Current Analysis' take on T-Mobile's 'Data Stash'
London - 17 December 2014
Current Analysis' principal analyst Lynnette Luna comments on T-Mobile USA's latest Un-carrier move 'Data Stash.'
T-Mobile USA introduced 'Data Stash,' the company's latest Un-carrier move that automatically rolls over a subscriber's unused data allotment for use up to a year. In addition, T-Mobile announced it will start each customer Data Stash with 10 GB of 4G LTE data for free. Starting in January 2015, Data Stash will be automatically available at no extra charge to every T-Mobile customer with a postpaid Simple Choice plan who has purchased additional 4G LTE data, 3GB or more for smartphones and 1 GB or more for tablets. In addition, T-Mobile announced its LTE footprint has now reached 260 million pops and announced progress with Wideband LTE deployments.
Lynnette Luna, principal analyst at Current Analysis Consumer Group, says:
"Data Stash isn't a huge differentiator for T-Mobile as the carrier never charged overage fees to begin with, although it throttled data speeds."
"However, the feature will strengthen T-Mobile's value carrier image as it allows users to realise the full worth of their data service cost, especially as T-Mobile continues to strengthen its network coverage. "
"The Un-carrier 8.0 offer certainly plays on customer fears of using too much data and serves as another strong marketing salvo—especially during the critical holiday selling season – against AT&T and Verizon that rely on their customers buying bigger buckets of data to avoid overage fees."
"If this is successful and delivers customer value, one possible downside for T-Mobile is the potential for users to consider the carrier's low-end options now that they can save their data."
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T-Mobile's latest Un-carrier move automatically rolls over a subscriber's unused data allotment for use up to a year.
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