is determined to live up to its self-given designation as the "Un-carrier." The latest attempt to separate itself from the competition is to allow users to take an Apple iPhone 5S
handset out for a seven-day spin at no cost and with unlimited nationwide service. It's called "T-Mobile Test Drive," and it's intended to help consumers make an informed buying decision (and of course draw attention to itself).
"The way this industry forces Americans to buy wireless is completely, utterly broken. I’m here to tell you there’s a better way," declared John Legere, T-Mobile CEO and President. "While the carriers ask you to buy blind, the Un-carrier gives you transparency. Our network kicks ass, and now people can experience for themselves what a data-strong network can do with T-Mobile Test Drive."
According to T-Mobile, the U.S. wireless industry has one of the highest buyer's "remorse rates" with nearly half -- 46 percent -- of wireless customers admitting to wanting to leave the carrier they signed up with. One in 10 take it a step further and actually jump ship within the first 30 days of making a switch.
T-Mobile's various Un-carrier strategies have been working, at least in terms of gaining subscribers. The wireless carrier added 2.4 million customers
in the first quarter of this year, more than AT&T and Verizon combined. That success hasn't necessarily translated over to T-Mobile's balance sheet, though the company is on the verge of being bought out by Sprint for around $32 billion
As for test driving an iPhone 5S, T-Mobile will begin offering the option starting this Monday, June 23. If you're interested, bookmark www.t-mobile.com/testdrive
and check it next week.