T-Mobile over the past several years has aimed its appeal at younger generations, casting itself as the hip carrier in touch with the needs of data hungry and fee-weary Millennials. But T-Mobile is now targeting a new segment of the population: seniors.
The Un-carrier on Monday cast its unlimited net wider, offering the older segment of the population two lines of limitless talk, text, and data for $60 (with AutoPay). The plan will become available on August 9.
Dubbed T-Mobile One Unlimited 55+, the plan starts at $50 for the first line of unlimited, and offers a second line of unlimited for $10 per month after a $5 AutoPay discount. As with the other T-Mobile One plans, the 55+ version includes unlimited text and data roaming across more than 140 countries and destinations; free talk, text, and data use in Mexico and Canada; Gogo WiFi connectivity on flights; mobile hotspot capabilities; and multi-line capabilities with DIGITS.
The Un-carrier billed it “the wireless deal that the generation who created the Mobile Era deserve.”
“For years, the carriers have been patronizing the generation that invented wireless. They thank these mobile pioneers by selling dumbed down ‘senior’ plans with exactly zero data and — get this — night and weekend minutes! That’s not just idiotic — it’s insulting,” T-Mobile CEO John Legere commented. “Today, the Un-carrier ends this ridiculousness with T-Mobile ONE Unlimited 55+ — an offer that recognizes how Boomers and beyond actually use their smartphones!”
Legere’s comments are a shot at competitor AT&T’s Senior Nation plan, which comes with a $30 per month cost for customers over 65 but includes an old school offer of just 200 anytime minutes, 500 night and weekend minutes, and unlimited calling to other AT&T customers.
T-Mobile’s efforts could pay big dividends if it can lock down the senior segment. As highlighted by the Un-carrier in its release, U.S. Census estimates from 2017 indicate there are more than 93 million U.S. citizens over the age of 55. T-Mobile reports around three quarters of that population has a smartphone, and cites Nielsen data noting that Boomers spend an average of nearly two and a half hours on their smartphones each day.
