Brand Management Program

Positioning

• 34 million U.S. subscribers – 4th largest U.S. carrier• Largest global carrier doing business in U.S. (150mm

subscribers worldwide)

Salience

Imagery

• Use celebs in ads• Use of color in logo make

brand recognizable

Performance

• Doesn’t offer features you can’t find with other carriers.

Judgments Feelings

• Internet reviews are old and/or not

positive

• Very little positive feelings – users with

good experience remain neutral

Resonance

•Little incentive to stay with T-

Mobile

We’re here We need to be here

We are going to use the internet to:

1) Develop positive feelings for the brand

which will

2) build community among our current customers

and

3) entice others to switch to T-Mobile.

Goals & Objectives

Brand Elements Logo:

URL: www.tmobile.com

Slogan:

Celebrity support: ◦ Commercials: Catherine Zeta Jones ◦ YouTube: partnerships with NBA (Charles Barkley, Dwayne

Wade, Dwight Howard)◦ For MyTouch: Avril Lavigne, Eric Clapton, many others

Jingle:

Products - Coverage

•More coverage in:• West• South• East coast

•Improved coverage in:• Midwest

Customers are asking for:

•T-Mobile has mediocre coverage.

•AT&T and Verizon have better coverage.

Although T-Mobile offers 13 Smartphones, including 6 touch-screen phones:

It’s been hard to compete with the iPhone (AT&T) and the Droid (Verizon).

Why?Ads for touch screen phones were not prominent until the

iPhone flooded the market.

What do we do about it?Don’t keep new technology hidden…promote, promote,

promote. Use existing technology to do it.

Products - Phones

Plans

550

700-750

1400-1500

2000-2100

3000

Unlimited

# o

f m

inute

s

$- $50.00 $100.00 $150.00 $200.00 $250.00 $300.00 $350.00 $400.00

Current Plans

T-MobileSprintVerizonAT&T

What did we learn here?Don’t fix what isn’t broken.

40-50% below competition is OK right now.

Current distribution:◦ Web

tmobile.com Amazon.com Third-party vendors (wirefly.com, target.com, etc.)

◦ T-Mobile brick & mortar retailers◦ Third-party dealers

Mall kiosks Target Best Buy

Place

More stores = More T-Mobile

Partnerships are good for business, but we must maintain brand consistency

by:1. Thorough product training

2. Consistent signage3. Consistent selling message

The top four mobile service providers (including T-Mobile) are stuck.

If one provider does it, the others follow.

Promotion

This applies to: AdvertisingPlan Rates

Phone optionsPromotions

It’s time for something different.

Increased and improved coverage throughout United States:◦ More towers◦ Form service partnerships

Monitor internet “chatter”◦ Respond to complaints◦ Use “bad” experiences for better customer

service training◦ Say “THANK YOU” to positive reviews and loyal

customers.

Service Recommendations

Take-Away:1) Listen to our customers2) Fix what is broken3) Always say “THANK

YOU”

Promotional RecommendationsMobile Marketing Campaign

◦ Enter Blogosphere◦ Current T-Mobile customers will receive a text through their

phone for a writing contest: ◦ Submit a T-Mobile focused blog◦ Winner receives free service for a year & becomes T-Mobile’s

“product-in-action” tester

◦ Create community “app”:◦ Application helps users find daily events in their community

◦ Can be all events or specific interests.

◦ Available only to T-Mobile customers.

What is this doing for us?Building a T-Mobile COMMUNITY

Increased web presence◦ Create viral videos for YouTube: Not your run-of-the-mill-this-

is-our-TV-commercial-just-digital it’s: T-Mobile Candid Camera

Just how hard is it to walk and text? Link to T-Mobile.com and Facebook

◦ Facebook & Twitter promotion: First 1,000 new, unique followers receive free service for a

month. Promotion runs three different times until the end of the year. Promoted only first time through mobile marketing to current users.

Promotional Recommendations

For example:http://www.youtube.com/watch?v=itZ97tsDJLo

Create positive, fun experiences

Easy to track if it’s working:◦ Then vs. now comparisons

How many… Facebook followers? Twitter subscribers? YouTube video views?

KPI’s & Measurement

More importantly:◦ How many

◦ New service subscribers?◦ Transferred service subscribers?◦ New phone sales?◦ Service upgrades?◦ Phone upgrades?

No more “follow the pack”

The T-Mobile community is more than just a cool phone. It’s about coverage, service,

and how we all

In The End