AT&T, trying to fend off a promotional siege from smaller rival T-Mobile, this morning announced a new promotion aimed at generating more business from new and existing customers — promising a $100 bill credit to anyone who adds a new 4G LTE wireless line to an AT&T account.
The promotion runs through March 31, and applies to new lines for smartphones, mobile hotspots, feature phones, tablets and wireless home phones.
AT&T’s offer could be enticing to existing customers who were thinking of adding lines anyway, but a close read of the fine print will also provide T-Mobile CEO John Legere with plenty of fodder. Among the provisions: “Activation fee $36/line may apply. Early termination fee up to $325 may apply.”
Earlier this month, in a pre-emptive strike against T-Mobile, AT&T launched a promotional program offering a $200 credit to T-Mobile customers who switch from the smaller wireless carrier, plus an additional promotion card worth up to $250 of the value of their smartphone if they trade in their existing device as part of the process.
The following week, Bellevue-based T-Mobile confirmed that it would offer customers of other wireless carriers up to $650 if they switch to T-Mobile, consisting of up to $300 for a trade-in and up to $350 to compensate for early termination fees charged by other wireless carriers. T-Mobile added more than 4 million customers in 2013 as its “UnCarrier” strategy ramped up under Legere’s leadership.