SAN FRANCISCO (KCBS) — T-Mobile has created a new program that allows its customers to upgrade to a new smartphone every six months. According to Mashable, the program is called JUMP or “Just Upgrade My Phone.”

The program goes against the grain of the other major wireless carriers, who are making it harder for people to get a new phone by extending the amount of time you have to wait.

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T-Mobile is trying to establish themselves as a bold company that is going against the trend and trying to be different from the other companies. Wireless users love the service when it works, but often hate the contracts, the bills, etc. It’s something of a marketing gimmick, but it might make sense for a lot of people.

For people who are interested, there is a cost to the JUMP program. Customers would pay $10 a month extra, but in exchange for that, phones can be changed every six months.

If the new phone you crave comes out six months from now, you don’t have to wait two years, which is typical with AT&T, Sprint and Verizon. You will also be offered some type of insurance policy if your phone is damaged or lost during that period.

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It’s basically a way for them to get some extra revenue and appeal to customers into the idea of upgrading and gives them more freedom in a sense.

T-Mobile has also recently eliminated contracts and lets customers finance phones for a monthly fee. So it’s clear they’re trying to market themselves as an edgy outsider.

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