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September 26, 2006

T-Mobile drops Zeta-Jones

Posted by Tricia Duryee at 10:28 AM

T-Mobile USA is expected to drop its celebrity spokeswoman, Catherine Zeta-Jones, when her contract expires sometime next year, according to a story in the Wall Street Journal.


AP
Is T-Mobile saying bye-bye to Catherine Zeta-Jones?

The story said T-Mobile was leaning towards a branding approach that had a man-on-street flavor.

In addition, the story reported that the Bellevue-based company will soon launch phones that will seamlessly work on both cell and Wi-Fi networks. The company had been expected to launch the service as early as this summer.

The dual-mode features will not only be a good use of T-Mobile's thousands of Wi-Fi hotspots, but it will also off-load some traffic from its already full network. As it is, the company has struggled with not having enough capacity on its network to roll out new services, such as high-speed 3G. If people do start to use Wi-Fi instead, it could free up some spectrum for other services.

It also gained more spectrum recently when it became the largest bidder in a government spectrum auction.

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Tricia Duryee
Tricia Duryee
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