Prophet a Secret Ingredient in T-Mobile's Bold Un-carrier Campaigns

     Prophet a Secret Ingredient in T-Mobile's Bold Un-carrier Campaigns

PR Newswire

SAN FRANCISCO, July 10, 2013

SAN FRANCISCO, July 10, 2013 /PRNewswire/ --Prophet, a strategic brand and
marketing consultancy, revealed today that it has provided pivotal insight and
strategic counsel advising the bold "Un-carrier" moves announced by T-Mobile
US, Inc.

Prophet tapped its deep expertise in brand strategy and analytical chops to
supplement T-Mobile's own efforts aimed at addressing customer frustration
with the unnecessary cost and complexity of wireless.

T-Mobile shook up the industry in March when it unveiled several bold moves,
including tossing the requirement for customers to sign annual service
contracts, going to totally unlimited talk, text and Web and announcing an
aggressive device pricing strategy. It carried that effort forward today with
its boldest moves yet.

"As a challenger brand, T-Mobile has tremendous potential to redefine the
wireless category and do what the other carriers do not: put the customers'
needs ahead of business-as-usual," said Michael Dunn, chairman and CEO of
Prophet. "T-Mobile is charting a new course in wireless, with a disruptive,
customer-led growth strategy."

Prophet helped T-Mobile conduct extensive market research that identified ways
in which the brand could inspire, influence and compel consumers to act.
Prophet's research and counsel helped T-Mobile confirm a core tenet of its
Un-carrier campaign: consumers are generally fed up with what they saw as
wireless carrier apathy toward their needs. The resulting T-Mobile campaign
differentiated the company from its competitors by emphasizing simplicity,
fairness and value.

Prophet also helped T-Mobile carry its Un-carrier efforts forward through an
activation plan that included customer experience design and a development and
measurement system to track progress and inform performance targets.

Since the Un-carrier launch in March, T-Mobile has steadily brought this
strategy to life at every brand touchpoint. The comprehensive brand program
extends from positioning, messaging and communications to customer experience
and employee engagement.

"The Un-carrier vision is landing extremely well with customers, and Prophet
played an important role in making that happen," said Andrew Sherrard, senior
vice president of marketing at T-Mobile. "I really appreciate the focus,
leadership and strategic point of view that the Prophet team has provided over

About Prophet

Prophet is a strategic brand and marketing consultancy with offices around the
world. It helps companies win by delivering inspired and actionable ideas.
Prophet has worked with leading brands such as BMW, Cisco, GE, Johnson &
Johnson, McDonald's, and Zurich Financial on a broad scope of projects in its
areas of expertise: brand, marketing, innovation, design, digital and

Media contacts
Kathleen Hatfield +1 305 934 6696
Sally Hodge +1 773 325 9282

SOURCE Prophet

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