News by Andrew Kameka on Tuesday November 05, 2013.
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T-Mobile US had to employ unique tactics to compete with AT&T, Verizon, and Sprint, and the fourth-place carrier today announced that those tactics led to a net gain of 1 million customers last quarter. In the third quarter of 2013, T-Mobile added 648,000 postpaid net additions, and the rest of the 1 million customers came via prepaid customers and MVNO's operating on T-Mobile's network.
T-Mobile now has 45 million customers, up from 33.3 million it had at this same point last year. That's a significant turnaround from an era of T-Mobile reporting several sales periods of losing hundreds of thousands of customers. During this same period last year, T-Mobile lost 492,000 postpaid customers.
CEO John Legere credits the T-Mobile resurgence to its Un-carrier strategy and merging with MetroPCS. Introduce in March, the Un-carrier initiative has included new marketing campaigns, a push for 4G LTE, the end of device subsidies, and more frequent upgrades to encourage consumer adoption. Legere said:
"T-Mobile's Un-carrier approach is resonating with consumers...Part of our customer momentum comes from the MetroPCS acquisition. With MetroPCS we are making great progress, including the planned additional expansion of the MetroPCS brand into another 15 additional markets by November 21. Our momentum is great and we have confidence that we can continue to deliver sustainable and profitable growth."source: T-Mobile
Andrew is MobileBurn.com's managing editor. He is based in Miami, Florida.