Following the recently announced changes to T-Mobile’s Pay-As-You-Go service, the changes may be a harbinger of even bigger changes to come to its suite of prepaid brands.
According to an exhibitor listing on the CTIA Super Mobility Week site (first discovered by Wireless Week), the carrier is preparing to debut a new brand to unite the carrier’s disparate prepaid brands and services, with the description listing T-Mobile itself, GoSmart Mobile, Univision Mobile, and Ultra Mobile as choices under the new umbrella brand. A link to T-Mobile Retail on the listing suggests that the new branding will be used as a future brand for third-party dealers, be they exclusively affiliated with T-Mobile or for dealers selling multiple services.
What is not yet known is how this new branding will affect MetroPCS, as it currently functions as T-Mobile’s secondary prepaid brand and is not included in the Simply Prepaid brand listing. More information is expected this week for press ahead of the two events that will showcase the new brand this month and next month in Las Vegas. With these changes, T-Mobile may be looking to simplify its many prepaid offerings while offering them increased visibility, as Ultra Mobile and GoSmart are not as heavily marketed as the latest T-Mobile prepaid brand in Univision Mobile, which has the benefit of national television marketing and placement in Walmart locations.