T-Mobile Letter: "Binge On!"

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Binge OnT-Mobile announced "Binge On," a new program for consumers to "stretch their data bucket." The service allows customers to watch videos at lower resolutions (which the company says doesn't matter on small screens) and not count the time against their high-resolution data minutes. In addition, consumers can watch videos from partner sites for free. 

Not all responses to Binge On have been positive. The Electronic Frontier Foundation (EFF) has questioned whether the program affects streaming in addition to bandwith. In a video tweet response, CEO John Legere shot back a response including the F-bomb. Legere later apologized. 

In a letter to customers, Legere clarifies that the service is "opt-in" (a big concern) and explains the program in more detail. This paragraph is an example of Legere's usual, casual style:

But there is suddenly a LOT of confusion about Binge On. I keep hearing from customers that they love it – but have recently heard from some others (many of whom have never even tried Binge On, and simply have a different agenda) that they don't like it. Well you know what? That is completely OK too.

My sister sent me the letter and didn't appreciate the casual tone or the "creepy" picture of the CEO. She also noted that the letter isn't dated, so it's unclear when all of this happened. 

Consumers can find more information on T-Mobile's FAQs about Binge On.

Discussion Starters: 

  • What's your view of Legere's writing style? Partly, it fits with the T-Mobile image, but is it too much for customers? 
  • Could T-Mobile have avoided some of the controversy with clearer communications during the rollout? What do you think happened, and how could the messaging have been handled differently?