T-Mobile may not be among the major US carriers but the company sure does make enough noise to hit a lot of headlines. It has now released a press release mock-appreciating AT&T, together with fake quotes from AT&T CEO.
Ever since T-Mobile embarked on the US-carrier strategy, it has been doing crazy things. And most of these crazy things are good in that they are improving the competition in the market. For instance, AT&T has come up with an enticing offer for such customers who would switch from T-Mobile to AT&T. Before the competition from T-Mobile, it would have been impossible to expect a similar offer from AT&T.
So while T-Mobile’s campaign is noisy and somewhat childish, what with pointing fingers, calling names and throwing verbal punches, it is inevitably benefiting the customer at the other end. The only entities that stand to lose in this brawl are the major competing wireless carriers such as AT&T and Verizon, and T-Mobile is making sure that everyone knows about this.
The latest press release from T-Mobile is fairly hilarious, with a tongue-in-cheek satire. It starts, “T-Mobile US, Inc. today announced that pretty much everyone at the company is overcome with emotion and still kind of processing the decision by now-ex-rival AT&T to leave the dark side, step into the light, and join hands in supporting the Un-carrier consumer revolution.”
It then goes on to highlight how AT&T’s latest packages are not exactly as great as the carrier makes it out to be. According to the PR:
Call it an awakening,” said Ralph de la Vega, president and CEO of AT&T Mobility, “but I felt it was time to really stir things up and put the customer first for a change. And by “customer” I’m referring to our former customers who switch to T-Mobile, because our current customers don’t really qualify.” De la Vega said that the new T-Mobile switching offer was custom designed to entice its millions of contract customers to go ahead and give T-Mobile a try. “If for any reason you don’t love T-Mobile’s 4G LTE network, which is now faster than ours[i], we’ll actually pay you up to $450 to come back to AT&T, I kid you not.”
The success of T-Mobile’s strategy is further manifest in the fact that it is growing its customer base far quickly than most other carriers. For instance, in the fourth quarter of 2013, T-Mobile added a whopping 869,000 new customers while AT&T could muster only 566,000 new customers.