Should T- Mobile change their name and emphasis?

[tekfranz]

Armchair CEO here again…

T-Mobile has really improved since the Sprint Merger. They also have a few things to work on like their Customer Website, Data Breaches, finishing up the merger, etc…

I really think that once they have all that behind them, if they could reinvent themselves again like they did as the Un-Carrier and maybe target a different Demographic.

I really like the 5G billboards I am seeing emphasizing coverage and speed.

For example, maybe it would be as simple as giving their T-Mobile for Business a different name with a Professional Business look and feel. Or just a new name and marketing aim altogether.

Do you think T-Mobile should change their emphasis and rebrand?


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[brad15]

No, the T-Mobile name is fine. Honestly, it's been a few years since i've been in public and gotten a negative reaction when people ask who I have and I say T-Mobile.. now it's "I hear they've gotten really good now, should I try it?" and everyone I know who has, has loved it and stuck around.. even the more rural family members who have swapped.

They're winning awards for coverage/speed.. no need to waste the cash to re-brand.

Focus on getting rural areas filled in with LTE/5G, getting fiber to sites that need it, expanding FWA, and they'll be fine.

[DRNewcomb]

No, the T-Mobile name is fine. ......

Agreed. It's cheaper and easier to change perceptions than it is to rebrand. T-Mobile is a global brand, like Vodafone. It has a lot going for it.

[MountainBikerMark]

Maybe tone down the pink a little bit but other than that word of mouth is their best advertising asset currently .

[tekfranz]

Maybe tone down the pink a little bit but other than that word of mouth is their best advertising asset currently .

I had hopes the Sprint and/or Nextel brands might be brought back sometime, maybe even with the Yellow and Black branding.

Imagine if T-Mobile built a Business Division more Professional focused than Verizon on a Network as robust as FirstNet and gave it name and branding that resonated with Professionals, Business People & First Responders. There should be a lineup of business devices, rugged handsets, fleet tracking, and Internet Hotspots for Mobile Command centers. The Corporate Customer’s Office would have powerful account management tools to manage large accounts.

It would need to be much much more than an un-carrier event, but a drive to capture the Business market back from Verizon and AT&T.


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[DRNewcomb]

Maybe tone down the pink a little bit but other than that word of mouth is their best advertising asset currently .

Yes and yes!

[tekfranz]

Yes and yes!

Having Magenta plastered all over everything is not my favorite either. To me the current Magenta does not convey network reliability or professionalism. I think it does go well to the fun and party image T-Mobile used to have.

But what other colors are not used and are available?



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[brad15]

Having Magenta plastered all over everything is not my favorite either. To me the current Magenta does not convey network reliability or professionalism. I think it does go well to the fun and party image T-Mobile used to have.

But what other colors are not used and are available?



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I mean, what makes it less professional than the blue at&t uses or the red Verizon uses?

Other than its pink and "men" shouldn't be associated with it, is the only thing I can come up with, and would track for lame corporate culture. I find it quite a nice color myself.

[formercanuck]

From a color perspective, Magenta, like many other neon colors are more 'eye candy'. I personally prefer it over Sprint yellow.
While I take this with a grain of salt, as some is cause/effect condition, it generally works with marketing
https://digitalsynopsis.com/advertis...-in-marketing/

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[brad15]

Well, I mean.. T-Mobile just had a bad rep for coverage, it's changing now luckily.

I'm actually in talks with our IT department at my airline to swap us from an AT&T MVNO for our corp-issued iPads to swap to T-Mobile, and until last year it was always a hard no, but now they're actually considering it since a lot of staff at HQ are on T-Mobile now, and they see it's not garbage.

T-Mobile I do not think is going to have a ton of business customers anytime soon, but they are building the platform, and they need to do a big rural push the next few years to make up that (or just allow biz customers roaming on AT&T)

[tekfranz]

Well, I mean.. T-Mobile just had a bad rep for coverage, it's changing now luckily.

I'm actually in talks with our IT department at my airline to swap us from an AT&T MVNO for our corp-issued iPads to swap to T-Mobile, and until last year it was always a hard no, but now they're actually considering it since a lot of staff at HQ are on T-Mobile now, and they see it's not garbage.

T-Mobile I do not think is going to have a ton of business customers anytime soon, but they are building the platform, and they need to do a big rural push the next few years to make up that (or just allow biz customers roaming on AT&T)

That is great to hear…the employees nudging management to switch. Definitely sounds like a real improvement in perception.


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[tekfranz]

On the Magenta color discussion, the Scam Shield theme and colors look really nice:




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[high technology]

They have come a long way, but they still have a bit further to go before they can conquer some of the corporate and higher end customers that are loyal to the Big 2. But they've built T-Mobile branding up so well, and as others have pointed out they no longer have a down-market reputation --> they are pretty close to being able to take that next step.

Two things they need to do are

• Continue to improve rural coverage (for example, there is NO SERVICE, not even roaming at Bethel Woods, which is where Woodstock was held).
• Improve their customer service -- if they had fewer issues, they'd have fewer callers, and then could actually put empowered reps back on the phone, rather than these offshore call center reps that can't do anything without having to get a supervisor involved.

My best analogy to them would be Capital One credit cards in the mid-late 2000s. They ran those dumb Vikings commercials all of the time, it drove me nuts. Then they decided to go up-market because the financial crisis hit their customer base pretty hard, so they took a chance and launched the Venture card with 2% cash back across the board. I initially scoffed at it, then they ran this crazy promotion where they would match your existing miles balance from any airline, up to 100k miles (which I had). I figured for a <$100 annual fee card, I'd grab $1,000 worth of points, and if it was a dud, I'd just cancel after a year. I viewed Captial one as a "bottom feeder" at that time based on the cheesy marketing, but I gave them a shot -- this was Capital One Venture in 2009, and this is IMHO where T-Mobile is today...

Here's where the road forked for Capital One and the move upstream paid off --> I ended putting about $3k of charges/month on that card, and in the course of that first year I had to call Capital One 3 times for odds-n-ends (duplicate merchant charge, damaged card (wouldn't swipe), and some other thing I don't remember). Each time, customer service was friendly, extremely professional and eager to resolve the issue, and did so each time. In comparison, I had to call another large card issuer a couple of times and it was not as good of an experience. I was very impressed with Capital One, and we've kept that card for 12 years and just upgraded it to their premium Venture X card. They dropped the Vikings ads and replaced them with much more professional ads, their revenue improved due to fewer defaults and more higher credit worthy customers.

T-Mobile is at that fork in the road -- For T-Mobile to go upstream, they need to get more professional, empower their reps, and follow through on things. They still don't do this right -- I had a couple of promo issues with my recent signup, customer service is largely offshored, the stores have a car dealership vibe, competing promotions at the same time that can't be combined, etc.