Deutsche Telekon's USA-based T Mobile and MetroPCS – companies that have not done well in the highly competitive U.S. wireless providers category – have agreed to merge their businesses.
Our current Customer Loyalty Engagement rankings correlate perfectly with the sizes of the wireless providers – competitive coverage maps in magazines notwithstanding:
MetroPCS is much, much too small to show up on our National survey and T-Mobile, which has been losing customers over the past two Brand Keys Loyalty & Engagement Indices, will gain access to airwave space to expand their broadband but not customers, at least not right away.
Connectivity is a critical driver of loyalty in the wireless category and currently T-Mobile and MetroPCS use different technologies, so their phones don't actually work on each other's networks. But with combined resources to expand coverage and build on 4G technology they might be able to become a viable competitor to the Big 3 in the category.
The proposed merger seems as if it will facilitate wireless growth and consumer choice. And, likely, yet another outlet for iPhones!
(Want to have your say? Add your Comment)
Clarken: Video's the big growth channel. 17% of the 266m smartphone owners in China will stream more than 3 videos a day #interact13
Megan Clarken (Nielsen): It's now a mashed-up world where traditional media has become digital. Nobody can get away from that #interact13
Leo Burnett, Starcom, Draft lead popular prize vote http://t.co/1xjyJUl6GT Vote for your favourite video now http://t.co/1xjyJUl6GT
Blackshaw: In a digital world, you're going to get higher dividends if your story's right, and higher debits if it's wrong #interact13
Pete Blackshaw (Nestlé): We have 650 Facebook pages, 130m fans, 1300 original pieces of content a day #interact13
Gardès: HTTP is the protocol when using the internet
RTB should be the protocol when serving inventory #interact13
Julien Gardès (Rubicon Project): Any media that can be traded programatically NEEDS to be traded programatically #interact13
Major theme of RTB panel at #interact13 - marketplace is so diverse/fragmented that it's weighing on prices. Standardisation needed.How's your agency doing in the Warc Prize Popular Vote? http://t.co/1xjyJUl6GT Vote for your favourite video now http://t.co/1xjyJUl6GT