LAS VEGAS--AT&T Mobility (NYSE:T) announced a new marketing slogan that aggressively takes aim at its two biggest competitors: T-Mobile US (NYSE:TMUS) and Verizon Wireless (NYSE:VZ). "Bigger than T-Mobile, faster than Verizon Wireless and more reliable than everybody," is AT&T's latest catchphrase that the company will use to differentiate itself from its competitors.
In an interview with FierceWireless here at the 2014 Consumer Electronics Show, AT&T Mobility CMO David Christopher acknowledged this was an aggressive move by AT&T but noted that the market is very competitive. He emphasized that AT&T's ultimate goal with its marketing message is to emphasize its strengths, like its smartphone portfolio, its network performance and its Mobile Share price plans. "We are just letting people know what a great experience we offer," Christopher said. "We want to focus on what we bring to the market and tout our capabilities. We will never go away from that."
However, AT&T's aggressive new marketing slogan follows last week's announcement by the company that it is offering up to $450 in credit to customers who switch from T-Mobile to AT&T and trade in their smartphones. Specifically, AT&T said it will give T-Mobile customers $200 in credit per line when they switch to AT&T and choose an AT&T Next device financing plan, buy a device at full retail price or activate a device they currently own. Additionally, AT&T is offering T-Mobile customers who switch the ability to trade in their current smartphone for a promotion card worth up to $250, which can be used toward AT&T products and services.
Christopher noted that this is just a short-term offer reflecting the current market and not a long-term focus for AT&T.
Nevertheless, AT&T's new marketing slogan coupled with the aggressive offer to lure T-Mobile subscribers seems to indicate the company is feeling pressure from T-Mobile and its new "uncarrier" strategy that is aimed at revamping many traditional wireless market practices such as eliminating contracts and handset subsidies as well as revamping international roaming fees.
Indeed, AT&T's latest marketing moves seem to be indicative of the increasingly contentious battle among wireless carriers to gain customers at any expense. The marketing campaign also comes just as T-Mobile is expected to unveil new plans at CES this week that will further entice customers to move to T-Mobile.
T-Mobile's aggressive new style seems to be working for the operator. In third quarter the company added more than 1 million new subscribers.
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