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T-Mobile Innovation Shift

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Guy R. PowellPres. ProRelevant

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T-Mobile’s Growth• Over the last 12

months, T-Mobile has gone from a non-concern to a competitor commanding attention

• T-Mobile Surpassed AT&T in online growth in December and almost matched Sprint

(12 February 2014) https://blog.compete.com/2014/01/10/t-mobile-stay/#comment-79755

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• Over the year Sprint has the biggest % loss

• AT&T has the smallest loss

• T-Mobile DOUBLED its share in the market

• Verizon and AT&T still dominate share of market

Who is switching to T-Mobile?

(12 February 2014) https://blog.compete.com/2014/01/10/t-mobile-stay/#comment-79755

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What are the effects?Market Share Revenue

-3%

-4%

+9%

-2%

-8%

-27%

+50%

-7%

• Biggest hurt is Sprint due to a smaller revenue size, bigger hit to revenue stream

• AT&T may have come out the best due to failed merger talks with T-Mobile

• T-Mobile made huge strides and is a concern for all providers

ProRelevant Marketing SolutionsP• ‘Fastest nationwide 4G LTE network’

• No annual service contracts

• No upgrade runarounds

How did they do it?

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• Upgrade up to twice a year to a new phone

• No roaming charges for data is over 100 countries

• Unlimited everything

T-Mobile launched a campaign, “Un-Leash”, that welcomed customers from other carriers with open arms, emphasizing the benefits that consumers once listed as causes of leaving

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Guy R. Powell

Thank you