Will T-Mobile’s New Promotions Give Apple a Leg Up on the Competition?
Two recently announced T-Mobile (NYSE:TMUS) promotions may help drive even more of the carrier’s subscribers into Apple’s (NASDAQ:AAPL) ecosystem. At the company’s recent media event, T-Mobile CEO John Legere unveiled two initiatives that will make Apple’s iPhone and related services more attractive to consumers.
First, T-Mobile unveiled a new “Test Drive” program that allows customers to try out Apple’s iPhone 5S on the carrier’s network for seven days at no charge. While the program doesn’t kick off until June 23, Legere revealed in a blog post on Friday that over 12,000 people have already signed up for the program. According to Legere, T-Mobile’s network is specifically designed to be focused on delivering data to subscribers and it currently has “the nation’s fastest 4G LTE network.”
T-Mobile’s higher network capacity per customer and emphasis on data delivery is reflected in its customers’ higher data usage rates. At the company’s media event, Legere claimed that T-Mobile customers use 61 percent more data than the average Sprint (NYSE:S) customer, 69 percent more data than the average Verizon (NYSE:VZ) customer, and twice as much as the average AT&T (NYSE:T) customer, reports Electronista. While the Test Drive program is geared toward introducing new customers to T-Mobile’s so-called “data-strong” network, it will also likely increase the number of Apple users, since the iPhone 5S is currently the only smartphone offered through the program.
According to T-Mobile, “There’s no cost. No hidden fees. No obligation.” However, there are several stipulations in the Test Drive program. Program participants must be at least eighteen years old and must order the device online. The device will be delivered via mail and the seven day trial period begins after the device has been signed for.