
The wireless carrier just introduced new pricing plans that reward customers who keep their older devices, or bring their own, allowing them to save up to $15 per month on their service bill. Additionally, the company also introduced its "Next" program, which allows for no-money down and 0 percent financing for smartphones but adds to the monthly bill.
"If you are a customer and you don't need to upgrade your device, you can get unlimited talk and text and access to the data network for $45 all-in," adds Stephenson. "You can use your own device or finance it. I think this will be very powerful. It's where we see the market going."
T-Mobile USA started the current wave of moving away from upgrades/subsidies and dropping monthly prices significantly, and has been wildly successful, taking back market share for the first time in years.