T-Mobile suit claims Qwest misusing "Get More" slogan

By Phil Milford and Brad Broberg
Bloomberg News

Deutsche Telekom AG's T-Mobile USA is suing the wireless unit of Qwest, claiming that Qwest is misusing its "Get More" advertising slogan pitched by actress Catherine Zeta-Jones.

T-Mobile, the No. 4 U.S. cellphone service company, claims in the lawsuit filed last week in Seattle that Qwest Wireless is using the trademarked "Get More" phrase to promote its services. T-Mobile has used the slogan since 1998 and hired Zeta-Jones as a television spokeswoman in 2002.

"As a result of Qwest's actions, the value of T-Mobile's trademarks has been and continues to be diminished, and consumers are being misled and confused," Bellevue, Wash.-based T-Mobile contends in the suit, which seeks unspecified damages.

Qwest, which has offered to buy MCI Inc. for $8 billion, is awaiting regulatory approval to sell its wireless assets to Verizon Wireless for $418 million.

T-Mobile has 17.3 million wireless subscribers compared with Qwest's 754,000.


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Bob Toevs, a spokesman for Denver-based Qwest, said that "as a policy" the company doesn't comment on pending lawsuits.

On its website, Qwest advertises one plan with the label, "You Can Get More From Your Wireless."

T-Mobile says in the lawsuit that consumers seeing such a phrase "are likely to believe, at least initially," that it relates to T-Mobile services.