Comment on T-Mobile Quarter and Future | Jeff Kagan Tech Analyst

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Jeff Kagan

Tech Analyst

     

There were no surprises in T-Mobiles numbers today. The simple fact is if they continue on this same path they will fail. Period.

However they have outlined plans to transform themselves and be a player in the smart phone world. If they can do that successfully, it will play a crucial part in their recovery.

However success will take more than just updating their networks.

T-Mobile also must update their brand.

Today the T-Mobile brand is tired and looks backwards to a voice dominated world.

They must update and expand the brand and the messaging. They must have regular announcements and conference calls with the outside world so we can keep track of how they are growing and transforming.

Remember how AT&T updated their brand several years ago? It was all CAPS. Today it is at&t and looks forward to the direction the industry is heading in. Today they lead. Other companies like Qwest, a competitor, did not update their brand and their thinking. They failed and were recently acquired by CenturyLink. There are countless other examples as well.

So T-Mobile needs to come at this like its a brand new opportunity and grow it in brand new ways.

They have a two part mission. Update the network to handle the wireless data explosion. And update the brand and messaging to the customer and investor.

The marketplace is changing dramatically over just the last four years. Before that, voice ruled. More voice was used than data.

Then the super smart phone war broke out with Apple iPhone and Google Android and others.

Just a year or so ago wireless data and voice were a 50-50 split. Today it’s mostly wireless data.

And just a few short years from now wireless data should account for roughly 97% of traffic and voice only 3%.

In that world competitors, in order to succeed, must be wireless data winners.

That’s what T-Mobile needs to become. Can they do it? Can they quickly reinvent and update their brand and the meaning to the marketplace. Can they update their networks to keep up with the big competitors?

If they can, T-Mobile could become a successful company. If they cannot they will continue to shrink and eventually die.

T-Mobile’s future is in T-Mobiles hands.

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Please attribute to Jeff Kagan, Tech Analyst with www.jeffKAGAN.com

If you would like to discuss, call me at 770-579-5810 or send an email to jeff@JeffKAGAN.com

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Jeff KAGAN| Tech Analyst www.jeffKAGAN.com

Analyst sharing perspective on the changing industry for 25 years

~ Also Columnist, Author, Consultant, Speaker
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Phone 770-579-5810 Email jeff@jeffKAGAN.com

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