The 'UNcarrier' makes an interesting proposition that puts other carriers to shame and helps its bottom line at the same time
At an event in New York City this week, T-Mobile made its self-described “Boldest moves yet”. Along with new device announcements and touting its LTE network expansion, the biggest change the carrier announced Wednesday was a new device insurance and upgrade system it calls “JUMP!”. With this new system, T-Mobile is again taking straight aim at the other major carriers in the U.S. — this time focusing on lengthy upgrade periods.
As we described when the service was announced, JUMP! (yes, all caps and with an exclamation point) builds on T-Mobile's existing PHP (Premium Handset Protection) insurance to also offer customers device upgrades twice per year. With JUMP!, customers can buy a handset on an installment plan and twice a year return the working device to T-Mobile, have all remaining payments on the device wiped out and buy a new device on an installment plan as if they were a new customer. The new JUMP! service is just $10 per month, only a couple dollars more than what it previously charged for PHP alone.
READ: T-Mobile announces 'JUMP!' upgrade plan
Together with its new Equipment Installment Program (EIP) and no-contract plans, JUMP! just let T-Mobile leapfrog the other major carriers in a big way. The magenta carrier is changing the way it takes on equipment upgrades, and it's another push in the right direction that this industry needs.
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