May 01

T-Mobile’s ‘Uncarrier’ Strategy Working As It Picks Up 1.3 Million Subscribers

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Get ready for some T-Mobile Twitter trash talk.

The mobile carrier, whose brazen (and well-compensated) CEO John Legere is a frequent social media boaster, posted gains in new monthly subscribers outpacing the totals from Verizon and AT&T combined. In its first quarter earnings statement this morning, T-Mobile said it added 2.4 million net subscribers and 1.3 million postpaid subscribers; its two larger rivals picked up 1.16 million postpaid customers during the quarter.

For T-Mobile, the figures are a coup. In 2013, the struggling company kicked-off its “Uncarrier” campaign, which dropped contracts and shed other carrier conventions in a bid to steal subscribers from AT&T, Verizon and Sprint. Its strategy has helped improve the network’s reception among consumers next to competitors with heftier marketing budgets.

Continue reading at AdAge.com

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