In one of the boldest moves since it unbundled service plans from device costs, T-Mobile has rocked the mobile carrier boat once again by offering unlimited music streaming to its customers.
The provider has said it will offer its subscribers unlimited access to iTunes Radio. Other streaming services on the program initially include Pandora, Slacker, iHeart Radio, and Spotify.
The usage will not incur any data charges, or count towards any data allowances on customers’ 4G plans.
T-Mobile CEO and President John Legere announced the immediacy of the service: “Beginning right now, you can stream all you want at T-Mobile from all of the top music services – data charges do not apply.”
“We want people to enjoy their music worry-free – the way it’s meant to be,” said T-Mobile Chief Marketing Officer Mike Sievert, before explaining, in a clear challenge to other carriers that “streaming music is a showcase of what makes our network different. We can handle it.”
Reliance on streaming
The announcement was made at the company’s ‘Un-carrier 5.0’ event in Seattle this week.
T-Mobile, while unlikely to be the first to recognize the increasing reliance on music streaming services, and the mobile industry’s reluctance to move away from set data plans and charges, are again, the carrier that makes the jump first.
In 2013, T-Mobile unbundled service plans from the cost of devices as part of its ‘Un-carrier’ strategy, causing other major carriers to follow suit.
The company plans to extend its free streaming to other services too – customers can request new services to be added via T-Mobile’s website. As the services receive more votes, they’ll be added to T-Mobile’s ‘music freedom’ program.