U.S. mobile operator T-Mobile is enjoying a remarkable string of successes, buoyed by the strength of its innovative Un-Carrier mission and attitude. The communications service provider has turned heads with its consumer-first brand and particular focus on delivering on the needs of Generation Cloud. Over the last couple of years, this has translated into record-breaking growth and allowed T-Mobile to make considerable progress in rising the ranks in the region’s competitive wireless market.
“BY WIDELY TOUTING ITS ANTI- CONTRACT, ANTI-SERVICE RESTRICTIONS APPROACH, T-MOBILE ESTABLISHED A NEW AND REVOLUTIONARY BRAND IDENTITY, ONE THAT DIRECTLY SPOKE TO GENERATION CLOUD.”
The company ended 2014 on a strong note. According to analysis from Consumer Intelligence Research Partners (CISP), it outperformed AT&T, Verizon and Sprint in customer retention and acquisition in the year’s final quarter.4 The mobile operator also saw its share of consumer phone activations – a measure of renewals, first-time mobile buyers and those who switched from another communications service provider – rise by an industry-leading 29 percent in Q4 2014, according to CISP co-founder Michael R. Levin.
The Un-Carrier movement appears to be working, as evidenced by T-Mobile’s overall customer growth. The company estimates it added 8.3 million net new customers in 2014, including 2.1 million in the fourth quarter alone.5 That would put T-Mobile’s total subscriber count at more than 55 million, a figure that would seem to bring it even with third-place Sprint, which reported 55 million subscribers at the end of the third quarter in 2014.6
In the second quarter of 2012 – the final quarter before new CEO John Legere took the helm – T-Mobile reported 33.2 million subscribers. When analysed closely, these figures present a story of incredible success.
The mobile operator, which acquired 9 million subscribers following the takeover of MetroPCS, successfully drove another 11+ million consumers to its brand in a little more than two years.8 Once middling in last place, it is now the U.S.’s fastest-growing mobile operator. How did that happen?