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


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..


Exhibit I: T-Mobile Timeline

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