Expect plenty of “This is Spinal Tap” references from the T-Mobile Un-carrier 11 event, though the carrier will have its work cut out in surpassing Binge On
T-Mobile US this morning announced plans to hold its latest “Un-carrier” event, which have become central to the carrier’s aggressive marketing efforts. The event, dubbed Un-carrier 11, is scheduled for June 6.
The carrier said it plans to live-stream the event beginning at 1 p.m. EST across various social media channels, including YouTube, Facebook and Twitter. So far there are no details on what’s expected, although the media invite claims CEO John Legere and COO Mike Sievert are going to announce “some epic &!*#,” so there’s that. Also, expect various references to “This is Spinal Tap.” Get it?
T-Mobile US will have to announce something significant to surpass its last “Un-carrier” event in November, which was centered on its controversial Binge On video-streaming platform. The service allows some postpaid customers to stream video content from what is now more than 80 services without touching their data allotment. The Binge On platform is said to be stimulating twice as much consumption from the video partners, with more than 377 million hours of total video content streamed via the platform since its launch.
The Binge On platform along with the carrier’s Music Freedom service have been scrutinized by regulators as potential violators of the Federal Communications Commission’s Open Internet rules. The FCC sent a letter to T-Mobile US seeking additional insight into the Binge On service, though FCC Chairman Tom Wheeler initially stated he did not think the service violated net neutrality or Open Internet provisions, indicating the offer was “highly innovative and highly competitive.” FCC Commissioner Ajit Pai had previously questioned the Music Freedom offering.
Legere has been adamant in defending the streaming services, arguing the platforms provide consumers with overall control of the content. Looking to further head off regulatory concerns, T-Mobile US recently instituted new control parameters that allow content providers to also have a say in the quality of the video content streamed through the platform.
Prior to the Binge On announcement, T-Mobile US’ Un-carrier events have included a focus on enterprise, its Data Stash offer and expansion of Wi-Fi calling and 700 MHz network reach.
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