Mint Mobile today announced the launch of a new “That’s Not Right” campaign designed to highlight what’s not right about the wireless industry in general and what is right about the service offered by the prepaid mobile virtual network operator (MVNO). The campaign is fairly wide-reaching as it looks to highlight the various pain points experienced by customers and includes aspects such as consumers having to buy into the “unlimited racket,” the inability to test-run a service before switching, and the general approach to customer service from carriers in the US.
When it comes to the unlimited point, Mint Mobile explains that not everyone is in need of unlimited data and therefore having a market which caters more to unlimited at a higher price negatively impacts on those looking for a simple and affordable plan option. To combat this the latest campaign highlights how Mint Mobile’s entry-level plans start from as little as $15 per month (for 2GB 4G LTE data, unlimited talk and text), with the price rising minimally as the data increases. For example, 10GB data -- which Mint Mobile states “is 2x more data than the average American uses” -- along with unlimited talk and text is available for $25 per month. As for the 'test before you buy' point, this is another element Mint Mobile actively promotes as the online-only service allows interested consumers to test the service for seven days prior to committing to a plan. This method does require the purchasing of a $5 SIM card though if a consumer switches to Mint Mobile after the trial the $5 is credited back when signing up.
Much of what Mint Mobile is proposing echoes sentiments and moves made by T-Mobile recently, which is more than just a coincidence as Mint Mobile uses T-Mobile’s network to provides its MVNO service to customers. Unlike T-Mobile, however, Mint Mobile seems less about giving you more at a higher price and instead focuses on offering “warehouse club” savings by keeping its own costs as low as possible through the use of an online-only footprint and passing those savings directly to its customers. Up until recently, Mint Mobile had been better known as Mint SIM although it went through a rebrand designed to better translate its core company message to consumers. To coincide with the launch of its new “That’s Not Right” campaign, Mint Mobile has released two new commercials showcasing other, and non-career-related, ‘that’s not right' scenarios.