ZDNet's Larry Dignan wrote about T-Mobile's first quarter financial results last week and stated they can be considered a real threat to AT&T and Verizon.
T-Mobile's John Legere is known for making bold statements and launching aggressive initiatives. T-Mobile's latest campaign is focused fully on Verizon and is called the Never Settle Trial.
Verizon's current campaign is titled Never Settle so T-Mobile is taking that and offering Verizon customers the chance to try its network with no risk while also stating why customers should never settle...for Verizon.
President and CEO of T-Mobile, John Legare, stated:
Last week, I said we would hit right back at Verizon - I meant it. T-Mobile's 4G LTE network is the nation's fastest. Not faster for the price ... just faster, period. With T-Mobile, you don't have to settle for trickery, gimmicks and carrier BS the way you do with Verizon. I'm so confident in our kick-ass network experience that we're footing the bill so Verizon customers can give T-Mobile a try.
This new trial campaign requires some time and effort on the part of Verizon customers, but has the potential to save them lots of money. Verizon customers need to port their number to T-Mobile on a new T-Mobile phone and then give the service a try for up to 14 days.
If that Verizon customer is satisfied with T-Mobile, then T-Mobile will pay off any Verizon ETF, up to $650, or outstanding device payment. If they are not satisfied with T-Mobile, then they return the T-Mobile phone with T-Mobile paying for the customer to return to Verizon. So while it does require some effort on the part of Verizon customers, there should be no costs involved and there's no better trial than using your primary number on a selected carrier.
The T-Mobile Never Settle Trial starts on 13 May and runs through a 31 May sign up. T-Mobile's press release has a list of reasons it feels Verizon is forcing customers to settle for subpar service with the use of the #NeverSettleforVerizon hashtag.
I've been a long time T-Mobile customer and am quite happy with the network, but also experience better coverage with Verizon. I haven't yet gotten to the point where I am willing to pay lots more money for Verizon though.
You can visit the T-Mobile media page for several campaign videos.