Doesn’t offer features you can’t find with other carriers.
34 million U.S. subscribers – 4th largest U.S. carrier
Largest global carrier doing business in U.S. (150mm subscribers worldwide)
We are going to use the internet to: 1) Develop positive feelings for the brand which will 2) build community among our current customers and 3) entice others to switch to T-Mobile. Goals & Objectives
Brand Elements Logo: URL: www.tmobile.com Slogan: Celebrity support: Commercials: Catherine Zeta Jones YouTube: partnerships with NBA (Charles Barkley, Dwayne Wade, Dwight Howard) For MyTouch: Avril Lavigne, Eric Clapton, many others Jingle:
Although T-Mobile offers 13 Smartphones, including 6 touch-screen phones: It’s been hard to compete with the iPhone (AT&T) and the Droid (Verizon). Why? Ads for touch screen phones were not prominent until the iPhone flooded the market. What do we do about it? Don’t keep new technology hidden…promote, promote, promote. Use existing technology to do it. Products - Phones
Plans What did we learn here? Don’t fix what isn’t broken. 40-50% below competition is OK right now.
Current distribution: Web tmobile.com Amazon.com Third-party vendors (wirefly.com, target.com, etc.) T-Mobile brick & mortar retailers Third-party dealers Mall kiosks Target Best Buy Place More stores = More T-Mobile Partnerships are good for business, but we must maintain brand consistency by: Thorough product training Consistent signage Consistent selling message
The top four mobile service providers (including T-Mobile) are stuck. If one provider does it, the others follow. Promotion This applies to: Advertising Plan Rates Phone options Promotions It’s time for something different.
Increased and improved coverage throughout United States: More towers Form service partnerships Monitor internet “chatter” Respond to complaints Use “bad” experiences for better customer service training Say “THANK YOU” to positive reviews and loyal customers. ServiceRecommendations Take-Away: Listen to our customers Fix what is broken Always say “THANK YOU”
Promotional Recommendations Mobile Marketing Campaign
Current T-Mobile customers will receive a text through their phone for a writing contest:
What is this doing for us? Building a T-Mobile COMMUNITY
Increased web presence Create viral videos for YouTube: Not your run-of-the-mill-this-is-our-TV-commercial-just-digital it’s: T-Mobile Candid Camera Just how hard is it to walk and text? Link to T-Mobile.com and Facebook Facebook & Twitter promotion: First 1,000 new, unique followers receive free service for a month. Promotion runs three different times until the end of the year. Promoted only first time through mobile marketing to current users. Promotional Recommendations For example: http://www.youtube.com/watch?v=itZ97tsDJLo Create positive, fun experiences
Easy to track if it’s working: Then vs. now comparisons How many… Facebook followers? Twitter subscribers? YouTube video views? KPI’s & Measurement