T-Mobile is basking in the limelight courtesy of masterful marketing and an aggressive promotion launched last week. First, its CEO, John Legere, was ceremoniously kicked out of a Las Vegas party thrown by wireless rival AT&T. But what’s really generating buzz is the fourth largest U.S. wireless carrier’s offer to pay up to $650 for new customers to switch to its service. While analysts fear this will spark a margin-eroding price war, this concern is premature.
T-Mobile Hasn’t Incited a Price War…Yet
The mobile carrier is competing by adding value.
January 13, 2014
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How to develop a winning strategy—and put it to work.