Jan. 3 (Bloomberg) -- AT&T Inc. is targeting customers of smaller rival T-Mobile US Inc. with an offer for as much as $450 in credits for devices and services for each line they switch.
The amount of the offer, which begins today, depends on the make, model and age of the smartphone, Dallas-based AT&T said in a statement. The promotion only applies to customers of Bellevue, Washington-based T-Mobile, the fourth-largest U.S. wireless carrier.
AT&T’s battle with T-Mobile is intensifying after the former merger partners spent 2013 exchanging volleys through advertising. The two companies have singled each other out in part because they use a similar network technology that makes it easier for customers to switch between them while retaining their devices.
T-Mobile has positioned itself as an “un-carrier” shaking up the industry with no-contract plans, phone financing and lower-cost international roaming rates. AT&T, the second-largest wireless carrier in the U.S., has mimicked some of T-Mobile’s price changes while touting the supremacy and speed of its own network.
AT&T trails Verizon Wireless among U.S. customers, while Sprint Corp. holds third place in the market.