Case Study: T-Mobile Un-carrier

Our case study outlines the “UN-CARRIER” Customer Value Proposition and maps it out in the LHBS Customer Value Canvas.

About “Un-carrier” Case Study

“Un-carrier” is a bold marketing initiative from T-Mobile USA launched in the beginning of 2013.

Mobile providers are often seen as notoriously insensitive to the needs, pains and expectations of their customers. T-Mobile’s “Un-carrier” was a bold and brave business move that challenged category conventions to become truly customer-centric brand.

The “Un-carrier” is a real game changer with a fully integrated customer value approach based on three main principles: simplicity, fairness and value, which brought the company 22 million new customers only in the first two years.

“Only T-Mobile breaks the rules to break you free.”

About the LHBS Customer Value Canvas

LHBS Customer Value Canvas is a tool we use to develop integrated customer value offers. We believe that any business or brand can create value for its customers in four interrelated, but distinctive areas: Core Product, Added Value Services, Shopping Experience and Communication & Touch-points.

The New Normal.

The COVID-19 outbreak is a new global reality that arrived fast and unexpectly, resulting in the birth of completely unfamiliar business context. With the beginning of the new calendar and fiscal years, businesses have seen their plans for 2020 become obsolete over the course of a few weeks. Undoubtedly as part of immediate crisis management, business leaders are coping with today but also revising plans, projections and priorities for what many are calling the ‘New Normal’.