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Mobile solution: Why T Mobile finally gets consumers' attention

For the better part of the last few years, T Mobile has aggressively pursued a consumer base that is tired of overpaying for cell phone service, most of whom have watched their bill steadily increase despite claims otherwise.
The cell phone race is a two man affair, with AT&T and Verizon strongly leading the pack ahead of T Mobile and Sprint, both of which have tried to offer anything from streaming data for free to a family plan that is, quite frankly, priced accordingly and much less than that of their competitors.
Despite all of their efforts, T Mobile has performed admirably but isn't anywhere near overtaking one of the proverbial "big 2" in the cell phone race. Then again, that really isn't their goal, either. More importantly, T Mobile is trying to lure away enough customers to continue to grow and shorten the gap between the No. 2 cell phone provider and No. 3 (which is where T Mobile typically finds itself).
Although what T Mobile has done thus far, including the always effective offer to buy out a customers' contract, hasn't worked wonders, they've finally tapped into a nerve that might get the attention of consumers due to its relevancy as an advertising offer.
For years, T Mobile and Sprint have urged customers to cut their bills by switching to them. The problem there is that buying out a contract isn't what it once was. Most cell phone users pass on the two year agreement and instead opt to lease their phone, through some sort pay as you go monthly fee. The selling point, of course, is to opt out of an older phone and always have the most current device. The popularity of this, along with this option making phone providers much more money now that customers also have a monthly phone charge on top of their bill.

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So, the last few attempts to lure away customers by offering to buy out their old deal to switch fell on deaf ears. More recently, T Mobile has decided to continue its buyout program with the contractually obligated customer but also is putting a $650 price tag on that same group of disgruntled AT&T and Verizon consumers as far as the amount they'll give to pay off that leased device.
Any AT&T or Verizon customer who has bought into a phone leasing program but is hardly enamored with the service or charges pretty much had to grin and bear it as far as sticking with their current provider. Not many average consumers are going to want to pay off that phone lease, which typically is around the 500 to 600 mark.
Instead, T Mobile has played its cards correctly and now has all of its bases covered to ensure that they'll no longer be passed over when the time comes to start shopping around for a new cell phone plan.

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