T-Mobile Bumps Data Prices, Pushes Customers to "Go European"
March 27, 2012 10:40 AM
comment(s) - last by
(Source: Dreamworks Pictures)
Some are interpreting bump as push to move customers into value plans
Deutsche Telekom AG's (
) T-Mobile USA has struggled lately,
shedding 700k customers in Q4 2011
committing to painful layoffs
. The carrier -- America's fourth largest -- still represents a strong value, and recent additions -- such as
on-demand $10 USD/month unlimited calling option
that is added or dropped automatically to prevent overages -- sweeten that deal.
I. Higher Prices -- For the Classic Plan
The company is now making a risky move in a bid to drive customers from the
discounted hardware "Classic" plans
, into the more European "Value Plan", which requires customers to buy their own hardware.
To push customers in that direction, T-Mobile is bumping data rates on its top tiers. Effective April 4, data rates will bump from $20, $30, and $60 USD/month for 2, 5, and 10 GB, respectively to $20, $35, and $65 USD/month, an increase of $5 on each "Classic" plan (except for the 2 GB plan, which holds steady).
To be fair to ol' pinkie, the carrier's rate is still lower than its competitors. For example, during its
double data promotion
Verizon Wireless -- a joint venture between Verizon Communications Inc. (
) and Vodafone Group Plc.'s (
) -- offered customers 4 GB for $30 USD/month, 10 GB for $50 USD/month, and 20 GB for $80 USD/month. In other words, T-Mobile's new pricing still beats Verizon's temporary discount at the more common 5 GB tier, though faltering at the higher tiers (a 20 GB option isn't even offered).
And also consider that when you go over your limit on Verizon you get hit with overages, where as on T-Mobile you just get throttled; your connection
is "unlimited" price-wise, though not speed-wise
A price bump is a bit of a psychological blow to T-Mobile's image as a budget carrier. So why would it do it? Well, it appears that T-Mobile is pushing customers to adopt its Value Plans.
T-Mobile is making it more expensive to stick with the Classic plan. [Image Source: TmoNews]
II. Will T-Mobile's European Strategy Win Over American Consumers
T-Mobile's Value Plans definitely go against the status quo in the U.S. market, which is to offer discounted handsets, but at the cost of more expensive contracts. By contrast, T-Mobile's Value Plan offers no handset discounts.
The very European plan urges customers to buy their own handsets at full price.
The payoff comes when you get cheaper contract rates. Before contracts were $5 USD/month cheaper for the voice plan, and $5 USD/month cheaper for the data plan (except for the 2GB plan, which was $10 USD/month cheaper). The new rates raise the relative difference to $10 USD/month on all tiers of the data plan.
In other words, you may pay for that phone up front, but you'll save $15x24 = $360 over your 2 year contract. Further, you can always bring your smartphone from another carrier over to T-Mobile and take advantage of Value Plan pricing.
For the most part Sprint Nextel Corp. (
), AT&T Inc. (
), and Verizon Wireless all practice the same policy -- premium plans, discounted hardware. T-Mobile is trying something a bit different -- well, on some of its plans at least. While its traditional plans are increasingly less attractive, T-Mobile does of course still offer the aforementioned discounted hardware-based "Classic" plans, as well.
In terms of carrier mobility, there's really not much of a difference between the plans. On T-Mobile you'll be jumping to a more expensive carrier, losing your chance to repay your hardware with your value plan if you switch. On the flip side of the coin, if you get discounted hardware from, say AT&T, and switch to
, you'll be hit with early termination fees -- either way there's a financial downside, T-Mobile's is just structured in a bit less punitive manner.
One final factor to consider is that T-Mobile is the only carrier to have no concrete plans to deploy LTE [
]. While it still continues its slightly sad
"4G" rebranding of HSPA+
-- a technology referred to as "3.5G" by experts on standards committees -- the much faster LTE of Verizon and AT&T is nowhere to be seen.
T-Mobile's handset selection also leaves much to be desired, though you can always buy an unlocked handset like a
$480 USD Galaxy Nexus
from or a
$730 USD unlocked iPhone 4S
from Apple, Inc. (
). Given the Value Plan discounts, these phones would end up draining your wallet roughly $120 USD and $370 USD, respectively.
Ultimately, T-Mobile USA may be fighting a culture war -- while its competitors may be more expensive over the full life of a contract, their phones are dramatically cheaper up front. In that regard they appeal to the impulsive American customer, where as T-Mobile's more measured approach may not be as psychologically as compelling.
This article is over a month old, voting and posting comments is disabled
3/27/2012 4:00:43 PM
We shouldn't adopt anything from that stinking den of socialism
European model is actually choice:
Option 1 is 2 year plan with phone
Option 2 is 2 year without phone
Option 3 no phone without any plan you simply pay for what you used up
Option 4 you can build your own plan
"Well, we didn't have anyone in line that got shot waiting for our system." -- Nintendo of America Vice President Perrin Kaplan
T-Mobile Lays Off 1,900 Workers, AT&T Tells FCC "Told ya so"
March 23, 2012, 4:30 PM
T-Mobile Prepares $10/Month Strings-Free "Unlimited' Mobile Calling Option
March 12, 2012, 3:14 PM
T-Mobile Announces Q4 2011 Results, Loss of Over 700,000 Customers
February 23, 2012, 5:25 PM
T-Mobile Offers Free 4G Phones After MIR This Weekend
February 8, 2012, 10:01 AM
Sprint Will Offer LTE Devices in Mid-2012
December 28, 2011, 12:53 PM
CVS, Rite Aid Kill Unofficial Apple Pay Support, Burn Google Wallet Users in the Process
October 25, 2014, 5:26 PM
AT&T Defeats Purpose of New Apple SIM, Locks iPad Air 2 SIMs to Its Network
October 24, 2014, 2:17 PM
Get Ready for "Microsoft Lumia" Smartphones in Next Few Months
October 24, 2014, 12:26 PM
Report: Samsung Galaxy S5 to Receive Android 5.0 Lollipop in December
October 24, 2014, 11:26 AM
Dreadful Fire Phone Sales Lead to $170M Writedown for Amazon
October 24, 2014, 8:55 AM
Xiaomi Moves Data Out of China to Woo EU, America, Escape Security Concerns
October 23, 2014, 5:11 PM
Most Popular Articles
Chinese Government Declares Digital War Against America's Top Tech Firms
October 20, 2014, 12:07 PM
Samsung Announces Galaxy S5 Plus with Snapdragon 805 Processor, LTE-A
October 22, 2014, 3:40 PM
Windows 8.1 + Android "Sell Mini PC" w/ Bay Trail Creates New PC Form Factor
October 20, 2014, 5:07 PM
Apple's iPad Air 2 Features Triple-core A8X Processor, 2GB of RAM
October 21, 2014, 8:32 PM
Apple Releases iOS 8.1; Adds Apple Pay Support, SMS Relay, Instant Hotspot
October 20, 2014, 1:00 PM
Latest Blog Posts
The Surface Mini That Was Never Released Gets "Hands On" Treatment
Sep 26, 2014, 8:22 AM
ISIS Imposes Ban on Teaching Evolution in Iraq
Sep 17, 2014, 5:22 PM
Space Terrorism is a Looming Threat For the United States
Apr 23, 2014, 7:47 PM
Facebook Aims to Provide Internet to "Every Person in the World" with Drones, Satellites
Apr 1, 2014, 10:20 AM
Retail Mobile Sites Experience Outages in Light of Simplexity's Bankruptcy
Mar 14, 2014, 8:48 AM
More Blog Posts
Copyright 2014 DailyTech LLC. -
Terms, Conditions & Privacy Information