T Mobile Continues Subscriber Growth With Unique Options

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T MOBILE US INC (NYSE:TMUS) is, by many, expected to continue the growth that it’s not seen in years based on options its larger competitors are just unwilling to offer. If T-Mobile continues to draw customers from both Verizon Communications Inc. (NYSE:VZ) and AT&T Inc. (NYSE:T), the larger carriers may find themselves forced to follow the lead of a company that comes in fourth behind them and Sprint Corporation (NYSE:S).

T Mobile Continues Subscriber Growth With Unique Options

T Mobile begin eliminating international roaming rates

T-Mobile announced yesterday that it would begin eliminating international roaming rates for its customers. It’s not uncommon that travelers are forced to pay their wireless provider up to $100 to get cell service when they are overseas or simply down south.

John Legere, T MOBILE US INC (NYSE:TMUS)’s chief executive, said in an interview that travelers had long been shocked by exorbitant cellphone bills after they traveled, so many people now just leave their phones off.

And by “begin to eliminate,” I mean that T MOBILE US INC (NYSE:TMUS) customers will be automatically enrolled in the free-roaming agreement at the end of October. For Simple Choice subscribers, they will be allowed to use their smartphones in foreign countries for $0.20 per minute while enjoying unlimited data and text messages.

The free roaming benefit will apply to about 100 countries, including France, Spain, China, Japan and Russia.

This is just the latest from T MOBILE US INC (NYSE:TMUS), a company that seems to pride itself in fixing what consumers find broken with their own carriers.

Just last March the company nixed the two-year contract, and then in the middle of the summer it began to offer customers the option of upgrading to a new subsidized phone after just six months — compared to the two years that AT&T Inc. (NYSE:T), Verizon Communications Inc. (NYSE:VZ), and Sprint hold its customers to more often than not. And for many, the unlimited data plans that AT&T and Verizon no longer offer their new customers is a huge selling point.

In March, the company shifted from requiring customers to sign two-year contracts. In July, the carrier offered an option for customers to upgrade to a new phone after as little as six months, instead of waiting two years. The company also continues to offer unlimited data plans, which AT&T Inc. (NYSE:T) and Verizon Wireless discontinued long ago for new customers.

T Mobile reported that it had gained 1.1 million customers

The changes are working. In August, T-Mobile reported that it had gained 1.1 million customers in the last quarter — its largest growth in four years.

“We just changed the game to where our coverage map is now the world,” Mr. Legere said. “Our network is now by far a much bigger coverage area than AT&T Inc. (NYSE:T) and Verizon combined.”

If T MOBILE US INC (NYSE:TMUS) keeps this up, AT&T Inc. (NYSE:T) and Verizon Communications Inc. (NYSE:VZ), (which I’ve long believed to be in cahoots,) will no longer be able to continue their dominance in either numbers or customer satisfaction.

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