$1.81B AT&T ad spending
T-Mobile is enlisting its own customers to recruit new users, taking special aim at Sprint Corp. as price skirmishes heat up in the U.S. wireless market.
Starting next week, T-Mobile's refer-a-friend campaign will reward its own subscribers and the friends recruited from other carriers with one year of unlimited data, the company said today. The wireless provider will also give its customers a $25 bonus to spend at T-Mobile for each referral, according to the company's website.
The offer -- introduced with a statement entitled "T-Mobile Urges Its Customers to Rescue Beleaguered Sprint Customers" -- is aimed primarily at Sprint, but also applies to customers recruited from Verizon Communications and AT&T.
After Sprint abandoned a plan to merge with T-Mobile, Sprint's new CEO Marcelo Claure this week introduced a new family service plan for new customers that offers double the shared data allotment of rivals, including T-Mobile.
"It continues to amaze me to see the old carriers failing to listen to their customers, or reward them for their loyalty," T-Mobile CEO John Legere said in the announcement. "That arrogance and indifference has defined the U.S. wireless industry for too long. We're changing that."
Sprint's announcement took the time to swipe at T-Mobile's recruitment plan, saying its customers "don't have to jump through T-Mobile's hoops and recruit their friends."