T-Mobile offering potential customers free 'test drive' of network

HOUSTON (KTRK) -- New cell phones and new plans are coming at consumers from all angles.

Amazon is launching its new Fire phone at the same time Apple and Galaxy are gearing up for the latest and greatest versions of their smart devices. Consumers who are brand loyal may find they are missing out on the latest gadgets by sticking with what they have known for years.

So what are companies to do? T-Mobile is answering that question with one word: Free.

The carrier wants you to switch to its network, but there's just one problem. Most customers like the network they're already on. To encourage people to switch, T-Mobile is allowing customers to "test drive" its network.

Potential customers will be allowed to order an iPhone 5S and test out T-Mobile's network for free for one week. If you like the service better than your old provider, welcome home. If not, the company will allow you to return the phone and go back to your current service provider.

Dr. Partha Krishnamurthy from the University of Houston's Bauer College of Business studies brand loyalty and how to undermine it. She says the T-Mobile idea is a good one because it tackles the big question of "What happens if the new service is not as good as the old one?"

"Acquiring a new customer is the most difficult part," said Krishnamurthy. "Once you acquire one and if you are a high quality provider and the customer is satisfied, they will stick on you."

T-Mobile hopes you'll be so smitten with its service in your home that switching providers will not cause stress in your life.

Will it work? Only if you are willing to try out the free week and it's better than the other guys.

The free week trial offer starts next Monday.