Recently, US telecom giant T-Mobile launched a headline-grabbing marketing campaign, announcing a cash rebate of up to $300 (approximately RMB 2,156) for new customers who switch to its 5G home broadband service. This marketing tactic, dubbed a "breakup fee" by the industry, is aimed at snatching more users from competitors.
The offer primarily targets customers with the All-In and Amplify plans, offering $300 in cash back, while customers who choose the Rely plan will also receive a $200 bonus. Notably, this cash rebate will be issued in the form of a virtual prepaid Mastercard. While not cashable, it can be used to offset online and offline purchases. Even more thoughtfully, T-Mobile offers a 15-day "cooling-off" period during which a refund is unconditional.
For the plan itself, customers pay just $55 (approximately RMB 395.3) per month for download speeds up to 400Mbps, and T-Mobile promises a five-year price guarantee. In addition to the network service, customers who switch will also receive free access to Hulu and Paramount+, two streaming platforms, valued at $17.98 per month, and these services are valid as long as their account remains in good standing.
Of particular note, this offer is not only available to customers of other carriers, but also to existing T-Mobile customers. For customers who must pay a termination fee to switch, T-Mobile has generously promised a subsidy of up to $750, also in the form of a virtual prepaid card. This series of initiatives demonstrates T-Mobile's ambitions in the 5G home broadband market and foreshadows intensifying competition in the US telecom market.
