Over the first six months of 2015, T-Mobile has seen an increase in overall customer totals that was higher than industry analysts expected. During the recent release of subscriber figures, during the second quarter of the year the company added over 2 million new customers across pre- and post-paid accounts. This growth brings the company’s customer total to just under 60 million which, despite the increase, maintains T-Mobile as the fourth largest carrier behind Verizon, AT&T, and Sprint. Commentators in the wireless industry believe that this growth will continue throughout the remainder of the year, although long-term forecasts suggest the promotions T-Mobile has used to elevate its presence in the market will not be sustainable.
In an effort to preempt the predictions that it will not be able to sustain its growth beyond this year, T-Mobile has announced the extension of existing promotions and new ones that it hopes will allow the company to enjoy a larger footprint, both domestically and internationally. One of its most ambitious plans was the offer for any Verizon customer to try T-Mobile for two weeks, absolutely free. The latest reports indicate that this plan was successful during the first quarter but has tapered off during the second quarter, although similar programs for AT&T and Sprint transfer customers have not seen any signs of slowing down.
Similarly, T-Mobile has expanded its two most popular data plan packages. These packages both cost $100 per month, but one includes two phone numbers with unlimited LTE data, while the other offers four phone numbers with 2.5 GB of data per line. Having satisfied its customers by providing an unlimited data plan, T-Mobile is now turning its attention to the part of its consumer base that wants to upgrade phones on a frequent basis. With a new program titled Jump on Demand, for a monthly fee of $10, T-Mobile customers will have the option to upgrade their phone three times per twelve months.
As innovative as the program is to allow multiple phone upgrades annually, T-Mobile’s plan to offer coverage throughout North America, including Mexico and Canada, without roaming fees is being heralded as a game changer. In particular, this plan is attracting attention because it will be available to customers sooner than the plan proposed by AT&T months ago, which will offer similar perks. Under T-Mobile’s plan, subscribers will be able to text, call, and use web services, like email and GPS applications, while in Mexico or Canada without incurring any additional fees. The plan will go live by the start of August 2015.