Can You Hear Me Now? (End of an Era.)

I’ve been a T-mobile customer for over 14 years.

For more than a decade, I never had to worry about minutes, messages, or coverage. My phones always worked. Everywhere. My bill was always low. And in the half dozen times I had problems in all that time, they were solved by the first person I spoke with when I called.

I’ll be frank. T-mobile is one of only three brands I would go on the record as loving.

Over the years, I’ve convinced several friends to switch to Tmo. Most have stayed. Alas, all good things come to an end.

Today I gave in to the Dark Side.

We signed with Verizon.

Despite three separate calls to Tmo, one of which being escalated to retention, the best they could offer me was exactly what Verizon offered me, right down to the phones, data, and price—only they wanted $160-plus up front before they shipped the phones.

14 years. If they’d offered the phones with no up-front (sales tax, shipping), I’d probably still be with them. But they didn’t. They chose $160 today over about four grand in revenue and a 14-year customer and brand evangelist.

Lesson learned, I guess.