9/15/2010 11:17:00 AM
T-Mobile targets high-end prepay
T-Mobile will broaden its prepay devices strategy across all operating systems in the coming months.
The operator is exploring a multi-operating system strategy for prepay and will look to add tier one manufacturers to its range, which includes the HTC Wildfire.
T-Mobile currently offers RIM and Android products in prepay but is looking to add Symbian to the range as part of a wider plan to bring high-end devices to pay-as-you-go.
The operator kicked off its strategy of offering high-end smartphones on prepay last year with its BlackBerry in a box product. The offer included the BlackBerry device, email access and a text and voice bundle on pay-as-you-go.
T-Mobile head of device marketing Nicola Shenton told Mobile: ‘It is all about making smartphones accessible. There is a wide audience out there that is increasingly savvy about their handsets and tariffs.’
The operator believes it has created a niche as consumers become more demanding about their handsets and technology costs come down.
In August, T-Mobile became the first operator to launch the BlackBerry Pearl 3G on prepay. At the time, Shenton said making the BlackBerry Pearl 3G available to customers on a pay-as-you-go tariff was ‘part of T-Mobile’s mission to bring more affordable, top-end smartphones to the wider market’.
Shenton added: ‘Consumers can come to T-Mobile and do not have to wait for the price to come down. We saw a market that fitted with our brand positioning and pushed it forward with a small but concise mix of handsets.
We are trying to give customers a range of different operating systems and brand choice on Android. We are trying to get handsets that give a good experience.’