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T-Mobile HotSpots Borders

Borders Books & Music stores roll out T-Mobile HotSpot wireless broadband service in over 330 stores

September 5, 2003

3 Min Read

ANN ARBOR, Mich. -- Borders Group (NYSE:BGP), allied with T-Mobile USA, Inc., continues to install T-Mobile(R) HotSpot service at Borders Books & Music(R) locations, now offering customers Wi- Fi (802.11b) high-speed wireless broadband Internet service in the Murray, Provo and Salt Lake City stores in the state of Utah. More than 330 stores across the country are now Wi-Fi enabled with plans to outfit nearly all of the 420 Borders Books & Music stores in time for the holiday shopping season.

Knowing that a large percentage of users are cafe customers, T-Mobile worked with Borders to design and distribute free 24-hour day passes for T-Mobile HotSpot service in the form of coffee cup sleeves. The promotional sleeves are now distributed in all Wi-Fi enabled Borders stores, and have successfully converted Cafe Borders customers to Wi-Fi users by offering them a unique password to use the service free for 24 hours in exchange for buying a cup of coffee.

"Our relationship with T-Mobile gives Borders customers a relaxing place where they can access a world of information without time or comfort constraints," says Tami Heim, president of Borders. "We're working with T-Mobile to develop unique ways to encourage shoppers in Wi-Fi enabled Borders stores to use the service, which is experiencing steady growth."

"Since launching the T-Mobile HotSpot service last year, Borders has been an enthusiastic partner and through the recent coffee sleeve promotion we've literally put access to our service in the hands of every Borders cafe customer," said Joe Sims, vice president and general manager of T-Mobile HotSpot. "We've found once someone's been introduced to the world of Wi-Fi, they are loyal fans and repeat users."

T-Mobile HotSpot service allows customers with a wireless enabled laptop or PDA to access the Internet or intranets at super fast speeds at more than 2,700 convenient public locations they already go such as Borders stores, airports and the clubs and lounges of American Airlines, Delta Air Lines, and United Airlines, Starbucks coffeehouses, and, soon Kinko's. At Borders, customers can indulge in personal interests such as reading online book reviews and experiencing rich multimedia audio and video services. Additionally, Borders is a great environment to catch up on email, download important presentations or access their corporate intranet from a comfortable chair.

To connect, customers need a T-Mobile HotSpot account and a Wi-Fi enabled laptop or PDA. To use the service, customers simply need to launch their Internet browser from within a participating Borders and login. A variety of plans currently are available, including the Unlimited National subscription plans starting at $29.99 a month giving customers unlimited access to all 2,700 T-Mobile HotSpot locations nationwide. A $19.99 per month unlimited add-on plan is available for T-Mobile voice and data customers. Rate, location and other information about the T-Mobile HotSpot service can be found at www.t-mobile.com/hotspot/borders.

T-Mobile USA

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