Positioning the Underdog: T-Mobile as a Concept Company

L I F T : The SeriesC Blog

T-Mobile-Logo1With the recent success of T-Mobile, it’s hard to believe it wasn’t that long ago that T-Mobile was left for dead – a deteriorating asset waiting for someone like AT&T, Dish or Softbank/Sprint to pick up. It was losing customers thanks to no iPhone at the time, and its network infrastructure was late to the LTE game.

Today, T-Mobile is the number three wireless carrier in the US, having just surpassed Sprint in the number of subscribers. It’s worth taking a look at what they did from a strategy and positioning point of view.

Why strategy and positioning? A company’s position is tightly coupled with a company’s strategy and operations. Without that tie, a position lacks credibility from the inability of a company to deliver on its promise. Comcast has announced that it wants to be a “customer-focused” company, but given its organizational structure and internal incentives to reduce…

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