Gartner Research

Market Trends: Implications of T-Mobile USA's Carrier Promotions Strategy

Published: 20 August 2014

ID: G00264403

Analyst(s): Hugues J. De La Vergne, Wm. L. Hahn

Summary

T-Mobile USA's "Un-carrier" strategy has given rival CSPs opportunities to grab market share in their region. Marketing managers should look to consumer research to help direct subscriber promotions.

Table Of Contents

Introduction

Market Trend

  • Successive Promotions Have Kept T-Mobile Ahead Of Its Competition and Built Trust With Consumers
    • The Un-carrier Strategy Comes at the Right Time, Forcing a Response
    • Sprint Will Challenge T-Mobile's Continued Execution on Its Un-carrier Strategy
    • Margins Becoming a Larger Concern With Aggressive Promotions
    • Declining Rate Plans Will Complicate Further Consolidation

Contrarian View

  • If Price Wars Break Out, T-Mobile Will Have Difficulty Competing With Larger CSPs

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