T-Mobile is really determined to turn the mobile world upside down by breaking all the rules. At an event in New York today, T-Mobile announced its new JUMP plan, which allows customers to upgrade their phones up to twice a year.
"We are going to redefine a stupid, broken and arrogant industry," T-Mobile US CEO John Legere said at the press event. "Two years is too long to be locked into a phone. That's 730 days of watching new phones come out that you cannot have."
T-Mobile subscribers can join the the JUMP program for only $10 a month. After the first six months of enrollment, JUMP subscribers will be able to trade in eligible phones to participating T-Mobile stores and upgrade to a new device. Equipment Installment Plans will be erased, and customers will be able to buy their new device for a new upfront price. This is a great plan for early adopters who like to acquire the latest smartphones as soon as they're released.
JUMP also works as a total protection plan which covers lost or broken phones. However, some damaged phones will require that users pay a deductible. Legere pointed out that most smartphone users already pay more than $10 a month for insurance anyway."You are covered if you drop it in the toilet or even if you run it over with your car," Legere said. "It's covered even if you just want a new phone."
T-Mobile's JUMP plan is the carrier's second attempt to separate itself from the other major U.S. carriers. In late March, T-Mobile branded itself as an "un-carrier" and stopped subsidizing phones.