T-Mobile marketing is kicking into high gear. Right as travel is on the rebound and inflation is on the rise, the Un-carrier (T-Mobile) is taking action to help people get back out there and save money. T-Mobile is kicking off its Coverage Beyond initiative and campaign on Tuesday June 21. T-Mobile’s latest Un-carrier move, Coverage Beyond, includes free high-speed data in 210+ countries and destinations as well as free in-flight connectivity and streaming all flight long on the biggest U.S. airlines.
Portada spoke to Jorge Martel, Vice President of T-Mobile’s Puerto Rico region where he oversees Marketing, Sales, Finance, Customer Service, Human Resources, IT and Engineering. Martel is also responsible for profitable customer growth and retention, and full P&L accountability for the region.
Martell tells Portada that starting Tuesday June 21, the official start of Summer, T-Mobile is kicking off Coverage Beyond with three major parts: Free high-speed data worldwide in 210+ countries and destinations, “including most Latin American countries, inclusive of Mexico, as well as most European countries.”:
In addition, T-Mobile will be providing free in-flight connectivity with streaming, where available, across some of the biggest US airlines starting with Delta, Alaska Airlines and American Airlines, and with United Airlines to come soon. Martel, notes that “for qualifying plans free-in-flight connectivity will be provided for 4 flights per year for the whole flight and, beyond that, one hour per flight. Qualifying plans include Magenta MAX and Business Unlimited Ultimate. Sprint customers will get similar benefits. Sprint was acquired by T-Mobile in 2020. According to Martel, U.S. travelers pay US $1.5 billion a year for in-flight connectivity. “People are spending 28% on flights this year and ticket prices are going up. We want to make it fun to fly,” Martel asserts.
“Our mission is to be the best in the world at connecting customers to their world, and that means making sure your phone just works wherever you go – even if you travel beyond our signal,” says Mike Sievert, CEO, T-Mobile. “We pioneered coverage in-flight and abroad, and today we’re going full throttle to change the game again. This is what the Un-carrier does – hunts down pain points, smashes them, and changes the game for good,” Sievert adds.
In addition, T-Mobile for Business customers will soon get the Secure Wi-Fi mobile app, included at no extra cost with Business Advanced and Ultimate plans. Secure Wi-Fi is a set-and-forget app that, when connected to public Wi-Fi, automatically helps protect customers’ data and enhance their experience on their smartphone – anywhere in the world.
Finally, the new Un-carrier move also includes benefits such as a full year AAA membership (AAA on Us) for a full year a 25 cents off per gallon of gas at Shell this summer through July. An additional perk is T-Mobile TRAVEL with Priceline – through which customers can get up to 40% off select hotels, rental cars, flights and more. T-Mobile customers can get these benefits through the T-Mobile Tuesdays app.
T-Mobile marketing and advertising is kicking into high gear, according to Martel: “All major media will be supported to promote the Coverage Beyond campaign including TV, Out of Home and Digital.” In 2021, T-Mobile spent approximately 2.2 billion U.S. dollars in marketing in the United States, according to Statista.
T-Mobile Marketing: New Research Helps Substantially
T-Mobile’s new marketing push is helped by independent research which underscores the company’s leadership position in mobile network experience, performance and customer experience. Independent research firm Opensignal just published the Opensignal report of the Puerto Rico Mobile Network Experience. T-Mobile 5G Network collected the most #1 spots for mobile network experience. The Un-Carrier’s 5G Network leads the market in both performance and consumer experience. The study measured mobile network operators on Overall Experience, 5G Experience, Coverage, and Consistency – and T-Mobile ranked #1 in 14 of the 15 categories and won it all in Overall as well as 5G Experience. These results underscore T-Mobile’s 5G Network leadership position in the market.
