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T-Mobile Steps Up Pursuit of More Business Customers

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Sep. 19 2018, Updated 10:30 a.m. ET

Leasing without a deposit

T-Mobile (TMUS) has recently teamed up with Apple on a device leasing program that could help it win more business customers. Under the program, businesses that activate at least 25 lines on a T-Mobile network are eligible to lease iPhone or iPad devices over a 24-month period without any deposit.

The program also lets businesses upgrade their devices every two years, allowing them to take advantage of the latest technologies in mobile. Apple refreshes its iPhone product line every year, but major upgrades are introduced every two years. It launched its latest iPhones on September 12, unveiling three models: iPhone XR, iPhone XS, and iPhone XS Max.

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T-Mobile leading in customer wins

The device leasing arrangement with Apple could help fuel T-Mobile’s customer wins. The company is already leading with new customer additions. It added 1 million postpaid customers in the second quarter compared to 532,000 added by Verizon (VZ), 123,000 added by Sprint (S), and 73,000 added by AT&T (T).

The T-Mobile device leasing partnership with Apple comes at a time when Apple is also working to position iPhones as a business tool. It has partnered with IBM to build business-class applications for the iPhone.

T-Mobile increasing perks for customers

As part of the effort to attract more customers and boost subscriber retention, T-Mobile has partnered with entertainment companies Pandora, Live Nation, and Netflix (NFLX) to increase perks for its customers. Netflix runs the most popular streaming video service in the United States where it boasts 57.4 million customers.

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