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Introduction

T-Mobile made its ninth “Un-carrier” announcement on March 18th, introducing simplified mobile tariffs for businesses, guaranteeing consumers that prices on its current Simple Choice plans will never go up. To date, the company’s Un-carrier initiatives have been substantial, and have had a big impact not only on T-Mobile but on competitors and customers alike.

Highlights

  • Driven by the success of its Un-carrier campaign and the launch of new initiatives each quarter, T-Mobile was the single biggest contributor to subscriber growth across segments in 2014 and captured the majority of phone net adds in the market during the year.
  • T-Mobile has launched nine Un-carrier moves to date, each with its own objective to address a customer pain point. Each initiative is also strategically designed to address a key T-Mobile competitive pain point as well.

Features and Benefits

  • Understand the customer pain points T-Mobile's Un-carrier initiatives address, and how each initiative benefits T-Mobile and impacts the competition.
  • Understand how each Un-carrier initiative is impacting T-Mobile competitors and the timing and nature of competitive responses.

Key questions answered

  • Why did T-Mobile launch Un-carrier and how is this strategy helping T-Mobile to improve performance and increase market share?
  • What are the next pain points or initiatives that T-Mobile will address in its next Un-carrier announcement(s)?
  • What is the likely lifespan of Un-carrier and under what circumstances might we see T-Mobile change that current strategy and marketing campaign? What is beyond Un-carrier for T-Mobile?
  • What should competitors do to help minimize the negative impact of T-Mobile's Un-carrier strategy?

Table of contents

Summary

  • In brief
  • Ovum view
  • Recommendations

Un-carrier overview and drivers

  • T-Mobile has launched nine big Un-carrier initiatives
  • Un-carrier initiatives address customer and T-Mobile pain points

Un-carrier results and KPIs

  • Pressure to grow subscribers and monetize the network has driven T-Mobile's Un-carrier strategy
  • Un-carrier moves are resonating with customers
  • Simple Choice, Jump, and World/Tablets Un-leashed have had the biggest impact on subscriber growth
  • Un-carrier is helping T-Mobile enhance its image with customers and drive awareness of an improved network experience
  • Un-carrier is contributing to changing customer preferences and new rules for the market
  • Un-carrier has put T-Mobile on track to overtake Sprint as number three
  • The ARPU effect – how low can it go?

Reactions from the market

  • Un-carrier initiatives have forced reactions from competitors
  • Addressing the Un-carrier impact on competitors

What's next for T-Mobile?

  • T-Mobile Un-carrier moves are likely to continue throughout 2015
  • Un-carrier campaign's long-term outlook is one of diminishing returns
  • Beyond Un-carrier

Appendix

  • Further reading
  • Author

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