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


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


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

Vendors to Watch

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