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BELLEVUE, Wash.—T-Mobile USA Inc. wants its users to get more from life, but the carrier looks to be getting less from Catherine Zeta-Jones.
The Bellevue, Wash.-based operator plans to drop its high-profile spokeswoman, according to a report from The Wall Street Journal, in favor of “a more man-on-street” strategy. T-Mobile USA may continue to use Zeta-Jones but will phase her out over the next year, when her contract expires.
T-Mobile representatives declined to comment on the story.
The smallest of the nation’s four tier 1 operators, T-Mobile USA was the biggest spender at the just-closed spectrum auction, ponying up roughly $4.2 billion for 120 licenses. The company hopes to gain ground on Cingular Wireless L.L.C., Verizon Wireless and Sprint Nextel Corp. as 3G becomes mainstream.
