Look out, Verizon
Deutsche Telekom AG's
From this high-volume (and highly expensive) advertising platform, T-Mobile is launching the message that it gives you a better deal than Verizon, AT&T, or Sprint
T-Mobile needs a decent tagline, and being a value provider when the economy is tight sounds like a very viable strategy. Verizon calls itself the biggest and most reliable network, and AT&T boasts it has the fastest 3G network and exclusive access to Apple's
With that in mind, T-Mobile has now emerged with its new promo: "The coverage you need, at the price you want." The company is set to trumpet the message that it's a cheap date that will save you money. The BillShrink site backed those claims up in a quick test based on my Floridian zip code and modest calling habits. An imaginary Anders with heavy texting and mobile Web browsing habits, on the other hand, got a Sprint service as his first recommendation, with T-Mobile right behind. So the deck doesn't seem unfairly stacked in the German provider's favor, which is good for the credibility of this campaign.
It's looking like T-Mobile could leverage a solid brand message into a stronger market position while putting pressure on the other majors to close this value gap -- or the perception thereof. The wireless market just heated up in front of my eyes. Where's my popcorn and soda? This is going to be interesting.