The ever-aggressive T-Mobile is at it again, this time targeting potential customers aged 55 and over with T-Mobile ONE Unlimited 55+. (For more on T-Mobile ONE, see “T-Mobile and Sprint Announce Unlimited Data (for Higher Prices),” 19 August 2016 and “T-Mobile Tweaks T-Mobile ONE,” 31 August 2016.)
T-Mobile customers who are 55 or older can now get one line of T-Mobile ONE for $50 per month, taxes and fees included, and add a second line for $10 per month — that’s with $5-per-line Autopay discount. T-Mobile ONE includes unlimited talk, text, and 4G LTE data, though data throughput may be throttled if you exceed 26 GB of usage in one month.
The deal is limited to two lines but still applies if you have only one line (as confirmed by T-Mobile on Twitter). Also, only the primary account holder has to be aged 55 or older.
The usual price for T-Mobile ONE is $70 for one line and $100 for two lines, so this is a significant discount: 28.6 percent and 40 percent, respectively.
In its press release, T-Mobile explains the business logic:
With today’s announcement, T-Mobile is taking the fight to one of the carriers’ last strongholds. Among Americans age 55+, Verizon and AT&T collectively control nearly 81 percent of the postpaid wireless market. In contrast, just 8 percent of this group are with T-Mobile, compared to the Un-carrier’s 18 percent of all U.S. wireless customers.
T-Mobile also offers some interesting data about Baby Boomers and smartphones:
Right now, there are more than 93 million Americans in the U.S. over age 55, and the vast majority (74 percent) of them have a smartphone. And that number keeps growing. In addition, Boomers spend an average of 149 minutes a day on their smartphones — about as much as smartphone-obsessed Millennials at 171 minutes per day. In fact, the majority of those 55+ say a smartphone is the #1 way they connect with family and friends.
If you’re old enough and live in an area where T-Mobile’s coverage is sufficient, this is a tough deal to beat. New customers can sign up by visiting a T-Mobile store — be sure to bring ID. Existing customers can visit a store, call 1-800-TMOBILE, or log in at t-mobile.com.