T-Mobile Launches 'Mobile Makeover' Campaign

The fourth-largest U.S. carrier wants consumers to visit to determine if they can save on their monthly cell phone bills.
As the global economic slowdown makes customers worried about their finances, T-Mobile is launching a campaign to get wireless subscribers to thoroughly examine their bills.

The campaign, dubbed "Mobile Makeover," enables customers to visit from T-Mobile's home page or retail locations to determine if they can save money on their monthly cell phone bills. The site is an independent service that provides users with personalized saving recommendations for things like cell phone plans, gas, and credit cards.

"Providing great wireless coverage at a great price is at the heart of what T-Mobile offers," said Denny Marie Post, T-Mobile's chief marketing officer, in a statement. "We're so confident that T-Mobile provides the best overall experience for a majority of Americans, we're willing to put our value to the test by pointing people to an independent source."

The move comes as there is stiff competition among T-Mobile, Sprint Nextel, AT&T, and Verizon Wireless for new and existing customers. With nearly 80% of U.S. consumers already having cellular service, subscriber growth is increasingly moving toward acquisitions and poaching customers away from rivals.

Traditionally, carriers use popular handsets to lure subscribers away from rivals. For example, AT&T has exclusive distribution rights to the iPhone 3G, and it has attracted numerous customers away from Verizon and Sprint. But research that suggests pricing and monthly costs will be an increasingly important factor for wireless subscribers.

The economic slowdown has been a boon for prepaid providers, as Boost Mobile, Cricket, MetroPCS, and Virgin Mobile have all reported record numbers of new subscribers. These carriers generally offer unlimited cellular service for about $40 a month with no long-term contract or credit checks.

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