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T-Mobile Jump, What?!

T-Mobile went out of their way to flag this as “their boldest move yet.” And judging from the looks of it, this may be not only their boldest, but their best move yet!

Besides the overly ridiculous name, Jump does have an actual meaning. You’d be surprised to know, the meaning behind the acronym is equally as ridiculous: Just Upgrade My Phone. Well then, the bases here, is gadget lovers can buy into a program that lets them upgrade their phones twice a year, or every 6 months if you want to be technical.

There is a $10 monthly fee, and a 6 month waiting period from your first sign on date before you can, well, jump. As for the price of the phone you’ll pay as a jump member, it will be the exact same price a new customer would pay. Round of applause for the pink company. A little treat for those of us who have a slight gadget problem!

T-mobile sure did a good job with turning plans and commitments into features arguably more worth it than the phones themselves. HEY! AT&T, can I Jump?

T-Mobile’s CEO had this to say:

“At some point, big wireless companies made a decision for you that you should have to wait two years to get a new phone for a fair price. That’s 730 days of waiting. 730 days of watching new phones come out that you can’t have. Or having to live with a cracked screen or an outdated camera,” said John Legere, president and CEO of T-Mobile USA, in a press release. “We say two years is just too long to wait. Today, we’re changing all that with the launch of JUMP! Now, customers never have to worry about being stuck with the wrong phone. And, yes — it’s really as good as it sounds.”