2Making the World Your Network
“It doesn’t have to be this way,” T-Mobile CEO John Legere said of the fact that while mobile phones are designed to be used internationally, consumers pay “insanely inflated” fees when they do. Beginning Oct. 31, T-Mobile customers on Simple Choice plans can enjoy free texting and data use while roaming in 100-plus countries.
3The Fine Print: Speed Passes
T-Mobile’s top executives hosted a fireside chat of sorts Oct. 9, to share the news. CTO Neville Ray said that he turns off his teen’s data plan before they leave the airport “and she doesn’t talk to me for the first three days” of any vacation. That’ll no longer be the case. A small-print detail is that the free data is at 2G and 3G speeds—enough for Facebook, emailing and more. But for faster speeds, T-Mobile will offer three “Speed Pass” options for $15, $25 or $50.
4Social Media, Cross-Cultural Marketing
The free international texting and data-use offer will be promoted with a marketing campaign featuring two friends, Jeremy and Miguel, traveling around the world while their wireless bills rack up and their parents beg them, via video calls, to “turn off an app, already.” The bilingual campaign will have a major Twitter component, in which users can guess where the pair are, for a chance to win a grand prize of a trip around the world.
5Worldwide Coverage, Nationwide LTE
6International Appeal: Shakira
7Getting the Word Out
8Shakira Is Back
9Shakira Has 22 Million-Plus Twitter Followers
11The Barefoot Foundation
T-Mobile has said it’s excited to help Shakira market and promote her upcoming single and album, as well as her primary charity, The Barefoot Foundation, which helps to build schools in Latin America.