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T-Mobile Launching Campaign to Lure Existing iPhone Users

September 10, 2012

T-Mobile Launching Campaign to Lure Existing iPhone Users

By Oliver VanDervoort
Contributing Writer

There is very little doubt that the excitementover the iPhone (News - Alert) 5 is hitting a crescendo as the announcement of the device is expected on Wednesday. One of the interesting side effects of the massive hype surrounding this particular device is the number of companies who are now willing to sell their iPhone 4S for much cheaper than you used to be able to get them. T-Mobile (News - Alert) is taking a slightly different approach in their attempts to lure new subscribers. The company is expected to launch a new advertising campaign that highlights having people bring in their old iPhone to T-Mobile and switching over to their network.

T-Mobile is the only company in the “Big 4” (Sprint (News - Alert), AT&T, Verizon, T-Mobile) that does not currently offer the newest versions of the iPhone. What most people don’t realize is that, while they don’t sell the handsets, the iPhone can be used on the T-Mobile network. In fact, people have been able to have an iPhone on T-Mobiles network for a number of years and the company says it has somewhere around 1 million iPhones currently on their network. The problem for most people is that they lose quite a bit of speed when moving over to T-Mobile. Downloads take about 50-percent long on T-Mobile’s network when compared to AT&T (News - Alert).

T-Mobile says that it is planning on addressing that speed gap this year. A reshuffling of the frequencies means that T-Mobile thinks it may even be able to exceed AT&T’s speeds for the iPhone 4S. Verizon (News - Alert) and Sprint’s iPhones won’t work on T-Mobiles network at all, so there is certainly going to be a very specific kind of customer that T-Mobile is targeting.

"We expect that consumers will start trading in older devices," saidHarry Thomas, T-Mobile's director of marketing. "For every person waiting in line for the next model, a lot of them have to find a secondary market for that older device."

Part of the advertising technique is T-Mobile purchasing about 3,000 used iPhone handsets and distributing them among their US based stores. Salespeople will then be able to demonstrate that the iPhone does indeed work on their network. In order to take your iPhone from AT&T to T-Mobile you must get an unlock code that AT&T will give their customers after their contracts have been terminated.

Want to learn more about today’s powerful mobile Internet ecosystem? Don't miss the Mobility Tech Conference & Expo, collocated with ITEXPO West 2012 taking place Oct. 2-5 2012, in Austin, TX.  Stay in touch with everything happening at Mobility Tech Conference & Expo. Follow us on Twitter.

Edited by Rich Steeves

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