Metro by T-Mobile announced that customers who bring their own device can now purchase protection for their eligible phones or tablets in July. Customers can get device protection even if they did not initially purchase their device from Metro.
Until 31 July, existing Metro BYOD customers and those with Metro devices who did not enroll in device protection at the time of activation can get device protection in Metro stores. They can choose from more protection options than ever before, including Metro by T-Mobile’s device protection plan called Premium Service Bundle. Furthermore, starting 1 July, all customers will have up to 30 days from a device’s activation with Metro by T-Mobile to enroll in protection.
Metro’s choices for BYOD insurance are provided by Assurant. The new BYOD Premium Service Bundle (for handsets only) offers device protection and McAfee Mobile Security as well as Scam Shield Premium, Unlimited Directory Assistance and Call Forwarding, all for US $16.00 a month added to the Metro plan cost.
Alternately, customers can get device protection and McAfee only for their phone, for an additional US $12.00 a month to the plan cost. For basic device protection in case of loss, theft, accidental damage or mechanical or electrical breakdown, Metro by T-Mobile’s BYOD device protection is an extra US $9.00 a month.
This device insurance offering is an interesting and unusual one. Metro by T-Mobile is a budget brand owned by T-Mobile US. Its extension of insurance privileges to customers who bought their phones or tablets elsewhere (either through another operator or independently) indicates that attracting customers to the operator is more of a priority than encouraging device purchases through the operator.
Insuring BYOD phones and tablets is more than just a deal-sweetener in the sense that any financial benefit would be. Since older devices are more likely to experience technical or service issues, having the Premium Service Bundle allows new customers to join Metro without feeling the need to spend on a new device. Since Metro customers tend to be budget-minded to begin with, the offer seems particularly appropriate.
The addition of security features and directory assistance and call forwarding make the offer more appealing to some customers, while the tiered structure—which allows the customer to choose some or all of the features at three price points—provides flexibility. Finally, allowing a 30-day grace period to decide whether or not to purchase the insurance plan is a gesture that should reinforce a positive image of the operator’s brand in the minds of new customers.