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

Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
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
Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Abstract Case Intro 1 Case Intro 2 Excerpts


In 2020, T-Mobile US Inc. (T-Mobile), the US-based wireless service provider, announced that it would challenge the existing norms of the cable industry by launching TVision – an online TV service. Mike Sievert, President and COO, T-Mobile, said, “Just like we changed wireless for good, now we’re gonna change T.V. for good.” T-Mobile had changed the way the wireless industry worked in the US after it launched a campaign called ‘Un-carrier’ in March 2013. The game-changer campaign was aimed at bringing in radical changes into the generally customer unfriendly telecom industry in US..

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