Un-carrier-T-Mobile`s Strategy to Disrupt the US Telecom Industry
| Case Code: MKTG437 Case Length: 8 Pages Period: 2013-2017 Pub Date: 2021 Teaching Note: Available |
Price: Rs.300 Organization : T-Mobile US Inc Industry : Technology & Communications Countries : United States Themes: Advertising & Promotion, Information Systems, Strategic Planning |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
The Un-Carrier
In 2013, T-Mobile launched a marketing campaign called “Un-carrier” along with a consulting company Prophet and an advertising company Publicis . The campaign had the customers as its point of focus. The company announced, “The arrogance, complex plans, locked in contracts and other age old complexities of the telecom industry are to be replaced by un-carrier.”..
Improving Customer Service
In 2014, T-Mobile announced another offer that elated customers. It launched an offer to pay the early termination fee (ETF) of locked-in customers of Verizon, Sprint, or AT&T . In addition, these customers were given a credit toward a new phone. Legere said, “We are either going to take over this whole industry or these ******** are going to change.” ..
After-Effects
The Un-carrier initiative changed the situation for T-Mobile. During the Un-carrier campaign, T-Mobile also gained customers at a rate that exceeded that of its three competitors combined..
Exhibits
Exhibit I: T-Mobile Timeline
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