New Ad Campaign Highlights T-Mobile To Go As The “Straight Up” Prepaid Solution

April 12, 2005

T-Mobile® To Go Rescues Consumers Burned by Hidden Fees from "PoserMobiles"

Bellevue, Wash. — Apr. 13, 2005

Get prepaid wireless phone service without getting burned. That's one of the messages in a new national broadcast advertising campaign by T-Mobile USA, Inc., to highlight the company's prepaid service, T-Mobile® To Go.

The first of two new T-Mobile To Go television spots, "Bowling," debuted recently and features a quirky set of wanna-be urban hip-hoppers posing as a pseudo-prepaid company called "PoserMobile." This slapstick posse tackles a prepaid wireless user in the middle of a phone call to inform him that he has run out of minutes - to the customer's surprise - because of additional fees that include "25 cents to connect and an extra dollar a day."

Fed up with being short-changed, the customer decides to switch to T-Mobile To Go, which offers significant value and flat-rate, per-minute pricing based on refill card value purchased. The commercial ends with the tagline, "T-Mobile To Go. Straight Up Prepaid."

"Our national advertising campaign helps to reinforce the T-Mobile To Go service as being genuine and 'straight up,' offering consumers the best value in prepaid wireless with no annual contracts and no hidden fees," said Jim Goodwin, vice president of Integrated Marketing for T-Mobile USA, Inc.

The second television ad, called "Restaurant," will debut in mid-April. Both ads are slated to air on cable and network television through the end of May during popular prime-time shows. In addition, T-Mobile To Go is supported by radio ads with the "Straight Up" theme in key markets as well as by online advertisements, new retail collateral and a special Web page at The ads were conceived by Publicis West, Seattle.

T-Mobile To Go introduced new lower per-minute rates in March. The service also offers a selection of stylish handsets for customers to choose, including the popular T-Mobile® Sidekick® II, which was introduced to prepaid service in February. In addition, the T-Mobile To Go rewards program, called Gold Rewards, offers consumers additional minutes based on usage.

T-Mobile To Go customers can make voice calls for as little as 10 cents per minute. Starter kits and refills can be purchased at more than 90,000 locations nationwide, including T-Mobile retail stores, authorized dealers, and national retailers such as Walgreens, Circle K, 7-Eleven, Wal-Mart, Target and CompUSA.

Lindsay Morio

T-Mobile USA Media Relations


About T-Mobile USA, Inc.

Based in Bellevue, Wash., T-Mobile USA, Inc. is the U.S. wireless operation of Deutsche Telekom AG. By the end of the first quarter of 2010, approximately 150 million mobile customers were served by the mobile communication segments of the Deutsche Telekom group - 33.7 million by T-Mobile USA - all via a common technology platform based on GSM and UMTS, the world's most widely used digital wireless standards. T-Mobile USA's innovative wireless products and services help empower people to connect to those who matter most. Multiple independent research studies continue to rank T-Mobile among the highest in numerous regions throughout the U.S. in wireless customer care and call quality. For more information, please visit T-Mobile is a federally registered trademark of Deutsche Telekom AG.