It’s not officially the “Uncarrier 5.0” rollout, but T-Mobile is resurfacing this week with a series of new initiatives that aim to continue the company’s momentum against larger rivals Sprint, AT&T and Verizon.
The Bellevue-based company, the fourth-largest U.S. wireless carrier, added a net total of 4.4 million customers in 2013 after announcing a series of steps designed to change the way the wireless industry operates.
T-Mobile is currently in its quiet period following the close of the first quarter and can’t give official numbers for the quarter. However, in an interview with GeekWire this morning, T-Mobile marketing chief Michael Sievert cited recent competitive moves by the company’s rivals as evidence of an ongoing shift in the wireless market.
“I think our competitors know that we cleaned their clocks in Q1, and they’ve been busy responding,” Sievert said. With the latest announcements, he said, “We want to make it clear, if anybody thought we were done, how wrong they were.”
In the first of what’s expected to be three consecutive days of news, T-Mobile this morning announced a new entry-level $40/month wireless plan that gives budget-minded consumers access to 4G LTE data without having to worry about surprise overages, extra charges on their monthly bills for exceeding their data allotment.
Sievert said the company over the next two days will target additional “pain points” in the wireless market.
Past steps have included shifting customers away from the long-term contracts that have defined the wireless industry, offering early upgrades, free international data roaming, and paying early termination fees for people who switch to T-Mobile.