How T-Mobile Trashed Its Own Industry and Gained 22 Million Subscribers in the Process

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A Q&A with T-Mobile CMO Mike Sievert.

Over the past 18 months, T-Mobile has rolled out seven different campaigns under its Uncarrier messaging that aggressively targets competitors by debunking the wireless industry in hopes of gaining market share. The wireless carrier claims that it has added 22.5 million subscribers in the past year and a half, making it the fastest-growing network out of the "big four" (Sprint, T-Mobile, AT&T and Verizon). Still, T-Mobile remains the smallest carrier and went through a failed merger with AT&T earlier this year. But with charismatic CEO John Legere, a big focus on word-of-mouth marketing and a series of over-the-top events, T-Mobile plans to run with Uncarrier as long as possible.


How T-Mobile Trashed Its Own Industry and Gained 22 Million Subscribers in the Process