T-Mobile US is going to fire more shots in the U.S. mobile marketing war on Sept. 10, 2014. You can bet there will be a Sprint reaction. At this point, while T-Mobile US could announce yet another tweak to its value-price propositions, even that might not be so noteworthy.
More data usage for less money is a good thing, from a consumer perspective.
But with Sprint seemingly now willing to respond in kind for every T-Mobile attack on the packaging front, the upside seems to be less valuable.
So what new attack might T-Mobile US be unleashing?
And will the new promotion focus on end user experience, single-line accounts, prepaid or family accounts?
And at what point will the attacks start to move the needle on multi-line accounts?
Value and price are important, to be sure. But it is easier to switch a single-user account than a multi-line account. It is one thing to swap out a single device, and to make a decision for a single user.
It's harder to switch multi-line accounts when four or five devices have to be replaced, or where coverage is important.
What might it take to get multi-line accounts to seriously consider a swtich? And can T-Mobile US afford to underwrite the switching costs?
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