Un-carrier
E264712
Un-carrier is T-Mobile US’s disruptive branding and business approach that positions the company as a consumer-friendly alternative to traditional wireless carriers by eliminating common fees and contract constraints.
All labels observed (2)
| Label | Occurrences |
|---|---|
| Un-carrier canonical | 1 |
| Un-carrier strategy at T-Mobile US | 1 |
Statements (48)
| Predicate | Object |
|---|---|
| instanceOf |
T-Mobile US initiative
ⓘ
brand positioning platform ⓘ business approach ⓘ marketing strategy ⓘ |
| appliesToIndustry | wireless telecommunications ⓘ |
| associatedWithExecutive | John Legere ⓘ |
| brandOwner | T-Mobile US ⓘ |
| brandType | corporate brand campaign ⓘ |
| businessModelChange |
data-centric plan structures
ⓘ
elimination of annual service contracts ⓘ focus on no-credit-check or simplified credit options ⓘ increased use of installment plans for devices ⓘ introduction of more flexible rate plans ⓘ reduction or removal of common wireless fees ⓘ roaming and international usage reforms ⓘ separation of device cost from service cost ⓘ |
| coreGoal |
challenge industry norms
ⓘ
differentiate T-Mobile US from traditional wireless carriers ⓘ position T-Mobile US as consumer-friendly ⓘ |
| countryOfUse |
United States of America
ⓘ
surface form:
United States
|
| describedAs | disruptive branding and business approach ⓘ |
| influenced | competitive responses from other US carriers ⓘ |
| introducedBy | T-Mobile US ⓘ |
| keyTheme |
anti-carrier positioning
ⓘ
customer empowerment ⓘ elimination of consumer pain points ⓘ simplicity of wireless service ⓘ transparency in pricing ⓘ |
| language | English ⓘ |
| marketingChannel |
digital advertising
ⓘ
retail store experience ⓘ social media campaigns ⓘ television advertising ⓘ |
| marketingMessage |
T-Mobile US
ⓘ
surface form:
T-Mobile is not a traditional carrier
|
| positioningAgainst |
AT&T
ⓘ
Verizon ⓘ
surface form:
Verizon Wireless
traditional postpaid carriers ⓘ |
| relatedConcept |
brand differentiation strategy
ⓘ
customer-centric business model ⓘ disruptive innovation in telecom ⓘ |
| targets | wireless consumers ⓘ |
| usedAs | umbrella brand for multiple T-Mobile initiatives ⓘ |
| valueProposition |
customer-friendly policies
ⓘ
fewer surprise fees ⓘ greater plan flexibility ⓘ improved customer experience ⓘ no annual service contracts ⓘ simplified pricing ⓘ |
Referenced by (2)
Full triples — surface form annotated when it differs from this entity's canonical label.
this entity surface form:
Un-carrier strategy at T-Mobile US