The bold move is the next phase of T-Mobile’s so-called “UnCarrier” strategy. The company says it will pay early-termination fees for customers when they trade in their devices with T-Mobile and sign up for T-Mobile wireless service. T-Mobile said the total value of the trade-in offer to switch carriers could be as high as $650 per line.
The plan, which had been teased and touted for weeks on Twitter by the company’s colorful CEO, John Legere, was unveiled at the company’s press conference in Las Vegas at the Consumer Electronics Show. An advertisement for the promotion was leaked before the launch. More