AT&T launched a new initiative to lure people away from fellow mobile carrier T-Mobile.

AT&T announced it will offer T-Mobile customers the opportunity to upgrade their device with a product worth up to $450 per line. The T-Mobile customers that accept the offer will have to switch to AT&T and trade an eligible smartphone.

The initiative started on Jan. 3 and is available for a limited time.

The T-Mobile customer can trade in their current smartphone for a promotion card worth approximately $250. The promotion card can be utilized to purchase an AT&T product or service. The promotion card's value will vary based on the T-Mobile subscriber's smartphone's age, make and model.

"T-Mobile customers can receive an additional $200 credit per line when they transfer their wireless service to AT&T and choose an AT&T NextSM plan, buy a device at full retail price or activate a device they currently own," said AT&T. 

According to AT&T, the promotion card could also be used to pay one's wireless bill.

AT&T did not specify the smartphone models available for the deal but noted, "many of the latest and most popular smartphones will qualify for a value of $250."

GSMArena noted T-Mobile was reportedly set to launch a similar initiative against fellow mobile carriers.

What do you think of AT&T's offer? Fairplay? Dirty?

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