What Drives "UnCarrier" Success?

Is T-Mobile US success boosting its subscriber numbers between the second quarter of 2013 and the end of the third quarter of 2013 evidence of success with its "Uncarrier" marketing, bring your own device policies and "no contract" plans, or the right to sell the Apple iPhone? 

Some might argue it was the the Apple iPhone, which T-Mobile US began selling in 2013, which accounts for the subscriber gains

Not the sharp uptick between the end of the first quarter of 2013 and the end of the second quarter of 2013. 

Some likewise would say it was the exclusive right SoftBank had for a time to sell the Apple iPhone, starting in 2010,  that likewise fueled SoftBank's rapid gain in market share .

More recently, NTT Docomo blamed a quarterly subscriber loss on limited inventory of Apple iPhones.

The answer might matter. 

Perhaps the ability to sell the iPhone is what affected subscriber gains, not "no contract" plans or device installment plans. Perhaps it was the perception of "lower price" that mattered.

That's the problem when attributing gains to one policy, when several changed at once.

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