Tony

        How many trolls can the other carriers buy? Five people in one thread with the same exact verbiage?

        • Will

          Anytime there is someone with a different opinion that yours, they are a troll? Let everyone hear the truth out there. Spread the word: Free the Value Plan slaves!!

        • anon812

          i’m a genuine tmo customer..we all have the same gripe. existing customers should not be penalized to migrate when you claim that you are setting customers free. i called c care right after this press release and was transferred to loyalty, i got conflicting versions from billing and ccare. one says migration fees cannot be broken down, one says it can be..but my question to Tmobile, why do u want us to pay when u r having new customers come in to this plan for free?

        • thepanttherlady

          We don’t all have the same gripe. I never had a problem signing a contract and am in no hurry to have mine eliminated. It’ll go away when it does.

      • Dion Mac

        OK, I will let you out of your contract so if you decide to cancel you will not have to pay an early termination fee. You WILL however have to pay off any remaining cost of your phone, any loyalty credits we gave you, charge you back for any discounts plans, services, corp discount, monthly credits, or additional credits we gave your phones. OK? awesome!

        So your early termination fees would have been $450, but instead you will only have to pay $1465.43… Would you like to pay that by credit card or electronic check?

        • Will

          I paid full price for my iPhone unlocked at an Apple store. So T-Mobile never financed nor subsidized my phone. So why should there be a contract.

          Credits that T-Mobile has given me: zero. So I challenge T-Mobile to be more than just marketing hype. If it truly wants to be different that other carriers, I challenge it to free Value Plan customers that did nothing other than buy their phone at full price and bring their own device to the network. That is what T-Mobile asked iPhone users to do. Now is T-Mobile up to the challenge?

        • Dion Mac

          In that case you dumb. You weren’t suppose to be in a contract. But as the saying goes, “What you don’t know, may hurt you!”

        • Will

          You really don’t know what you are talking about. All Value Plans have contracts even if you bring your own equipment. So I guess that makes me smarter than you?

        • Andy

          @will, I have a value plan and I just called them. The guy said I can just upgrade now without any migration fee. And I checked online as well and there’s no fee to upgrade fit my family plan.

        • Will

          Correct. There is not a migration fee. However, in some cases such as mine, the new plan is more expensive and there is really no benefit since you will still be in a contract. Good luck trying to get T-Mobile to let you out of their contract. They will never let you go. They will find some way to trap you forever.

        • Andy

          If the new plan isn’t working out for you, you don’t have to upgrade. I don’t think they are killing all the old plans. You get to grandfather your existing plan. For me, I’m right in between. My wife could use the unlimited minutes but I prefer more data.

    • TechHog

      This will tell you everything you need to know http://support.t-mobile.com/docs/DOC-3282

  • Neftaly

    if i really wanted to take advantage of the LTE service, i guess ill hold off of buying the nexus 4. even though i cant tell a difference in speed.

    • Dr. Giygas Devereaux

      If you’re into rooting, you could theoretically use the Nexus 4′s LTE radio unofficially.

      • Neftaly

        unofficially, yes, but isnt google announcing another nexus 4 in the summer?

        • Dr. Giygas Devereaux

          Unlikely. They released both the Galaxy Nexus and the Nexus 4 in October. They’ll probably have a Nexus 7 refresh and release Key Lime Pie at IO. Of course, they could completely change things this year, but I haven’t seen any leaks or anything that imply that.

  • Dion Mac

    I was so hoping they were going with… T-Mobile… UN-Leashed!

    • Will

      They can’t say that when they still have leashes around Value Plan customers.

      • Dion Mac

        I’ve warned you ample times, now you will pay!

        • Will

          The last guy that threatened me did 18 months in jail. Just saying…it pays to have judges that are golf buddies.

  • Hector F.

    So I can go and get the iPhone 5 for $100 down and keep using my current $30 monthly prepaid plan?

    • thepanttherlady

      As far as I know, there are no payments offered for devices with prepaid service. You’ll have to pay full price.

  • Dion Mac

    I love how they keep attacking at&t. They not even worried about Sprint fa real.