T-Mobile's Call Is a Wrong Number
T-Mobile's net addition of 2 million postpaid subscribers during 2013 -- most of them during the latter half -- probably didn't come cheaply. In addition to the usual handset subsidies needed to attract that desirable category of customer, T-Mobile has been paying subscribers of one-time suitor AT&T to defect while also cutting charges for lucrative services such as international roaming. Meanwhile, deep-pocketed AT&T has introduced competing subsidies aimed at T-Mobile customers. Investors will be presented with the initial bill when T-Mobile releases fourth-quarter results. Analysts predict a per-share loss of 19 cents compared with a profit of 12 cents a year earlier. The problem with T-Mobile's strategy, aside from the immediate cost, is that it leads nowhere. A soft drink with 1% market share may be able to justify a marketing spree, but a nationwide carrier with just one-tenth of the US postpaid market can't. In addition to big outlays for advanced wireless technology, T-Mobile's status as a distant fourth in postpaid subscribers will make it hard to outbid AT&T and Verizon for soon-to-be-auctioned chunks of wireless spectrum. The number of postpaid customers to be gained from aggressive discounting—perhaps a few million—pales in comparison to those two top carriers’ nearly 170 million postpaid customers today.