Described as ‘ground breaking’ it appears T-Mobile are hoping you won’t remember the  ‘Orange Value Promise’ which was offered a few years ago until the point where Orange became so terrified that anything innovative or market-leading would steal their soul.  However, it’s a welcome offering that means T-Mobile customers will always be able to demand whatever the market-leading tariff offers irrespective of who is offering it – what’s not clear is if this will be automatic or whether consumers will need to ask for matches when they notice they’re no longer getting the best deal… Can you guess?  I reckon I can.

While probably a good sales headline what would really impress is if T-Mobile extened this offer beyond voice and minutes – an area where consumers can already cheaply access huge amounts already… So come on T-Mobile… really impress us and extend this pledge to data and roaming costs too… dare you!