Friday, April 4, 2014

As 'Uncarrier,' T-Mobile Catches Up to Verizon In Consumer Perception









In the heated war to win wireless customers, T-Mobile’s brash strategy looks like a winning one.


Last March, the fourth place U.S. wireless provider unvieled the its “Uncarrier” title, ditching contracts and unbundled phone plan costs. The company has stuck to its plan since, with a series of pricing changes and unrelenting attacks on its top competitors.


For wireless consumers, the “Uncarrier” is growing steadily synonymous with value. Over the past two months, T-Mobile has caught up with Verizon in consumer perception of value, according to a YouGov Brand Index survey of the four major U.S. telecommunication companies released Thursday. In a YouGov customer index survey from 2012 T-Mobile ranked at the bottom.


Continue reading at AdAge.com



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