T-Mobile's Latest Attack on Verizon Is a Masterful Marketing ManeuverT-Mobile has co-opted an existing Verizon ad campaign and is offering Verizon customers a free two-week trial in hopes of luring them away from the provider.
ByGeoff Weiss•
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In a business climate where competitive urges are often shuttered behind closed doors, T-Mobile's brash approach to dragging rivals through the mud rings with an uncanny resonance.
In its latest move as the industry's self-proclaimed "Un-carrier,' T-Mobile is taking square aim at Verizon by offering Verizon customers a free two-week trial period with a new T-Mobile smartphone in order to lure them over to its service.
T-Mobile has also completely co-opted an existing Verizon ad campaign entitled "Never Settle,' and reimagined it with the hashtag #NeverSettleForVerizon -- alongside a fleet ofeight video attack ads.
According to the Never Settle Trial, to be held from May 13 to May 31, Verizon customers must port their number over to a new T-Mobile phone. If they ultimately decide to switch, T-Mobile will pay up to $650 in early termination fees. If not, users simply return the phone and T-Mobile will refund any of the costs associated with reactivating.
Related:T-Mobile Offers Businesses Promotions, Cheap Data Plans
"Verizon's sustained, aggressive investment in network technology means we don't have to hide from the truth behind marketing campaigns," the company told狗万官方in a statement. "Respected third-parties using scientific methodology assess our customers' network experience, and tell our story for us -- most rate the Verizon network as fastest and most reliable."
T-Mobile's aggressive tactics are spearheaded by its CEO, the uncharacteristically candid John Legere, who recentlythrew down with Donald Trump in a epic Twitter battle. Legere is also prone to expletive-laden rants at T-Mobile press events, having shouted that the cell phone industry "blows," and calling Verizon and AT&T "high and mighty duopolists that are raping you for every penny that you have."
As the world's fourth biggest cell phone carrier behind Verizon, AT&T and Sprint, T-Mobile may have less to lose in being so controversial. Nevertheless, the company's position as a mouthy underdog seems to be paying off.Last quarter, T-Mobile beat revenue expectations and added 1.8 million subscribers.
Related:Donald Trump and T-Mobile CEO John Legere Hurl Insults in Twitter Feud
