Remove roaming borders and create a bigger relevant territory. Recently T-Mobile USA surprised the market with an innovative move: extending its flagship Simple Choice plan to Mexico and Canada at no extra charge. The initiative, called ‘Mobile without Borders,’ provides calling to both land lines and mobile phones as well as access to 4G LTE data straight from the customers’ plan, across all three countries. This upgrade makes Simple Choice the first wireless plan to span an entire continent.
Customers expect to sustain their digital lifestyle wherever they are, whether at home or traveling abroad. The key to maintain customers’ digital activities is to reduce uncertainty behind roaming offers by freeing customers from worries and letting them to control their roaming expenses while they are abroad.
Uri Gurevitz is director for market insight and strategy at Amdocs