"5G for Everyone" Uncarrier Mobility Strategy
Free Upgrade for Old Phones... Exchange for Galaxy A32
[Asia Economy Reporter Minyoung Cha] T-Mobile, the third-largest telecom company in the U.S., will offer free 5G smartphone upgrades for one year to secure a lead in the 5G market. Since the exchange target is Samsung Electronics' new Galaxy A32, it is expected to boost Samsung's mid-to-low-end market strategy.
On the 7th (local time), T-Mobile announced in its newsroom that "T-Mobile executives led by CEO Mike Sievert unveiled the Un-carrier mobile strategy announcing the era of '5G for All' during an online webcast."
This free 5G phone upgrade benefit will be applied for one year starting from the 18th. Under a 24-month contract condition, customers who use T-Mobile postpaid plans and return their existing phones will receive the new Samsung Galaxy A32 5G for free. Any functional old phone can be exchanged.
They also offer a free upgrade service to unlimited data plans. Customers who have been using limited data plans regardless of their carrier will be switched to unlimited data plans for free.
The Un-carrier strategy is a marketing approach for securing the 5G market that CEO Sievert has been promoting since his appointment in April 2020. T-Mobile has aggressively invested in expanding its 5G network to surpass Verizon, the first, and AT&T, the second.
T-Mobile appears to be aggressively driving B2C marketing, judging that the 5G network construction is somewhat complete. According to T-Mobile, 92% of mobile customers in the U.S. do not own 5G smartphones.
CEO Mike Sievert emphasized, "Since announcing the merger plan with Sprint three years ago and sharing a vision for a faster and more comprehensive future, we have worked toward this moment," adding, "We are the only company equipped with a network that can upgrade American homes and even the smallest towns to 5G, leading the new era of connectivity."
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