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Un-carrier-T-Mobile`s Strategy to Disrupt the US Telecom Industry

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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
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Abstract Case Intro 1 Case Intro 2 Excerpts

Abstract

In March 2013, T-Mobile US Inc. (T-Mobile), a US-based wireless service provider, launched a marketing campaign called “Un-carrier”. Some of the initiatives that the company took under the campaign disrupted the telecom industry in the US. Under the Un-carrier campaign, T-Mobile came out with monthly plans in an industry where long term contracts were the norm. The complex pricing was replaced with flexible and easy to understand pricing. T-Mobile also allowed the customers to get their own phones, where the practice was for the customers to buy a phone from the carriers.

T-Mobile came up with 13 Un-carrier plans till 2017. These plans were pocket friendly for customers. There were "Un-carrier" programs such as unlimited streaming of Netflix. Such offerings helped the company to increase its number of subscribers by more than 5 million a year for five straight years before dropping to just more than 4 million new customers in 2018.

From the time of the launch of the Un-carrier campaign, T-Mobile supported it through communications and advertising campaigns. T-Mobile also re-engineered its customer service and devised a model – TEX (Team of Experts) to provide seamless and hassle free service to its customers.

Issues

The case is structured to achieve the following teaching objectives:

  • Understand the use of business process re-engineering.
  • Evaluate the benefits of a re-engineered process.
  • Understand how a brand can disrupt an industry.

Contents

Keywords

Disruption, BPR, Telecom Industry; Brand Management, T-Mobile; Disruptor brand; Competitive Space; customer service process;

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