Now AT&T is fighting back with its own aggressive offer to buy back some of the customers they might have lost to T-Mobile. Though AT&T has not shared the length of time their $450 marketing offer will last, there is speculation that the indefinite nature of the promotion was done to preemptively counter the buzz T-Mobile is expected to receive when they announce their 2014 road-map at the International Consumer Electronics Show in Las Vegas next week.
After AT&T announced their offer on January 3, Legere’s response was “This is a desperate move by AT&T on the heels of what must have been a terrible Q4 and holiday for them. I’m flattered that we have made them so uncomfortable! We used AT&T’s cash to build a far superior network and added Un-carrier moves to take tons of their customers – and now they want to bribe them back! Consumers won’t be fooled…nothing has changed; customers will still feel the same old pain that AT&T is famous for. Just wait until CES to hear what pain points we are eliminating next. The competition is going to be toast!”
After the official statement was issued, Legere took to twitter to continue trash talking AT&T’s offer:
In most markets today where competition is king and consumers have the power to dictate to brands what they want out of the marketplace, coaxing a buyer to purchase from you rather than from the competition almost always means the following: first, you identify what consumers want and then, you fulfill that want or rather provide that thing that they value the most. T-Mobile via Legere may have reached its sweet spot, with its “Un-carrier” marketing strategy with plans competitive enough to create uneasiness among competitors and attractive enough to encourage record number customer acquisition and profitability.