T-Mobile transforms its brand – and revolutionises an industry
Stephen WhitesideWarc
In 2012, T-Mobile set a record for the US wireless industry.
Unfortunately for the company, this distinction was a dubious one, as it related to losing the highest amount of customers in a single year – some 4.5 million subscribers.
Fast-forward to September 2014, and the Bellvue, Washington-based enterprise was enjoying the best trading month in its history even as it consolidated its status as the fastest-growing mobile telecoms brand in America.
As Mike Sievert – its evp/chief marketing officer – was eager to point out when...