Smartphones-- they're the most amazing devices.
We spend our times--
you know how I spend my times tweeting, Skyping, blogging, posting, Googling,
Face timing.
These are built on the most significant technology of our time.
Now, every time, including today, a new device comes out,
there are more and more useful features and applications
that you are dependent on.
When that kid across from you has a much better device and they're using it,
it pisses you off.
We are going to attack what I believe is the single most offensive wireless
practice head on.
These are those absolutely ridiculous rules
of when you can upgrade your phone, did you ever
ask yourself, why is this two-year contract and inability
to upgrade good for me?
Contracts and limitations work for carriers.
They don't work for you.
And you've heard me use this word before,
and it is the root of so much of what happens.
It is all about greed.
Now, let's go through a little bit of this together.
Have you ever had that moment where you left your phone at home.
You got to work, and you literally turn your car around
and go home because you couldn't get through the day without it?
I call them "oh, shit moments."
Now, here's my theory.
"Oh, shit" is really an abbreviation not necessarily
because your phone fell in the toilet.
It's short for "oh shit, I'm tied into an effin contract,
and I can't get out for two years.
And I'm going to hold that toilet ridden phone
to my head for the next two years.
Two years is too long to be locked into a phone.
Think about this--
730 days of waiting.
730 days of watching new phones come out that you can't have.
Nah, nah, nah, na, nah, nah.
So today I'm announcing--
and I'm going to have some help with Michael
on this-- a totally revolutionary phone upgrade program, and it's called Jump.
And you can shorten that for Just Upgrade My Phone.
I prefer John, Upgrade My Phone.
It's an industry first.
You upgrade when you want up to twice a year.
Not every two years, up to twice a year.
And by the way, you get protection.
It pretty much covers everything that could possibly happen.
You're covered if your phone malfunctions or it just
becomes possessed.
You're covered if it's lost or stolen.
You're covered if you drop it in the toilet or run over it with your car--
not in succession I hope.
You're laughing because it's happened to you.
And here's the beautiful part.
You're covered if you just don't want it anymore, and you just want a new phone.
This is what customers are asking us for-- every single one.
Now, AT&T and Verizon--
shock.
What did they just do?
Is this the definition of clueless?
They just went from 20 months of pissing you off to 24.
What's the response to this?
Go to 36?
Do you even remember what phones were around two years ago?
What we're also going to do is we're going to tell everybody.
We're going to tell our idea of a bold, fun new thing for customers.
And we're going to do it, shockingly, in a loud and funny way.
I want to play for you the first in a few series of an ad campaign
that's called, surprise, "730 Days."
[PHONE RINGING]
Two years is too long to wait.
Introducing Jump from T-Mobile.
Upgrade when you want, not when you're told.
[T-MOBILE RINGTONE]
Check it out.
I got a 7.
Oh, good for you.
Pretty cool, right?
I got an 8.
Two years is too long to wait.
Introducing Jump from T-Mobile.
Upgrade when you want, not when you're told.
[T-MOBILE RINGTONE]
It's your son.
Your son.
Mom, hello?
Can you hear me?
What are you doing?
I dropped my phone in a toilet.
Now I'm putting it in rice to dry it out.
Hello?
You washed it off first, right?
Hold on.
I'll get to land line.
No, that's moist too.
Two years is too long to wait.
Introducing Jump from T-Mobile.
Upgrade when you want, not when you're told.
[T-MOBILE RINGTONE]
No, I'm at my computer right now.
I'm just bringing it up.
But I'd just like to say that--
hello?
I'd just like to say that I 100% agree with Delaware.
I think they got the right idea.
And-- hello?
I didn't hear you.
In that case, I do not agree with them.
I think that is a bad idea.
Hello?
Two years is too long to wait.
Introducing Jump from T-Mobile.
Upgrade when you want, not when you told.
[T-MOBILE RINGTONE]
I kept saying, Jocelyn.
Turns out his name's Jason.
Yeah, I told you he was like--
I mean, he looked like a Jocelyn, but his name is Jason.
So--
Two years is too long to wait.
Introducing Jump from T-Mobile.
Upgrade when you want, not when you're told.
[T-MOBILE RING TONE]
I've been struck by how important our smartphones have
become in our lives, how passionately customers feel about smartphones,
how they feel about smartphones.
Think about it for a minute.
This is our pipe to all the world's knowledge, and data, and connections,
and people that we care about most.
We feel naked without it.
So to me, I find it more than a little bit ironic and really unbelievable
that the industry chose this thing.
This thing to put the constraints, and the restrictions,
and the rules, and the dictations around?
That's not right.
As John said, Verizon and AT&T are lengthening their cycles.
Lengthening them to 24--
730 days of waiting.
Customers deserve better than that.
It's about upgrading when you want, not when you're told.
Change your phone when you want your phone to change.
It's that simple, and it is as good as it sounds.
Now here's how it works.
After an initial one time six-month period from enrollment,
if you decide it's time for a new device, just bring it back.
Just bring it back.
We'll immediately wave every penny you still owe on that device
when you buy a new one and start and new equipment installment plan with us.
Everyone with a new, who's starting and new equipment installment plan
with a new device on Simple Choice automatically qualifies
to enroll in Jump if they'd like--
new and existing customers.
And for a limited time all existing customers on Value Plan,
Simple Choice plans-- anybody with an installment payment
plan with us will be able to qualify during a limited enrollment period.
And all the details are already on our website.
So check it out.
By the way, if that device you bring back is damaged, or it's broken,
or it's missing entirely, we've still got you covered.
You're still covered.
The insurance part of Jump kicks in, and you'll
pay a deductible for your broken or missing device
like you do with our insurance today.
And if you want a new device instead of an exact replacement of that older
one, no problem.
Again, you immediately qualify for our best new customer pricing
when you've been enrolled in Jump.
Sound good?
You like it?
[CLAPPING]
[MUSIC PLAYING]