Bloomberg News, Published July 10 2013
T-Mobile jump service allows more frequent phone upgradesT-Mobile US, seeking to stand out from larger rivals Verizon Wireless and AT&T, introduced a new service called Jump that lets customers upgrade to new phones twice a year.
Under the $10-a-month program, customers can get new phones at the lowest available price after trading in their own models, T-Mobile said Wednesday at an event in New York. The company also said it has upgraded its network more quickly than expected and now offers speedy LTE service to 157 million people in 116 cities in towns. T-Mobile, based in Bellevue, Washington, was aiming to reach 100 million people by mid-year.
The Jump program furthers T-Mobile's efforts to tinker with the wireless industry's business model, part of a campaign to brand itself as the “un-carrier.” The company rolled out an installment purchase plan for smartphones in March, breaking from the tradition of subsidizing the devices in return for long-term contracts. T-Mobile also added Apple's iPhone to its lineup earlier this year.
T-Mobile has been the fastest-growing U.S. carrier over the past two months, Chief Executive Officer John Legere said Wednesday in an interview.
“I'll take a victory lap for our team,” he said.