AT&T is offering T-Mobile customers — and only T-Mobile customers — up to $450 to switch their wireless service to AT&T, but is the switch actually worth it? A close inspection of AT&T’s fine print suggests some customers might want to think twice.

According to AT&T, beginning Jan. 3, under the limited-time offer, T-Mobile customers who switch to AT&T can trade-in their current smartphone for a promotion card of up to $250, which can be used toward AT&T products and services.  Trade-in values will vary based on make, model and age of the smartphone, but many of the latest and most popular smartphones will qualify for a value of $250.  T-Mobile customers can receive an extra $200 credit per line when they transfer their wireless service to AT&T and choose an AT&T Next plan, buy a device at full retail price or activate a device they currently own. The “Next” plan offers customers a chance to upgrade to a new device every year under an installment plan that divides the retail price of the phone over 20 months.

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The Wall Street Journal’s ‘Digits’ explores the open marketing warfare between AT&T and T-Mobile. (3:34)

Although $450 sounds like an outstanding deal, some Wall Street analysts that usually panic when a company seems to be giving away the store, are still sleeping well at night.

“It’s not as great an offer as it appears on the surface,” Michael Hodel, equity analyst at Morningstar tells MarketWatch. “The fine print is critical.”

1. Not every smartphone will qualify for the $250 “promotional card.” Only the latest model smartphones showing no signs of wear and tear are going to earn full value. Customers with older feature or basic phones will not qualify for anything at all. Customers may be able to get just as much selling their old phone themselves.
2. AT&T is not offering a cash rebate. The value of the “promotional card” and the $200 ‘switch from T-Mobile’ bonus can only be spent on AT&T products and services. The promotional card will help defray the cost of buying a new smartphone from AT&T (which may not have the best price) and the $200 bonus will appear as a credit on a future AT&T bill.
3. By accepting the $200 bonus, customers give up any device subsidies, an important distinction if you want an Apple iPhone. AT&T’s device subsidy on this phone is higher than $200.
4. AT&T has tighter credit standards than T-Mobile. Customers with spotty credit may be asked to put down a deposit with AT&T before the company will take your business.

Legere

AT&T argues its offer will benefit T-Mobile customers by giving them access to the larger coverage area of AT&T’s wireless network and more widespread 4G service. But AT&T customers pay higher prices for access to that network. A T-Mobile customer is more likely to be sensitive to the price of the service — one of the strongest marketing points T-Mobile has in its favor. Most customers unhappy with T-Mobile’s less robust coverage tend to cancel service at the end of their contract (or earlier) and switch to either AT&T and Verizon Wireless.

According to an October report from MoffettNathanson Research, a typical T-Mobile family with 3-5 lines on a single account usually save around $50 a month off AT&T’s prices. That represents $600 a year in savings.

T-Mobile’s scrappy and aggressive marketing has had an impact, particularly on AT&T. Just a few years earlier AT&T tried to buyout T-Mobile in a consolidation move rejected by the Justice Department’s Antitrust Division. After the merger collapsed, incoming T-Mobile CEO John Legere has long forgotten whatever niceties existed between the two companies when they were trying to join forces. Legere has been on the attack against both AT&T and Verizon Wireless all year, and the effort is clearly beginning to pay off as T-Mobile adds customers.

Last year at the Consumer Electronics Show (CES) Legere called AT&T’s network “crap” on stage. So when Legere crashed AT&T’s party at this year’s CES convention, still sporting his pink T-Mobile t-shirt, AT&T’s security guards threw him out.

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CNN calls T-Mobile’s John Legere the most dangerous man in wireless, for exposing “disgusting” AT&T and Verizon’s over 90% gross margin on their wireless services and their consumer unfriendly business practices. (2:41)

Klobuchar

After months of fruitless discussions with cell phone carriers, the U.S. Senate is moving closer towards legislation that would stop phone companies from blocking “kill switch” technology that could disable lost or stolen phones, discouraging would-be thieves.

Sen. Amy Klobuchar (D-Minn.) sent letters this week to Verizon Wireless, AT&T, Sprint and T-Mobile asking the carriers to do more to protect customers from phone theft.

Klobuchar is concerned wireless companies may be blocking cell phone manufacturers from enabling anti-theft technology customers could activate to disable missing phones and prevent unauthorized access or reactivation without the customer’s consent.

“Mobile devices aren’t just telephones anymore – increasingly people’s livelihoods depend on them,” Klobuchar said. “That’s why we need to do more to crack down on criminals who are stealing and reselling these devices, costing consumers billions every year. The wireless industry needs to step up to the plate and address these thefts, and make sure consumers have the most advanced security technology at their fingertips.”

The technology is already widely available internationally and has dramatically reduced smartphone theft by eliminating most of the resale value of the expensive devices, which are rendered useless once the phone is disabled.

Apple has contractual control over its products unlike most cell phone manufacturers.

But American carriers have so far refused permission to allow manufacturers like Samsung to introduce the feature in North America. Apple has successfully introduced a “kill switch” on many of its latest devices thanks to favorable contractual language that limits outside interference with the software Apple develops for its wireless devices. Other manufacturers are generally required to bow to carrier demands.

“I think that this is motivated by profit,” San Francisco district attorney George Gascon told CNN. Gascon reported he had seen e-mails from carriers that rebuffed Samsung’s efforts to introduce the technology in the American market.

Companies like AT&T claim that a “kill switch” feature could be exploited by hackers and make restoring service extremely difficult. But manufacturers and proponents of kill switch technology dismiss that argument, claiming the process is easily reversible once a customer enters a correct name and password. Critics believe carriers are motivated by the potential loss of millions from the sale of insurance plans, replacement phones, and the increased revenue earned from the reactivation of stolen phones.

With more than 1.6 million smartphones stolen or lost annually, carriers sell more than $800 million of replacement phones worth at least $500 each. Wireless phone companies also profit selling insurance plans priced at $7 or more monthly that offer free or discounted, typically refurbished cell phone replacements. Most customers never use the insurance plans, earning providers an extra $84 a year in revenue per customer.

Without kill switch technology and other theft prevention measures, the incentive to steal valuable smartphones continues to increase. As the price of sophisticated smartphones continues to increase, they are a prime target in street crime incidents. In San Francisco, 67% of robberies are related to mobile devices, according to the police department. Ten percent of phone owners have had a phone stolen, according to a Harris poll.

For now, the industry has only agreed to develop a voluntary database of phones reported lost or stolen. But participating carriers are largely American, allowing crooks to bypass the list by exporting phones overseas where they are quickly reactivated.

Klobuchar wants carriers to go on the record about kill switch technology, and her letter requested a formal response to three questions:

• Whether companies received offers from handset manufacturers to install “kill switch” technology;
• Have companies introduced the technology and, if not, why not;
• How companies will introduce such technology in the future.

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CNN reports American cell phone companies aren’t interested in allowing customers to remotely disable their lost or stolen cell phones. (0:43)

“Use it or lose it” is the policy under which the Federal Communications Commission licenses scarce, publicly owned airwaves, but in practice companies warehousing unused spectrum can sell it off and make a handsome profit.

Reuters today reports T-Mobile USA is exploring a spectrum buy from its rival Verizon Wireless to bolster wireless data services to effectively compete against Verizon, AT&T and Sprint.

A source told Reuters the deal is in the early stages and could involve the purchase of Verizon’s unused “A” Block 700MHz spectrum, ideal for long distance and indoor reception. Verizon chief financial officer Fran Shammo earlier said the company was not going to sell its unused spectrum at “fire sale” prices and recently rejected an offer deemed to be too low. One analyst estimated the value of Verizon’s excess “A” spectrum to be as high as $3 billion.

T-Mobile, owned by Deutsche Telekom, told investors on Nov. 12 it was launching an equity offering to raise money for spectrum deals with a private, unnamed party. T-Mobile raised $1.8 billion through a sale of its common stock last week and offered $2 billion in bonds on Nov. 18 with the expected aim of funding future spectrum purchases.

Verizon acquired the spectrum in 2008, part of a broader auction that sold off frequencies formerly used by UHF TV channels 52-69. The “A” block is considered less desirable because of adjacent interference concerns in areas where a television station operates on Ch. 51. Those stations may not be there for long. The FCC is proposing to auction off UHF channels 31-51 to wireless companies in the future, reducing UHF TV to channels 14-30. Verizon’s “A” block licenses do not blanket the entire country, but can cover a number of major cities. Verizon Wireless deployed its LTE 4G network on its “C” block.

Are you getting the mobile broadband speeds your provider advertises for its whiz-bang 4G network? How do you know which carrier really delivers?

The Federal Communications Commission is hoping you can help them find out with a free Android app to be unveiled on Thursday.

The FCC has successfully used volunteer crowdsourcing before to keep wired Internet Service Providers honest through its “TestMyISP” speed measurement project for home broadband connections. When the first results were announced, an embarrassingly bad rating for Cablevision forced the cable company to quickly beef up its broadband infrastructure to match the speeds it promised customers.

Now the FCC’s new chairman Tom Wheeler hopes a similar effort will help the federal agency understand whether the promises wireless carriers make to customers are actually being kept.

With wireless broadband gaining in prominence, the FCC wants to do a better job monitoring a service most Americans use in some form while on-the-go. If providers like AT&T and Verizon Wireless are caught dramatically underperforming in coverage and speed, the agency may take that into account as part of its mission of regulatory oversight.

Consumers will also benefit from having an unbiased source that can offer regular analyses on the speed and performance of each carrier — useful information to have before being locked into a two-year contract.

Verizon, AT&T, T-Mobile, and Sprint are among the carriers agreeing to take part in the speed test project.

The FCC Speed Test app will initially be available for Android smartphones. There are no details about the release date of an Apple iOS version of the app, but the FCC’s Mobile Broadband Speed Test home page shows links (not yet active) for both versions of the app.