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.
Stock news, financial commentary, and your daily dose of Foolishness: Get plugged in to The Motley Fool on Twitter!
Fool contributor Anders Bylund holds no position in any of the companies discussed here. You can check out Anders' holdings or a concise bio if you like, and The Motley Fool is investors writing for investors.