Indeed, T-Mobile, a unit of Deutsche Telecom AG (NYSE: DT), is planning to drop Catherine Zeta-Jones from its commercial and marketing materials. Management probably thinks Catherine Zeta-Jones doesn't sell product, or at the very least, wouldn't sell the new products T-Mobile is planning to launch.
According to The Wall Street Journal, T-Mobile is leading the way with a planned October launch of a new generation of Internet phones. These cellphones can roam onto Wi-Fi connections at home or onto T-Mobile hot spots. T-Mobile might even offer Vonage-like Internet calling service. Either way, the new services would be cheaper and are intended to attract customers away from both wireless and land-line phone companies.
New services/products means a re-branding effort, right? Hence the ending of the contact with Catherine Zeta-Jones as it expires next year and phasing her out of the marketing materials. What T-Mobile is planning, they say, is more man-on-street-approach, which I sincerely hope will not include YouTube-prepared commercials.
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