T-Mobile’s newest ploy to gain customers is called Data Stash, an initiative that lets you roll over unused data from one month to the next.
CEO John Legere announced the move in a broadcast with Yahoo Tech, throwing out his usual barbs against competitors and railing against a “broken, arrogant industry.”
It was dubbed Uncarrier 8.0, a follow-up to other events where Legere announced the elimination of two-year contracts, subsidies, and simplified pricing.
With Data Stash, Simple Choice plan customers start in January with 10GB, which rolls over from one month to the next along with any unused data. Any data not used within one year expires.
The plan is akin to the days of rollover minutes, when carriers used to do the same for talk time. But it’s data that customers now crave—and carriers bank on for income. Legere said in the interview the wireless industry makes $1.5 billion on data overage charges annually.
“I know you can’t swear on this station, but it scares the s--t out of people,” he said.
Legere also used the broadcast to tout T-Mobile’s rollout of Wideband LTE in New York City and the expansion of its LTE network to cover 300 million Americans by the end of the year.
T-Mobile is still working to change the perception of its network quality. Legere argued that his company's network is faster than those of AT&T, Verizon, or Sprint. He repeatedly referred to his competitors as Larry, Moe, and Curly of The Three Stooges.
He said other potential customers need to be convinced T-Mobile has the top smartphones and a strong-enough network.
“It’s some schmo that doesn’t think we have the iPhone and that our network blows,” he said.
T-Mobile is broadening its LTE coverage and retiring its 2G network, which he says can be accomplished without a substantial buildup of more towers.
Why this matters: T-Mobile’s Uncarrier initiatives have been popular, such as its Music Freedom plan that doesn’t count music streaming against one’s data plan. While its plans are great, T-Mobile’s Achilles’ heel remains expanding its network to better match the vast reach of mobile kings Verizon and AT&T.
This story, "T-Mobile’s ‘Data Stash’ lures subscribers with rollover data plan" was originally published by Greenbot.