Sprint has launched a new ad campaign for Virgin Mobile that goes directly for T-Mobile’s jugular. In true in-your-face fashion, Virgin Mobile mimics T-Mobile’s commercials that feature Carly trying to downplay AT&T’s network and the iPhone, ironic given their current engagement.
Virgin Mobile clearly points out the fact that T-Mobile is about to be bought by the carrier who is dead last in customer satisfaction. Because of that, they think you should join their network with lower prices instead.
Timing is key here, folks – Virgin is striking at T-Mobile at a time where their future is in limbo. T-Mobile and AT&T don’t even know how the acquisition talks will turn out for quite some time, so preying on their customers’ uncertainty is smart. It’s a win-win for them, in my eyes.
If T-Mobile merges with AT&T, Virgin Mobile will have strengthened their spot even further, giving them a good chance to be the new “#4”. If T-Mobile fails to be acquired, Virgin Mobile probably gains a few more customers and the only losses they incur are on the ad campaign it itself.
It’s unclear if Sprint and Virgin Mobile will continue this campaign if the judge denies AT&T and T-Mobile’s proposal. Alongside uncertainty in AT&T talks, Virgin Mobile is also touting their value plans as reason why T-Mobile customers should flock.
The only thing I can’t seem to figure out is how Virgin Mobile now considers T-Mobile a direct competitor. Although their prepaid plans may mimic postpaid plans in terms of how customers pay for and receive service, Virgin Mobile is still a prepaid carrier at the end of the day.
The biggest thing to take into consideration there is the cost of admission – T-Mobile users can get the devices they want for less, while Virgin Mobile customers have to pay for their phones outright. A lot of people get phones – smartphone or otherwise – based on out-of-pocket costs, and T-Mobile gives consumers the ability to get set up without paying anything, if they so choose.
In any case, Virgin Mobile is getting aggressive and it comes as no surprise considering their owner has openly denounced the proposed merge between the 2nd and 4th largest carriers. The video’s above for your enjoyment.