Metro by T-Mobile launched Nada Yada Yada, a new campaign and lower priced plan that takes a big shot at its cable rivals.
In a blog post on Tuesday, the prepaid service’s new campaign promises ‘simplicity, predictability and transparency’ while accusing Comcast and Spectrum of hidden fees and price hikes.
The campaign also promises wireless from Metro for $25 a month for a single line of unlimited smartphone 5G without losing their current number or replacing their device. In addition, Metro is offering customers 5G Home Internet for $25 the first month, and $20 per month after with AutoPay if they qualify for the Affordable Connectivity Program. Metro’s standard plan starts at $40.
“Big Cable providers like Spectrum and Xfinity (Comcast) have added millions of customers by offering a seemingly good deal full of yada yada,” the company said. “Then, once the promotion is over, they smack customers with exploding bills.”
Metro drawing out its knives for the cable companies isn’t a surprise — it follows parent T-Mobile’s fondness for irreverence and aggressive marketing tactics against rivals. The cable companies have increasingly become worthy of attention, having steadily grown their wireless businesses over the last few years.
Comcast and Spectrum weren’t immediately available for comment.
Nada Yada Yada includes a $1 million Broadband BS Fund to reimburse Comcast and Spectrum mobile users with high wireless bills. The carrier asked for users to share their stories of ‘Big Cable trauma’ to qualify for a $45 Visa eRewards Card to help cover costs. The money is first-come, first-served through December 8.
In its second fiscal quarter, T-Mobile reported a net new 1.7 million customers, 760,000 post-paid phone subscribers and 509,000 5G home internet users and continued to lead the industry in growth.
Cable, meanwhile, continues to lean on wireless as an area of growth. Comcast lost 543,000 video customers in Q2 — about 6,000 subscribers every day — but added 315,000 new wireless customers. Charter Communications, Spectrum’s parent company, reported losing 200,000 TV customers in Q2 this year, as well as 221,000 voice customers. But Charter also added 648,000 wireless customers in the period.