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

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3Q 2018 | IN-5240


T-Mobile’s Latest Un-carrier Initiative Casts Doubt on the Future of the Consumer Market


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 and not on chatbots to deliver excellent customer support. This move is in stark contrast with initiatives from companie…

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