T-Mobile's Latest Un-carrier Customer Care Announcement Shows the Existing Challenges in Delivering Market Innovation

In 2013, T-Mobile launched its strategy, nicknamed “Un-carrier,” with the goal of delivering innovation and disruption in the U.S. mobile market. Since then, T-Mobile has unveiled various Un-carrier initiatives based on a mix of marketing, innovative strategies, and network investment addressing some of the historical pain points of the U.S. mobile market. Examples of Un-carrier initiatives include the elimination of data caps, resulting in the company offering unlimited data consumption and free Netflix. The Un-carrier strategy has helped T-Mobile grow its service revenue from US$19.1 billion in 2013 to US$30.2 billion in 2017, with mobile customers increasing from 46.7 million in 2013 to 72.6 million in 2017.

In its recent Un-carrier announcement, T-Mobile launched “a team of experts” that are aiming to solve the issue of customer service by betting on people...

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