T-Mobile turned the wireless industry on its head when it began its “Un-carrier” initiatives a few years ago, and it instantly became the most important carrier in the United States. We’re not saying T-Mobile’s moves have all been made out of the kindness of its heart, of course, but the carrier made waves by addressing subscribers’ pain points and introducing initiatives that were actually consumer-friendly. In an industry that has long been known to milk customers at every opportunity, this was and continues to be a big deal.
Now, postpaid and prepaid carriers alike are in constant battle as they seek out new ways to undercut rivals and draw interest from consumers. Sometimes this competition leads to great new promotions. Sometimes, however, it leads to ideas that might end up doing more harm than good. More →