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 of eight 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.
Verizon did not immediately respond to request for comment.
T-Mobile’s aggressive tactics are spearheaded by its CEO, the uncharacteristically candid John Legere, who recently threw 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.