& cplSiteName &

T-Mobile Drops LTE iPad Prices to WiFi Levels

Sarah Thomas
4/11/2014
50%
50%

WiFi tablets have always been the bigger sellers over their LTE counterparts, but T-Mobile is testing the theory that it was only price dictating that decision. The carrier announced Thursday evening it would drop prices on LTE iPads to match the WiFi-only versions.

That's a price drop of up to $130 for Apple Inc. (Nasdaq: AAPL)'s iPad. T-Mobile US Inc. says it will also drop prices $10 on any LTE-enabled Android tablets as well. The "uncarrier" is also offering 1.2 GB of free LTE data each month for the rest of the year, as part of its "Operation Tablet Freedom" promotion. When it expires in January of next year, its customers will pay $10 per month if purchased with a postpaid voice plan. (See T-Mobile Zeros In on Tablets.)

Given the significant price delta, consumers have traditonally migrated towards WiFi-only tablets, although sales of the LTE versions have been on the upswing as operators have offered more packages and promotions. What will be most indicative is how often LTE gets used once T-Mobile's customers have to start paying for it, but even $10 per month is cheaper than most of its competitors offer. (See T-Mobile Not Stealing Customers… Yet .)

This is the latest in a long string of shake-ups from T-Mobile in the past year. Earlier in the week, it dropped prices on its lowest-tier "Simple Starter" plan offering unlimited talk and text and 500MB of data for $40 per month. CEO John Legere has promised at least one more rapid-fire change still to come on Monday, so stay tuned to the boisterous CEO's Twitter handle. (See T-Mobile to Pick Up 'Evil' Family Fees, Sprint Launches No-Sharing 'Framily' Plans, AT&T Lures T-Mobile Subs With $450 Promise, Look Inside T-Mobile's 'Uncarrier' Transformation, T-Mobile Kills Contracts, Launches LTE Network, and T-Mobile Zeros In on Tablets.)

— Sarah Reedy, Senior Editor, Light Reading

(13)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
Page 1 / 2   >   >>
Sarah Thomas
50%
50%
Sarah Thomas,
User Rank: Blogger
5/13/2014 | 1:53:28 PM
No more tablet discounts
Well that was short-lived. The tablet discount promotion is over as of yesterday. The fine print in the release was that it was for a limited-time only, and it looks like that was just one month: http://www.tmonews.com/2014/05/t-mobile-ipad-returns-to-full-price-after-operation-tablet-freedom-discount/
kq4ym
50%
50%
kq4ym,
User Rank: Light Sabre
4/14/2014 | 6:57:34 PM
Re: tablet time
As a test program T-Mobile will quickly find out if prices are the motivator for sales. I suspect it's true, but getting those monthly charges down seems to be the plan for the month. Even though the data allowances are pretty meager on the newer plans, the consumer will bite and buy when the prices seem to drop, even though they may possibly be surprised when they find the monthly bill pretty close to what they were paying before.
Sarah Thomas
50%
50%
Sarah Thomas,
User Rank: Blogger
4/14/2014 | 9:26:13 AM
Re: Probably a distraction
Well it doesn't report its Q1 earnings until May 1st, so its timing is a little off if that's the case.
Sarah Thomas
50%
50%
Sarah Thomas,
User Rank: Blogger
4/14/2014 | 9:24:53 AM
Re: tablet time
ha, my comment is kind of funny now that we see its latest move is to abolish overage charges...
Sarah Thomas
50%
50%
Sarah Thomas,
User Rank: Blogger
4/14/2014 | 9:23:58 AM
overage overhaul
Ready for move #3? T-Mobile says it today it will do away with all overage charges on its data plans, and it's calling on AT&T, Verizon, and Sprint to do the same. The release doesn't say what happens when caps are met, however, I'm guessing speeds are throttled way back.

http://investor.t-mobile.com/file.aspx?IID=4091145&FID=23193775
Ariella
50%
50%
Ariella,
User Rank: Light Sabre
4/13/2014 | 10:25:39 PM
Re: tablet time
"Plus, tablets are more of a devices that stays in one place unlike a smartphone." @danielcawrey I wonder if there are stats on that. I notice people carrying their tablets around and using them as cameras at museums sometimes. Granted, they're more awkward to use that way than phones, but I suppose they find them light enough to carry with them. 
jabailo
50%
50%
jabailo,
User Rank: Light Sabre
4/13/2014 | 9:06:34 PM
Re: tablet time
Well it comes down to the power requirements of the chip and its transmitter.

Remember unlike the short ranges of Wifi, with Wimax or LTE the distances to the network antennas are much longer.   If you use a dongle, typically the device powers it and that will drain a small device like a tablet quickly I would think.  I know it drains my laptop battery a bit faster when it's plugged in.

I've seen very unobstrusive Bluetooth USB dongles that are nearly flush with the edge of the USB port.   That's probably where they should aim, very low power and very streamlined, but again, if you make the antenna surface slim...more power is probably required!

The external hotspot solves the problem of devices that are not LTE/WIMAX ready, but then you also have to carry around (and charge as you note) an extra device.  But again, a device without its own battery is going to be draining the main battery that much more!
Gabriel Brown
50%
50%
Gabriel Brown,
User Rank: Light Sabre
4/13/2014 | 1:32:35 PM
Re: tablet time
There are plenty of LTE dongles. Some people like them, but I've always found them too much of a hassle. Mainly, it's another device to keep charged, remember, etc.

They are good if you also want to run a laptop over LTE, or for that matter, an older 3G smartphone or WiFi-only tablet over LTE.
jabailo
50%
50%
jabailo,
User Rank: Light Sabre
4/13/2014 | 1:06:41 PM
Re: tablet time
Are there dongles or hotspots available for LTE?

I have a USB dongle for my Clear Wimax service (but it requires a device that is RNDIS compatible).   

Ideally you could just plug a really minimal USB dongle in your tablet for wireless broadband.
danielcawrey
50%
50%
danielcawrey,
User Rank: Light Sabre
4/12/2014 | 5:49:43 PM
Re: tablet time
I think that it has always been about price for LTE tablets. Plus, tablets are more of a devices that stays in one place unlike a smartphone. Because of that, for the most part WiFi has usually been enough functionality for connectivity. 

I've always wondered why LTE-enabled tablets were so much more expensive. It only served a niche need. Now, many people have said that T-Mobile's LTE coverage and speed aren't great. But this deal is still a good value, even given some carrier shortcomings. 
Page 1 / 2   >   >>
From The Founder
NFV's promises of automation and virtualization are intriguing, but what really excites service providers is the massive amount of money they could save.
Flash Poll
Live Streaming Video
Charting the CSP's Future
Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it's going from two industry veterans.
LRTV Documentaries
Three Gets Smart(y), BT Invokes Twitter – The Recap

8|21|17   |     |   (0) comments


From Telecoms.com, a recap of the week's telecoms talking points. It's been a week of gimmicks as Three tests out a pay-as-you-go sub-brand called Smarty; Comcast
Women in Comms Introduction Videos
VMWare VP Brings Women Up With Her

8|16|17   |   6:49   |   (1) comment


It's an art and a science to make mentorship, inclusive leadership, diversity and promotion of high-potential women work, says Honore' LaBourdette, vice president of Global Market Development at VMWare.
LRTV Documentaries
5G Spectrum Wars – The Recap

8|15|17   |   2:22   |   (0) comments


Service provider 3 has filed a lawsuit against Ofcom over 5G spectrum auction in the UK.
LRTV Custom TV
Say What? Facebook Unleashes AI Anarchy – The Recap

8|7|17   |     |   (0) comments


A recap of the week's talking points on Light Reading's sister site, telecoms.com. Facebook AI programmers had a bit of a brain-fade as they allowed one of its AI applications to invent its ...
Women in Comms Introduction Videos
Fujitsu's Women Band Together to Help Girls Do STEM

8|2|17   |   9:35   |   (1) comment


Supporting women both inside and outside of Fujitsu is a top priority of the telecom vendor. Yanbing Li, Fujitsu Network Communication's director of System Software Development & Delivery, shares why it's important, but why there's still a long road ahead.
LRTV Custom TV
If You're Not First, You're Last – The Recap

7|31|17   |   08:18   |   (1) comment


In case you missed it, Amazon's 1% stock increase helped Jeff Bezos dethrone Bill Gates as the richest man in the world. Also, Taiwanese electronics manufacturer
Women in Comms Introduction Videos
AT&T's Tech President Preps Workforce for the Future

7|26|17   |   5:47   |   (10) comments


AT&T is focused on the software-defined network of the future and is reskilling its workforce to get ready too, according to AT&T's President of Technology Development Melissa Arnoldi.
Women in Comms Introduction Videos
Cisco: Mentoring Critical to Attract & Retain Women

7|19|17   |   6:40   |   (1) comment


Liz Centoni, senior vice president and general manager of Cisco's Computing System Product Group, shares why mentoring in all its forms is important for women and what Cisco is doing that's made a difference for women in tech.
LRTV Custom TV
Gigabit LTE With Snapdragon 835

7|12|17   |     |   (1) comment


At an event in Wembley stadium, EE used its live network to demonstrate gigabit LTE using a Sony Xperia XZ Premium smartphone with a Qualcomm Snapdragon 835 chip.
LRTV Custom TV
Implementing Machine Intelligence With Guavus

7|12|17   |     |   (0) comments


Guavus unites big data and machine intelligence, enabling many of the the largest service providers in the world to save money and drive measureable revenue. Learn how applying Machine Intelligence substantially reduces operational costs and in many cases can eliminate subscriber impact, meaning a better subscriber experience and higher NPS.
LRTV Custom TV
Unlocking Customer Experience Insights With Machine Intelligence

7|12|17   |     |   (0) comments


When used to analyze operational data and to drive operational decisions, machine intelligence reduces the number of tasks which require human intervention. Guavus invested in Machine Intelligence early. Learn about the difference between Machine Learning and Machine Intelligence.
Women in Comms Introduction Videos
Verizon VP Talks Network, Career Planning

7|12|17   |   4:49   |   (0) comments


Heidi Hemmer, vice president of Technology, Strategy & Planning at Verizon, shares how bold bets and the future of tech define her career.
Upcoming Live Events
September 28, 2017, Denver, CO
October 18, 2017, Colorado Convention Center - Denver, CO
November 1, 2017, The Royal Garden Hotel
November 1, 2017, The Montcalm Marble Arch
November 2, 2017, 8 Northumberland Avenue, London, UK
November 30, 2017, The Westin Times Square
All Upcoming Live Events
Infographics
With the mobile ecosystem becoming increasingly vulnerable to security threats, AdaptiveMobile has laid out some of the key considerations for the wireless community.
Hot Topics
Intel CEO Leaves Trump Biz Advisory Board
Dan Jones, Mobile Editor, 8/15/2017
Orchestration Startup UBiqube Pivots Away From NFV
Carol Wilson, Editor-at-large, 8/15/2017
T-Mobile Turns On First 600MHz 4G Sites
Dan Jones, Mobile Editor, 8/16/2017
WiCipedia: Dolly Babes, Manifesto Backlash & 'Brotastic' Failures
Eryn Leavens, Special Features & Copy Editor, 8/18/2017
Ericsson Plans 25,000 Job Cuts – Report
Ray Le Maistre, International Group Editor, 8/17/2017
Like Us on Facebook
Twitter Feed
Animals with Phones
We Know a Tough Day When We See One Click Here
Live Digital Audio

Understanding the full experience of women in technology requires starting at the collegiate level (or sooner) and studying the technologies women are involved with, company cultures they're part of and personal experiences of individuals.

During this WiC radio show, we will talk with Nicole Engelbert, the director of Research & Analysis for Ovum Technology and a 23-year telecom industry veteran, about her experiences and perspectives on women in tech. Engelbert covers infrastructure, applications and industries for Ovum, but she is also involved in the research firm's higher education team and has helped colleges and universities globally leverage technology as a strategy for improving recruitment, retention and graduation performance.

She will share her unique insight into the collegiate level, where women pursuing engineering and STEM-related degrees is dwindling. Engelbert will also reveal new, original Ovum research on the topics of artificial intelligence, the Internet of Things, security and augmented reality, as well as discuss what each of those technologies might mean for women in our field. As always, we'll also leave plenty of time to answer all your questions live on the air and chat board.