T-Mobile’s introduction of the new Simple Choice with no credit check rounded out the company’s two major announcements this week. The plan, which launches on July 14th opens up an opportunity for what T-Mobile describes as 1/3 of the population to take advantage of T-Mobile’s Simple Choice rate plan offerings without worrying about credit. So here’s T-Mobile’s Chief Marketing Officer Mike Sievert going over why the company is attempting to change the stigma on wireless credit checks.

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Launching Breakthrough Family Option with No Credit Checks

T-Mobile today is also extending its Un-carrier strategy to families by addressing a huge customer headache: being denied premium family-plan rates because of less-than-premium credit.

Beginning July 14, families can get four Simple Choice Plan lines with unlimited talk, text and Web and up to 500MB of high-speed data for only $100 per month (plus taxes and fees) — no credit check and no annual service contract required.

An average of one in three consumers who apply for wireless service do not have strong enough credit to qualify for the best wireless rates, according to industry data. Other customers prefer to avoid the hassle of a credit check. As a result, these customers may forego service from a top provider or purchase several prepaid lines.

But with T-Mobile, all families can now access a great multi-line deal with no credit check. Simply put down a deposit (roughly equivalent to one month’s bill) to get the same incredible multi-line rates and network experience as other customers.

The Simple Choice Plan has been wildly popular with families since its introduction in March. About 80 percent of customers who have signed up for the plan have opted for multiple lines.