T-Mobile Case Study

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A Comeback Story
Sonya Nicole Maynes
Mesa Community College

The world of telecommunications is a dog eat dog world. Marketing and innovation is key. Leading the pack as America’s fastest growing network (*) is none other than T-Mobile. Of course it was not always this way. With the on boarding of CEO John Legere in 2012, the then small telecommunications company, skyrocketed to 73 million customers(Feloni, 2016). In 1994 T-Mobile, with the name of VoiceStream Wireless PCS, was established by John Stanton. Seven years later it was purchased by Deutsche Telekom AG for a whopping $39 million and rebranded T-Mobile US the following year. In 2011 T-Mobile was in financial trouble and was looking to be purchased by AT&T. The deal was struck down by the US Department of Justice because it would lessen the competition in the market. In early 2012 John Legere became CEO and the rebranding started. T-Mobile then went on to acquire MetroPCS Communication in October 2012 to broaden their customer base and increase prepaid service revenue. John Legere then introduced contract-free pricing in 2013 which then forced the big guys (Verizon and AT&T) to follow suit. Due to their success, Sprint attempted to acquire the company in 2013 but abandoned the idea due to the fact that it was unlikely to be approved by the government (Maynes, 2017). In 2016 there were talks of T-Mobile purchasing Sprint. In November of 2017, after months of negotiations and

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