BELLEVUE, Wash. ? Oct. 2, 2006 ? T-Mobile USA, Inc. today unveils nationwide a new wireless communications experience that brings to life a customizable, fun and easy-to-use phone interface on today's coolest phones, and facilitates unlimited any-network callingSM to those who matter most.
Available only from T-Mobile, the new experience, called myFaves, emphasizes people first rather than technology. myFaves empowers users to have five photos or icons on their myFaves-enabled device home screen that illustrate the five people who matter most to them. Then, with a simple click, the user has unlimited nationwide calling to that designated person ? to any number in the U.S., even landlines.
The phone interface also enables the user to access a straightforward communications menu in just one click for effortless text and multimedia messaging (SMS and MMS, for which separate charges may apply), and to easily leave voice notes for the five numbers in their ?Fave 5.? Plus, the unlimited calling feature enables people to concentrate on their conversations, thereby eliminating concerns over which network their friends or family use.
?Our customers lead busy, overloaded lives. It's our job to do whatever we can to help make it easier and more enjoyable for people to stay connected with those who matter most,? said Mike Butler, Chief Marketing Officer, T-Mobile USA. ?People want to be freed from worrying about minutes and which carrier their friends use. They just want the freedom, without boundaries, to effortlessly call those they care about. Our new service, myFaves, truly delivers on this.?
The myFaves experience is designed to be:
- Focused on people. myFaves-enabled phones feature icons or photos for peoples? Faves right on the home screen. These are easy to create by cropping or taking a new picture with a custom ?circle view finder? or by choosing among fun ? free and premium ? downloadable icons.
- Easy to use. The myFaves interface makes it easier than ever to communicate; and intuitive setup on the handset makes activation and maintenance simple. Users can, without charge, change any or all of their five Faves once a month from the phone.
- Affordable. myFaves offers unlimited nationwide calling to one's five favorite people, to any phone in the U.S., with plans starting at just $39.99 per month (for individuals) or $69.99 per month (for families), plus applicable taxes and fees.
There are no domestic roaming or domestic long-distance fees with myFaves. Unlimited nationwide calling includes those calls that both originate from and are received in the U.S.; and excludes international, toll (900) and toll-free (800, 866, 877) numbers. A selection of icons and photos will be available, both free and for purchase.
T-Mobile offers a broad lineup of myFaves-enabled phones from a range of phone manufacturers, including these popular devices: BlackBerry® Pearl™, Samsung Trace™ (SGH-t519) and t629, Nokia 6103, and MOTORAZR V3. Virtually all new handsets available through T-Mobile will be myFaves-enabled by the end of the year.
Marketing Support
The myFaves experience is the first service offering from T-Mobile that embodies the company's fresh new look and new strategic marketing direction, which is also being launched today. While the brand maintains its signature magenta hue, T-Mobile has a new tagline, ?Stick Together,? which was created to underscore the importance of maintaining and enriching personal relationships, and to reflect T-Mobile's mission of developing and bringing to market innovative products and services that help people stay effortlessly connected to those who matter most.
T-Mobile will support the national launch of myFaves and the company's brand transformation with a new advertising campaign that highlights genuine moments of connection between people, and poses to consumers the compelling question, ?Who's in Your Fave 5?SM. While emphasizing key major metropolitan markets, the campaign will be executed nationwide in retail outlets and in television, print, online and outdoor media.