T-Mobile’s New Print Attack Ad Hits AT&T, Verizon Again, And Again

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Aside from the fact that T-Mobile CEO John Legere directly tweeted this to me which makes me feel all kinds of appreciated this morning, it’s another great ad. The follow up to Monday’s attack on AT&T now lumps Verizon’s upcoming Edge plan in the the same aggressive boat as AT&T’s Next upgrade plan.

“Either AT&T and Verizon don’t think things through, or they don’t think the rest of us will.”

I couldn’t have said it better and while I stand by the assertion that T-Mobile’s JUMP! plan still has its own set of limitations, it’s a night and day offer comparatively.

“AT&T and Verizon have finally separated the cost of the phone from the rate plan, but forgot to give customers any savings on the plan. But with T-Mobile’s JUMP! You can save more than $50 per month with unlimited high-speed data compared to AT&T and Verizon. JUMP! also let’s you upgrade when you want, not when you’re told. Upgrade 2 Times a year if you want, after just 6 months in the program.”

So what do you think, is this more aggressive T-Mobile print marketing for the better? I say hell yes.


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  • Sean Ringrose

    This is going to sound crazy, but by the end of 3rd quarter 2014, I expect T-Mobile to narrow the gap between 2 and 3 to the point where it is highly likely T-Mo can overtake #2. Insane? Yes. Then again, so is Legere. And we all love him for it.

    • You mean between 3 (sprint) and 4 (T-Mobile)?

      • Sean Ringrose

        No, 2 and 3. Sprint won’t stay at 3 for long. I’d expect T-Mo to overtake them by Q1 ’14. Hence Q3 ’14 being the target for the move for #2.

        • Octavio Araujo

          Your projections are so true. John Legere may have a few screws loose (personality wise) but we all have to admit that he is a very astute individual when it comes to the telcom industry. Look what he did for Global Crossing a bankrupt data company turned into a major player in its sector of business and look at what he did to T-Mobile within a year. So I see T-Mobile surpassing Sprint by next year and Softbank has to give Sprint an major overhaul which would take about 5 years to completely take place. In my opinion through my analysis I personally believe T-Mobile will acquire DISH Network and receive the LIONSHARE of the 600MHz spectrum the government is auctioning out next year. AT&T and Verizon are being capped (limited) on the amount of the spectrum it can get. Sprint will be capped also so that leaves T-Mobile. I feel that T-Mobile expansion will be based on the 600MHz spectrum and can possible reach the number 2 status in the future.

        • fsured

          What makes you think T-Mobile will be the one to acquire Dish Network? Or do you mean that the merger of the two companies would happen?

        • SouthernBlackNerd

          Why will sprint get capped?

        • vrm

          I keep hearing this 600mhz non sense. The AWS spectrum is being freed up for commercial use by the fed govt. (currently held for govt use only). Soon they will be auctioning that and be assured that tmobile and at & t will both get some. That also means at & t will be moving in on tmo territory with the AWS spectrum.

        • superg05

          600mhz is not non sense its the only way to cover large rural areas with coverage cause it travels extremely far aws does not

        • g2a5b0e

          That’s just unrealistic. Sprint has a 10 million customer lead over T-Mobile. Even if they gain a million customers each quarter, it would take 2.5 years to catch Sprint & that’s if Sprint shows no growth over that time. Optimistically, I’d like to see T-Mobile overtake Sprint in 3 years, but I’d honestly be surprised if it happened that quickly.

          EDIT: Real talk, man. AT&T has over a 100 million customers. Over 60 million more than T-Mobile. If you really think T-Mobile can approach that in one year, please allow me to partake in whatever it is you’re smoking. It has to be amazing.

        • Sean Ringrose

          You underestimate the power of Legere.

          It is ambitious, but I think there is a distinct possibility the way he has gone about it will benefit T-Mo. The power of this kind of advertising is in the pulling of existing customers, which is the equivalent of a double-hit for other companies or double-positive for T-Mo.

          Either way, a 10 million subscriber lead is really only 5 million if you take 5 million from Sprint. That’s pretty damn realistic over 6 months.

        • g2a5b0e

          Once again, highly unrealistic. Even if 5 million customers defect from Sprint in 6 months, which has no chance of happening, they’re not all going to T-Mobile. Do some research before coming up with such unrealistic figures. Moves in the mobile industry just don’t happen that fast.

        • 21stNow

          I think that you underestimate the power of the Baby Bells’ subsidiaries, their marketing power and their lobbying power. As long as there are Baby Bells, they will be numbers 1 and 2.

        • JJCommonSense

          Hey Don’t hate on his optimism… The only real limit to our potential is that which we place on ourselves.

        • g2a5b0e

          I love your second clause. I say that all the time because it’s so true, but I’m not hating. Just being realistic.

        • JJCommonSense

          I feel you…. But when the odds are stacked against you thats your true opportunity to shine. I’d rather think we can shine than think that we’re not capable…. ESPECIALLY given the blows to the industry TMO has been landing lately.

        • Sean Ringrose

          Let’s look historically, except you can only project and assume. T-Mo is in a situation, and is creating a volatile storm in the carrier/subscriber mold. They have already seen a nice little uptick in customers switching, and this will continue to happen at an increasingly faster rate.

          Just because it has never been done before, and all your data says it can’t happen again doesn’t mean it won’t or it can’t.

          There is a first time for everything, and to assume a market shift is impossible is just as insane as assuming it is possible. All it takes is one very strong catalyst and a financial meltdown. And if you don’t think that can’t happen within a year, you don’t pay attention to the news much do you?

        • g2a5b0e

          I pay a ton of attention. I guess we’ll see who’s right in a year’s time then, huh?

        • Sean Ringrose

          A little over a year. End of Q3 is October.

          And I said narrow the gap between 2 and 3, and that T-Mo would be 3. Just so we’re clear here. Because I also expect you to come back here in a year on some article that has nothing to do with this particular discussion and randomly admit I was right (or I was wrong).

          But yeah, we’ll see.

        • g2a5b0e

          Fair enough. Of course, we’ll know whether or not it’s actually gonna happen well before that.

        • bleeew

          But I fear the SoftBank merger might make it harder for T-Mobile to reach #3.

  • vrm

    Since you have his ears, ask him about expanding coverage beyond metro areas where edge or no service exist.

  • Bryan

    I, too, think there is momentum building for T-Mobile. I just switched from Verizon (after 4 years of service) this past weekend, and so far so good. It just makes me feel better that my money is going to someone whose policies are more customer based. I’m just hoping they use the new customer influx to update their 2G to 3/4G and bolster metro LTE. I would happily use a network of rural 3G and metro 4G. Anyone who thinks they need 4G everywhere is crazy. Of course, maybe it would be more cost effective to just rollout a complete 4G network. Only the bean counters know for sure.

    • turtle6988

      It’s possible they do not have spectrum in those areas to turn up 3G or 4G. Yes GSM and 3G U1900 run off the same spectrum but they may not have enough 1900 spectrum for 3G unless they turn of 2G. Unfortunately GSM is an international standard that phones around the world use.

      • Adrayven

        Many are phasing it out though. ATT plans I completely divesting itself of GSM by 2017 I think.. If TMUS completely dropped all of GSM and converted it to HSPA tomorrow, my feelings would not be hurt.

        I don’t think it would be as bad as some think. However, I think TMUS has some businesses that use it as part of their networks? if I remember.. so they can’t..

        Consumers are more ready to upgrade that businesses.

    • Richard

      anyone who thinks they need 4G everywhere is crazy funny how u say that im not asking for 4G everywhere all im asking is decent signal outside the city i live in los amgeles and go to vegas,san fransisco, yuma aArizona, sacramento and im telling u once u on the 101 or 5 and leave the city its HELL with tmobile sometimes it dnt even have 2G available some places straight out go to no service while att and verizon ALWAYS have at least 3G

    • 21stNow

      One could say that anyone who thinks that he needs a phone with him everywhere he goes is crazy. People want what they want; there is no need to call them crazy for wanting it.

      • Bryan

        It’s true, and the providers are there to give us what we want so they can have our monies. I was just trying to make the point that I would be happy with 3G replacing all the 2G instead of true nationwide 4G :)

    • bleeew

      I tried LTE on my uncles new GS4. It was faster than the LTE I get on Verizon. It was 24 mbps down. On Verizon I get 11mbps(in 2011 I got 17mbps down).

      • Bryan

        That seems to be par for the Verizon course. I guess it makes sense that the nation’s largest carrier is also the most congested.

      • Luis Espinal

        WOW that was FAST on Verizon LTE. Its’ funny because I had an iPad 3 on Verizon, and I loved looking at the LTE pop up at the beginning of the year EVERYWHERE i went. Unfortunately it was slow as molasses, omg! I did speedtests all the time, the highest was 8mbps!!! In rural areas, New Fairfield, CT to be exact, where Big Red claims to supercede T-Mo, I was getting an awesome 300k! I luv it, LTE lightning speeds on Verizon are a joke..! Before I forget, now I get HSPA on my N4 in New Fairfield, CT. Thank you T-Mo!

  • kev2684

    a wireless brOTP was born

  • Ryan_615

    T-Mobile’s customer service has been unbelievably frustrating lately. I was completely unable to upgrade a phone on my account through the website or over the phone despite five or more phone calls over a week. I was told multiple times that they would call me back later in the week to verify that everything was going through, but never once received a follow up call. I was told that all was taken care of only to find out my order was cancelled (6ish times!). Finally, I was given a small credit for my time and was sent to a physical store to make a purchase. This, despite the fact that the stores do not carry the purple Xperia Z (which is what the Wife wanted) and the nearest store is 45 minutes away. Unfortunately, my Wife needed a phone ASAP since she is headed out of town soon and recently broke her Galaxy S2. It was terribly frustrating how they made it impossible for me to commit nearly $600. I was ready to walk away, after fifteen or so years. Then it dawned on me, AT&T is EXPENSIVE! Given, they have coverage in many places T-Mobile does not, but 98% of the time I’m in my home market. So until I start traveling more, I will stick with what’s affordable, despite the horrible customer service. John is exactly right, though. There is no discount on the large two when you are off contact and not paying your subsidized device fees. Let’s face it, that’s some BS right there.

    T-Mobile really needs work in the customer retention department, though. When I’m trying to give them money and essentially commit to another two years, they shouldn’t act in such a way that I’m starting to shop around. That’s a complete failure on all levels. All I can say is, if they weren’t significantly less expensive than the others, I would be out. I do still recommend T-Mobile to friends, but I let them know up front what to expect: the best value with terrible Customer Service (in store CS tends to be very good, though). I honestly don’t know how some of my friends afford AT&T/Verizon.

  • Jay J. Blanco

    Good ad! T-Mobile Upgrade plan is way better and less expensive then Verizon and AT&T anyways

  • TMoFan

    This aggressiveness is what’s been lacking until Legere took over. T-Mobile is no longer the doclie carrier that it once was and now as UNcarrier it’s shaking up the industry by exposing the subsidy scam and innovating with programs like JUMP. The Twin Bells’ cheap trick only benefits them and it’s a lame attempt to copy UNcarrier.

    The future looks good for a change.

  • Mobilewolf789

    Legere has such a colorful and animated personality that when you compare him to the past president or last two presidents you’d think they were stuck in a comatose state. What was the last one’s name again… Ho Humm? (I know he probably shouldn’t count)

    • superg05

      he would make a good US president he’d get my vote(i know your talking about corp pres’s)

    • wasapasserby

      One of them tried to run for Mayor of Seattle. I forgot his name; he had the personality of a lobster.

  • Bob Archer

    I never like attack ads. It always makes you look desperate. That said, I hope phase 3 of the UnCarrier changes is shared data plan. 500MB per line is probably not enough, but 2.5GB per line is probably too much. I’d love a Ting approach to T-Mo billing at least for the data plan.

    • MuthaFuckinStephen

      The CEO said it himself. He doesn’t believe in shared data. He doesn’t even like that idea. Thank god this guy is putting himself in our shoes. Well… Sorta.

    • superg05

      its not attack look at what there doing first they take t-mobiles idea warp twist and darken it against there own users and make them pay twice as much for a scam of a plan I’m glad someone is bring attention to it cause alot of consumers are dumb and wont notice till they feel a pain in there as$ with blood dripping down there leg

    • 21stNow

      I normally don’t like attack ads for similar reasons. However, I think that this is an exception. T-Mobile is the company that can call out AT&T and VZW for double-dipping like this, since consumers (as a whole) refuse to. And, the time is right for this counter-attack.

  • Paddy_Tanninger_Caddy_Manager

    continued attack on contract carrier concepts, nice

  • wilde_ride

    Love it!

  • sushimane

    Tmobile dont play!!!!!

  • Tmo1082

    Its good advertising but reading commits on other sites and talking to people they always bring up T-Mobile’s coverage. Its always how “LTE is good but its only in the major cites” and then people say something like “T-Mobile doesn’t have 3G or 4G available in rural areas and out side of the cites you only get edge.” Until T-Mobile does something about their coverage and in some areas just the perception of the coverage in areas they do have good coverage then attacking the competition on better plans wont make people switch if they think they wont have service.

    • josephsinger

      Reality is and has been for some time that T-Mobile is considered the “value” carrier and have been weak as far as rural coverage. It’s nothing new. What commenters on other sites fail to address is how AT&T and Verizon’s plans are no bargains at all and in fact make the customer pay for their device twice with nothing to show for it except a new device (once a year.) AT&T and Verizon’s offerings are also for those people who just have to have the latest bleeding edge device and can’t afford to plop down full MSRP.

  • steveb944

    Hell yeah!

    In more detail, I’m glad to see them attacking BOTH Verizon and AT&T.

  • avshopper

    Since Tmo is NW (Seattle) based I wouldn’t mind having an ad with Richard Sherman saying to ATT & Verizon, “You mad bro?”

    • josephsinger

      I’m not sure which “NW (Seattle)” you are referring to since T-Mobile’s headquarters are in Factoria (Bellevue.)

      • k

        Well Bellevue is in the great Seattle area.l

  • josephsinger

    It’s good as far as it goes. Mr Legère fails to mention that the JUMP program is hardly a give-away and is hardly the best thing for the end user unless that user absolutely has to have the most current most bleeding edge device every six months.

    • thepanttherlady

      Why would Mr. Legere claim that the JUMP! program works for one customer over another? It’s up to the customer to make that determination, he’s just provided us with another choice if we want it.

      It works for my daughter who only upgrades when she absolutely has to but this saves her $2 and possibly taxes each month. It doesn’t work for me and I upgrade every few months. See how easy that is? :)

    • Luis Espinal

      “most current most bleeding edge device every six months” is for some T-Mo customers, this is why they’ve created this. They’re not forcing EVERY Tmo Customer to join JUMP, theyre simply satisfying a need (cheaper) for that category of customer.

      • Shoaib Sheikh

        and grand pas can keep same phone for 6 years no one is forcing them to join jump program.
        Instead of me searching new phones on craigslist ebay each 6-8 months, i can simply join jump program, SAFEST way to upgrade.

  • abolds4397

    I love the changes going on with T-Mobile! I have been a long time member and I plan on hanging out for the long haul! Keep kicking the can at them T-Mobile, keep kicking the can!!!

  • Diego

    I was with Verizon going back to around 2000 or 2001 and then I was with out a cell for about 2 years and then got back with them in about 2004. Just two months ago I left Verizon because I got tired of paying such high prices and now I pay $50 a month. yes my service is not as great as it was with Verizon but seriously its no big deal I have been able to get service 99 percent of the time. Even on my trip from California to Idaho I had signal in most places. I am so happy TMobile has been making these bold moves and I know Verizon and ATT are watching because Tmobile is coming up foreals.