T-Mobile Takes On Big ISPs With 'Internet Freedom' Campaign

Declaring war against cable Internet Service Providers a year after launching its own broadband service, T-Mobile’s CEO Mike Sievert has proclaimed the “Un-Carrier’s” entry into the market as “every ISP’s worst nightmare.”

During a live-streamed presentation Wednesday afternoon, Sievert offered “Internet Freedom” to 40 million homes now covered by the company’s 5G network.

Coming two days after AT&T announced a $3 monthly price hike for its Internet service, T-Mobile will lock in a “forever” price of $50/month for its broadband customers -- or just $30/month for consumers who add internet service as another line on a T-Mobile family wireless plan.

T-Mobile is also offering a 15-day free trial, with no need to get rid of the consumer’s current ISP. The provider will then pay up to $500 in early termination fees if the consumer decides to switch.



Starting next Tuesday, as part of T-Mobile Tuesdays, the provider will also provide its broadband customers with a free Roku, Amazon Fire Stick or Google Chromecast device, or pay $50 towards the cost of other streaming devices.

And for customers with another home internet service and a Magenta Max plan, T-Mobile will provide half-price for a year on a YouTube TV subscription. Magenta Max already offers free Netflix and Paramount+, among other streaming services.

T-Mobile also announced what it said is the broadband’s industry’s first nationwide business internet plan -- to be priced the same as the consumer plan. Businesses that sign up will also get a free tablet plan with unlimited 5G data.  

Advertising support for T-Mobile Home Internet was not announced, although what appeared to be a new spot featuring the “Scrubs” duo of Zach Braff and Donald Faison was played during Wednesday’s presentation. The pair had appeared in T-Mobile’s Super Bowl spot this year.

1 comment about "T-Mobile Takes On Big ISPs With 'Internet Freedom' Campaign".
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  1. Steve Schildwachter from Enterprise CMO, LLC, May 5, 2022 at 10:21 a.m.

    Timely article as we bought this device back in January and, after a test period, canceled AT&T home Internet just yesterday. T-Mobile charges $50/mo. for 120 MBps, while AT&T charged $75 for about 10 MBps (they aren't installing their top-of-line fiber service in our neighborhood). T-Mobie should win several new product and campaign effectiveness awards for this effort. Brilliant move.

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