U.S. number-four operator T-Mobile USA launched the GoSmart prepaid mobile brand nationwide. The launch signals a new entrant into the nationwide prepaid space. The Hispanic population is an important customer in the prepaid space. The GoSmart offering is now available at more than 3,000 wireless reseller stores around the country. T-Mobile has been trialing the service since December and has signed up “tens of thousands” of customers. “It’s beat our projections pretty handily,” Doug Chartier, senior vice president of marketing for GoSmart, told Reuters.
Metro PCS merger
This is one of the first major initiatives of T-Mobile after it announced its plans to merge with regional player Metro PCS last year. The merger has still to be approved by U.S. regulators. T-Mobile is a top 15 Hispanic market advertiser. In 2011 it invested US$ 71.3 million in Hispanic network TV advertising. Conill is T-Mobile’s Hispanic Advertising Agency.
