Get All Access for $5/mo

T-Mobile's Latest Attack on Verizon Is a Masterful Marketing Maneuver T-Mobile has co-opted an existing Verizon ad campaign and is offering Verizon customers a free two-week trial in hopes of luring them away from the provider.

By Geoff Weiss

Opinions expressed by Entrepreneur contributors are their own.

REUTERS | Eduardo Munoz

In a business climate where competitive urges are often shuttered behind closed doors, T-Mobile's brash approach to dragging rivals through the mud rings with an uncanny resonance.

In its latest move as the industry's self-proclaimed "Un-carrier,' T-Mobile is taking square aim at Verizon by offering Verizon customers a free two-week trial period with a new T-Mobile smartphone in order to lure them over to its service.

T-Mobile has also completely co-opted an existing Verizon ad campaign entitled "Never Settle,' and reimagined it with the hashtag #NeverSettleForVerizon -- alongside a fleet of eight video attack ads.

According to the Never Settle Trial, to be held from May 13 to May 31, Verizon customers must port their number over to a new T-Mobile phone. If they ultimately decide to switch, T-Mobile will pay up to $650 in early termination fees. If not, users simply return the phone and T-Mobile will refund any of the costs associated with reactivating.

Related: T-Mobile Offers Businesses Promotions, Cheap Data Plans

"Verizon's sustained, aggressive investment in network technology means we don't have to hide from the truth behind marketing campaigns," the company told Entrepreneur in a statement. "Respected third-parties using scientific methodology assess our customers' network experience, and tell our story for us -- most rate the Verizon network as fastest and most reliable."

T-Mobile's aggressive tactics are spearheaded by its CEO, the uncharacteristically candid John Legere, who recently threw down with Donald Trump in a epic Twitter battle. Legere is also prone to expletive-laden rants at T-Mobile press events, having shouted that the cell phone industry "blows," and calling Verizon and AT&T "high and mighty duopolists that are raping you for every penny that you have."

As the world's fourth biggest cell phone carrier behind Verizon, AT&T and Sprint, T-Mobile may have less to lose in being so controversial. Nevertheless, the company's position as a mouthy underdog seems to be paying off. Last quarter, T-Mobile beat revenue expectations and added 1.8 million subscribers.

Related: Donald Trump and T-Mobile CEO John Legere Hurl Insults in Twitter Feud

Geoff Weiss

Former Staff Writer

Geoff Weiss is a former staff writer at Entrepreneur.com.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Branding

ChatGPT is Becoming More Human-Like. Here's How The Tool is Getting Smarter at Replicating Your Voice, Brand and Personality.

AI can be instrumental in building your brand and boosting awareness, but the right approach is critical. A custom GPT delivers tailored collateral based on your ethos, personality and unique positioning factors.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

Business News

Is the AI Industry Consolidating? Hugging Face CEO Says More AI Entrepreneurs Are Looking to Be Acquired

Clément Delangue, the CEO of Hugging Face, a $4.5 billion startup, says he gets at least 10 acquisition requests a week and it's "increased quite a lot."

Business News

Apple Reportedly Isn't Paying OpenAI to Use ChatGPT in iPhones

The next big iPhone update brings ChatGPT directly to Apple devices.

Growing a Business

He Immigrated to the U.S. and Got a Job at McDonald's — Then His Aversion to Being 'Too Comfortable' Led to a Fast-Growing Company That's Hard to Miss

Voyo Popovic launched his moving and storage company in 2018 — and he's been innovating in the industry ever since.

Business News

Sony Pictures Entertainment Purchases Struggling, Cult-Favorite Movie Theater Chain

Alamo Drafthouse originally emerged from bankruptcy in June 2021.