In order to tempt new customers to stop doing business with its competitors and test-drive the T-Mobile network, the brand set up a campaign called #neversettleforVerizon. This comes in response to Verizon's own #NeverSettle campaign and provides people who make the switch with a free T-Mobile phone for two weeks on an Un-Carrier plan. What's even more enticing is that an existing phone number can be ported to this new phone, without getting rid of the old line entirely.
Since ending contracts early generally mean you have to pay up big time—often in the range of hundreds of dollars—T-Mobile promises to cover any service costs that come up when the network is being tested as part of the trial.
T-Mobile's aim is to offer mobile users more freedom with fewer paid upgrades, penalties for using too much data and binding contracts.
Crossover Phone Plans
The T-Mobile Network Tackles a Competitor with Incentives for New Customers
Trend Themes
1. Crossover Phone Plans - Opportunity for wireless carriers to create crossover phone plans and incentives for customers to switch from competitors.
2. Promotion Campaigns - Opportunity for mobile companies to run promotion campaigns to sway customers from their competitors.
3. Flexible Carrier Plans - Opportunity for mobile carriers to offer more flexibility in their plans to attract customers away from competitors.
Industry Implications
1. Wireless Telecommunications - Disruptive innovation opportunity for wireless telecommunications companies to offer more incentives and flexibility to customers.
2. Mobile Devices - Disruptive innovation opportunity for mobile device manufacturers to partner with carriers to offer incentives for customers to switch to their devices and services.
3. Digital Marketing - Disruptive innovation opportunity for digital marketing companies to help carriers create effective campaigns to persuade customers to switch from competitors.