The article discusses the transformation of T-Mobile, once known as the ‘Uncarrier’, into a mirror image of the carriers it once claimed to fight against. In 2012, T-Mobile, under the leadership of CEO John Legere, launched the ‘Uncarrier’ marketing initiative to disrupt traditional industry practices like two-year contracts, hidden fees, and sudden price increases. This campaign was successful in changing the company’s trajectory.
However, the article suggests that T-Mobile now largely resembles the very companies it once opposed. The company has made several changes that contradict the spirit of its ‘Uncarrier’ movement. For instance, T-Mobile attempted to automatically shift its legacy customers to newer plans unless they opted out. When this didn’t work, it ended up raising legacy pricing anyway.
T-Mobile’s treatment of its customers, particularly those who thought they were protected by T-Mobile’s earlier Price Lock policies, has been criticized. The company’s top free phone offers are now typically aimed exclusively at Go5G Plus and Next subscribers. T-Mobile Tuesdays, which used to feature exclusive discounts and promotions, has largely devolved into a limited coupon book app.
The article concludes by questioning whether T-Mobile is still the ‘Uncarrier’ it once claimed to be. It suggests that T-Mobile anticipated some customers would leave once the old ‘Uncarrier’ days were over, but they planned ahead by acquiring the most prominent T-Mobile-based carriers.
Read more: www.androidauthority.com
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