T-Mobile US is going to fire more shots in the U.S. mobile marketing war on Sept. 10, 2014. You can bet there will be a Sprint reaction.
At this point, while T-Mobile US could announce yet another tweak to its value-price propositions, even that might not be so noteworthy.
More data usage for less money is a good thing, from a consumer perspective.
But with Sprint seemingly now willing to respond in kind for every T-Mobile attack on the packaging front, the upside seems to be less valuable.
So what new attack might T-Mobile US be unleashing?
And will the new promotion focus on end user experience, single-line accounts, prepaid or family accounts?
And at what point will the attacks start to move the needle on multi-line accounts?
Value and price are important, to be sure. But it is easier to switch a single-user account than a multi-line account. It is one thing to swap out a single device, and to make a decision for a single user.
It's harder to switch multi-line accounts when four or five devices have to be replaced, or where coverage is important.
What might it take to get multi-line accounts to seriously consider a swtich? And can T-Mobile US afford to underwrite the switching costs?
Saturday, August 30, 2014
"This Time it's Personal," T-Mobile US Says
Gary Kim has been a communications industry analyst and journalist for more than 30 years, covering the business impact of technology. These days he especially studies changing business models and strategies.He speaks frequently at conferences and spends quite a lot of time organizing conferences and content as well.
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