The Challenge

T-Mobile wanted to clearly differentiate itself from its wireless competitors and from tried and tired industry practices. Company executives were contemplating a radical new approach to address customer frustration and challenge industry norms.

Our Solution

T-Mobile tapped Prophet’s deep expertise in brand strategy and analytics to supplement its own efforts aimed at addressing customer frustration with the unnecessary cost and complexity of the wireless industry. Prophet helped T-Mobile conduct extensive market research that identified ways in which the brand could inspire, influence and compel consumers to act. Prophet’s research and counsel helped T-Mobile confirm a core tenet of its Un-carrier strategy: There was a distinct opportunity for a wireless carrier who didn’t act like one. Research showed consumers were generally fed up with what they saw as wireless carrier apathy toward their needs. The resulting T-Mobile brand strategy differentiated the company from its competitors by emphasizing simplicity, fairness and value. Prophet also helped T-Mobile carry its Un-carrier efforts forward through an activation plan that included customer experience design and a development and measurement system to track progress and inform performance targets.

Results

Since the Un-carrier launch in March, T-Mobile has steadily brought this strategy to life at every brand touchpoint. The comprehensive brand program extends from positioning, messaging and communications to customer experience and employee engagement.

“The Un-carrier vision is landing extremely well with customers, and Prophet played an important role in making that happen,” said Andrew Sherrard, senior vice president of marketing at T-Mobile. “I really appreciate the focus, leadership and strategic point of view that the Prophet team has provided over time.”

The company has gained 1.1 million customers in the quarter following the announcement of its new Un-carrier strategy, the largest customer growth in four years, and Fast Company named T-Mobile as one of 2014's Most Innovative Companies.