T-Mobile US CEO John Legere continues aggressive marketing against rival carriers
T-Mobile US, led by colorful CEO John Legere, has pulled no punches in calling out rival carriers as part of its well-received (by customers) “un-carrier” ad campaign.
The latest calls out Sprint for not being able to retain customers, and goes after Verizon Wireless’ recently launched streaming video service Go90. The T-Mobile US holiday greeting doesn’t name-check AT&T like it does the other two carriers.
Legere, clad in magenta, takes a stage, picks up a baton, then begins to conduct a choir. Here’s a sample of the lyrics, set to the tune of the holiday classic “Jingle Bells.”
“Sprint like hell, Sprint like hell, they copy all the way. Their rates could not get low enough for anyone to stay – hey! Jingle bells, Verizon smells, Go90 laid an egg. … ”
Later in the song: “Oh you better watch out, you better change fast, consumers won’t let your duopoly last. Un-carrier is coming to town.”
The battle between the nation’s No. 3 and No. 4 carriers kicked into high gear late last month as Sprint announced a limited-time promotion for customers porting their number over from any of its larger rivals of a 50% savings on their current rate plan. Sprint notes the offer is valid for “most plans” with the discounted plan available through Jan. 8, 2018. The 50% discount also applies to per-device access fees on data buckets.
The offering was similar to one offered by Sprint last year, though this time it added T-Mobile US to the mix. That inclusion ruffled the feathers of T-Mobile US CEO John Legere, who took to social media to question the real value of Sprint’s offer.
Sprint then took a page from T-Mobile US’ publicity team and hired an airplane to fly over T-Mobile US’ headquarters towing a Sprint banner.
T-Mobile US countered the airplane move by offering Sprint customers an additional $200 to switch their allegiance as part of a broader marketing plan targeting Verizon Wireless and AT&T Mobility. T-Mobile US also countered the Sprint 50% off promotion by providing all of its smartphone customers with three months of unlimited data at no additional charge.
