Enterprise companies tackle mobile marketing automation slightly differently—and that's why they're on top. Register today for this free VB Insight webinar
with AEG's VP of Social and Marketing on May 28th
AT&T, it seems, reads the same T-Mobile rumors you do.
At the Consumer Electronics Show next week, T-Mobile is expected to announce a new program that would give customers up to a $350 credit if they switch from AT&T and other carriers. The amount, meant to cover the cost of early termination fees, is just the latest effort from T-Mobile to steal AT&T’s customers, all of whom apparently hate the carrier.
Now, in what it calls a “switcher bill credit,” AT&T itself has moved to do the same thing by offering T-Mobile customers up to $200 when they switch to AT&T.
Yes, you read that right: AT&T is copying a T-Mobile program that T-Mobile hasn’t even introduced yet.
The move isn’t surprising. When T-Mobile introduced its JUMP early upgrade program last year, AT&T did the same just six days later with NEXT, its own program. That move, like AT&T’s latest one, was a pretty clear indication that T-Mobile’s anti-AT&T screed was pushing buttons with AT&T’s customers.
AT&T’s switcher credit, however, doesn’t make a whole lot of sense. For one, T-Mobile rid itself of service contracts last year, so any customer who wants to leave the carrier really has nothing standing in their way. More, I suspect it’s going to take a lot more than $200 to convince T-Mobile customers to willingly go back to AT&T.
To put it simply: AT&T officially sees T-Mobile a serious threat. And that’s not something I thought I’d ever write.