T-Mobile's CEO on Winning Market Share by Trash-Talking Rivals

T-Mobile's CEO on Winning Market Share by Trash-Talking Rivals

Subtitle: 
First step: Eliminate all the things people hate about the wireless industry
Author: 
Legere, John
Publisher: 
Harvard Business School Press
Date published: 
2017
Record type: 
Journal Title: 
Harvard Business Review
Source: 
Harvard Business Review, Vol. 95, No. 1, January-February 2017, pp. 37-42
Abstract: 

When he joined T-Mobile, in September 2012, the author writes, the most important thing he recognized wasn't specific to T-Mobile; it was true for the wireless industry in general: People hated it. He saw that the best way to succeed in this industry was to do things as differently as possible from the existing carriers. T-Mobile got rid of long-term contracts and replaced them with a transparent pricing model, made it easier to upgrade to a new smartphone, and eliminated charges for global roaming. Legere also began criticizing rivals Verizon and AT&T Wireless, which he dubbed "dumb and dumber," at press events and on Twitter. The result: T-Mobile has grown subscribers from 33 million when Legere came on board to nearly 69 million at the end of the third quarter in 2016.

Language: 

CITATION: Legere, John. T-Mobile's CEO on Winning Market Share by Trash-Talking Rivals . : Harvard Business School Press , 2017. Harvard Business Review, Vol. 95, No. 1, January-February 2017, pp. 37-42 - Available at: http://library.au.int/t-mobiles-ceo-winning-market-share-trash-talking-rivals