Here’s a cute little Now-You-See-It-Now-You-Don’t bit of advertising slight-of-hand: T-Mobile’s current “Truly Unlimited” marketing campaign.
Here’s a part of the current advert on T-Mobile’s web site (and paralleling the TV ads currently running):
But once you’re wowed by the big pinkish letters at the top, your eyes may not wonder down to the fine print above, which says “Includes 2 GB of full-speed data.”
Huh? How can something “Truly Unlimited” have a full speed data transfer limitation? Later in the ad, also in mouse type is this little gem: “T-Mobile’s plan includes 2 GB at full speeds; reduced speeds for remainder of bill cycle.”
Reduced Speed is, ah, “Truly Unlimited”?
Then, buried down in the page is this little gem:
Data: Data speeds slowed after 2000 MB per billing cycle. Capable device required to achieve 4G speeds. Your data session, plan, or service may be slowed, suspended, terminated, or restricted if you use your service in a way that interferes with or impacts our network or ability to provide quality service to other users, if you roam for a significant portion of your usage, or if you use a disproportionate amount of bandwidth during a billing cycle. You may not use your plan or device for prohibited uses. Messaging: You will be charged for all messages you send and that are sent to you even if they aren’t received. Length/size of messages may be limited.
Now that’s “Truly Unlimited” in my book!
Click here for a PDF of T-Mobile’s “Truly Unlimited” ad as it appears on its web site.”
You’ve got to love those marketing types…And the clever attorneys who write disclaimers for them.
Jonathan
PS: Does anyone know what the ‘reduced speed’ is? 300 baud? (Sorry…dating myself…) jk
