T-Mobile today announced its new Simple Starter value plan—the first of what the carrier promises will be the “rapid-fire roll-out” of various initiatives that extend its Un-carrier “movement.” The Simple Starter plan launches April 12, promising unlimited talk and text and up to 500MB of 4G LTE data and tethering for only $40 a month.
T-Mobile is aiming this plan at value-conscious customers and small businesses looking for predictability and affordability, with “absolutely no data overages.”
“Un-carrier is a movement, not a marketing strategy,” CEO John Legere said in a statement. “We are freeing consumers from the predatory practices of traditional U.S. wireless companies and that includes these plans that start with a low price and a low data limit, but then hit you with insane fees if you send one too many emails.”
“It’s wrong!” Legere continued. “And I personally want to drive those ridiculous schemes out of my industry.”
T-Mobile introduced today’s plan only weeks after AT&T announced several savings for its Mobile Share Value customers. The Un-carrier, however, promised “a ton more data” compared to AT&T’s plan.
Those who sign up for the Simple Starter plan also qualify for T-Mobile’s “Contract Freedom” offer, which pays the early termination fees for customers who switch to T-Mobile and trade in their phones. Users are also qualified for the Jump upgrade program.
“We will continue to be relentless and bring this forced march of change to the market every day so consumers can be creative with and enjoy the true benefits of wireless,” Legere said. “I know we have it right and when we all are done reporting results from the first quarter—I think you’ll share my conviction.”
In a separate blog post, the company president launched another attack against the competition, saying it’s been fascinating to watch “the big, fat, old-guard carriers stumble as they try to respond and slow the change we are driving into this industry.”
He continued, calling companies like Verizon, AT&T, and Sprint “merciless greedy utilities,” adding that their marketing campaigns are simply knock-offs of T-Mobile’s Un-carrier operation.
“Not only aren’t we done, we will never be done,” Legere wrote. “We’ve hardly gotten started.”
Today’s news marks the first of three days dedicated to announcements for new products and services developed based on customer feedback.
“Our work of transforming wireless on behalf of American consumers is far from done,” he added. “Stay tuned in the days ahead.”
