Southeast University

An Assignment On
T-Mobile
(In partial fulfillment of the requirement of course No MGT: 4127HR
Strategy)

Submitted to:
Dr. Md. Abdul Hannan Mia
Professor Department of Management Information
Systems
Dhaka University.

Submitted By
Name
Md. Jahid Hasan Ranju

ID
2012010000335

Section: B, Program: BBA, SEU

Spring-2015

Date of submission: 21-04-2015

Table of Content
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Introduction

Topic

Page No

T-Mobile International AG was a German holding company for Deutsche Telekom AG's various
mobile communications subsidiaries outside Germany. Based in Bonn, Germany, its subsidiaries
operated GSM, UMTS and LTE-based cellular networks in Europe, the United States, Puerto
Rico, and the U.S. Virgin Islands. The company had financial stakes in mobile operators in both
Central and Eastern Europe.
The T-Mobile brand was present in 12 European countries Austria, Croatia, Czech Republic,
Germany (as Telekom), Hungary, Republic of Macedonia, Montenegro, the Netherlands, Poland,
Romania, Slovakia, and the United Kingdom, as well as the United States, Puerto Rico, and the
U.S. Virgin Islands.
Globally, T-Mobile International subsidiaries had a combined total of approximately 230 million
subscribers. T-Mobile International was the world's fifteenth-largest mobile-phone service
provider by subscribers and the fourth-largest multinational after the UK's Vodafone, India's
Airtel, and Spain's Telephonica.

History
Germany's first mobile-communications services were radiotelephone systems that were owned
and operated by the state postal monopoly, Deutsche Bundespost. It launched the analog firstgeneration C-Netz ("C Network", marketed as C-Tel), Germany's first true mobile phone
network in 1985.On July 1, 1989, West Germany reorganized Deutsche Bundespost and
consolidated telecommunications into a new unit, Deutsche Bundespost Telekom. On July 1,
1992, it began to operate Germany's first GSM network, along with the C-Netz, as its DeTeMobil
subsidiary. The GSM 900 MHz frequency band was referred to as the "D-Netz", and Telekom
named its service D1; the private consortium awarded the second license (now Vodafone
Germany) chose the name D2.
Deutsche Bundespost Telekom was renamed Deutsche Telekom in 1995, and began to be
privatized in 1996. That same year, DT began to brand its subsidiaries with the T- prefix,
renaming the DeTeMobil subsidiary T-Mobil. In 2002, as DT consolidated its international
operations; it anglicized the T-Mobil name to T-Mobile.
On April 1, 2010, the T-Home and T-Mobile German operations merged to form a new wholly
owned DT subsidiary, Telekom Deutschland GmbH. The T-Mobile brand was discontinued in
Germany and replaced with the Telekom brand. The T-Mobile brand is still used in markets
outside Germany. Non-German mobile-network assets are organized into various countryspecific subsidiaries under the T-Mobile International AG subsidiary of DT.

In 2010, T-Mobile UK became part of a joint venture with Telecoms UK mobile-network

provider, Orange (UK). Combined, the two companies make the UK's largest mobile-network
operator, called EE. Despite the joint venture, the T-Mobile and Orange brands continue to coexist in the UK market. In July 2014, Telekom group had bought the Romanian companies
Romtelecom and Cosmote, acquiring almost 40 percent of the country's shares.

Branches & T-Mobiles European ventures

Austria
Until 2000, T-Mobile was a shareholder of the former max.mobil. Network. In April 2001, it
acquired one hundred percent and subsequently introduced the T-Mobile brand in Austria by
rebranding max.mobil. In April 2002 as T-Mobile Austria.
In 2005, it acquired former competitor tele.ring from Western Wireless International. It is now
used as a discount brand. Tele.ring is an Austrian mobile network operator. Since it was bought
by T-Mobile in 2006, it is no longer a legally independent company. Tele.ring is administratively
independent and now acts primarily as a discount-offer, similar to Yesss and BoB of A1. In the
past, tele.ring was known for their aggressive price-politics.
Croatia
T-Mobile entered the Croatian market in October 1999 when DT initially acquired a thirty-five
percent interest in Hrvatski telekom, including its cell phone service provider Cronet. Two years
later, DT signed an agreement with the Croatian government to acquire the additional 16 percent
needed for a majority holding. In January 2003, Hrvatski Telekom assembled all of its mobile
activities under a single brand HTmobile. Finally, in October 2004, HTmobile became T-Mobile
Hrvatska, or T-Mobile Croatia, thus joining the global T-Mobile family also by name. Since
January 1, 2010, Hrvatski Telekom and T-Mobile Croatia merged into one company on the
Croatian market under the name Hrvatski Telekom (in English: Croatian Telecom); the T-Mobile
brand remained active in the mobile-business area and T-Com in the fixed-business area until
2013 when they were replaced by unified brand "Hrvatski Telekom".
Czech Republic
T-Mobile was previously known as Paegas in the Czech Republics-Mobile Czech Republic as.
has been operating in the Czech market since 1996. As of May 30, 2008, 5.4 million customers
were using T-Mobile services-Mobile Czech Republic as. Operates a public mobile
communications network on the GSM standard in the 900 and 1800 MHz bands and is also
authorized to operate a UMTS network. On October 19, 2005, T-Mobile was the first operator in
the Czech Republic to launch this third-generation technology under the name Internet 4G.

Germany
Germany's initial mobile communications services were radiotelephone systems that were owned
and operated by the state postal monopoly, Deutsche Bundespost. These early mobile
communications networks were referred to as the "A" and "B" networks.
Deutsche Bundespost Telekom built Germany's first cellular mobile network, an analog, firstgeneration system referred to as the "C" network or C-Netz. The network became operational in
1985 and services were marketed under the C-Tel brand. Following German reunification in
1990, the "C" network was extended to the former East Germany.
On July 1, 1992, Deutsche Bundespost Telekom's DeTeMobil subsidiary began operating
Germany's first GSM 900 MHz frequency cellular network, which the organization referred to as
D-Netz. Digital GSM services were marketed under the "D1" brand and DeTeMobil continued to
sell analog cellular services concurrently under the existing C-Tel brand. In 1994, DeTeMobil
introduced short message service (SMS) services.
In 1996, DT began to brand its subsidiaries with the T- prefix, renaming the DeTeMobil
subsidiary T-Mobil and rebranding the GSM cellular network T-D1. C-Netz was renamed to TC-Tel. The T-C-Tel / C-Netz services were fully discontinued in 2000.
D1 introduced prepaid service called extra in 1997.
Despite the numerous changes in subsidiary names and brands, Germans sometimes continue to
use the T-D1 name within Germany and refer to T-Mobile as D1. On April 1, 2010, after the THome and T-Mobile German operations merged to form Telekom Deutschland GmbH, a
wholly owned DT subsidiary; the T-Mobile brand was discontinued in Germany and replaced
with the Telekom brand.
In T-Mobile's home market of Germany, it is the largest mobile-phone operator with almost 38
million subscribers. (As of December 2013) and provides up to LTE-Cat4 with 300 Mbit/s.
Hungary
On May 1, 2004, the same day as Hungary joined the European Union, the former company,
named Wesel (which was owned entirely by the former Matv) changed its name, and the entire
marketing. Westel was the most popular cellphone network in Hungary at the time. The company
was called T-Mobile Hungary, but after some financial decisions, as with the other T- companies,
it formed to Magyar Telekom Nyrt. Mobil Szolgltatsok zletg (Hungarian Telekom, Mobile
Services Business Unit), but they still say T-Mobile. T-Mobile also provides high-speed services,
like EDGE, 3G, and HSDPA in Hungary's major cities. Since January 2012 the company
provides LTE on the 1.8 GHz frequency.

Macedonia
Main article: T-Mobile Macedonia
In Republic of Macedonia, T-Mobile was previously known as Mobimak. The company has been
operating in the Macedonian market since 1996. On September 7, 2006, Mobimak accepted the
international T-Mobile branding. By June 2007, T-Mobile reached one million subscribers, out of
which 85 percent were active and using their services. T-Mobile MK covers 98 percent of the
population. It has a GSM 900 license, offers GPRS, MMS and mobile internet services using TMobile Hotspots and has implemented the EDGE fast mobile internet specification. T-Mobile
Macedonia applied for a UMTS license on August 1, 2007. The codes are 070/071/072.
Montenegro
The T-Mobile brand entered the Montenegrin market in 2006 through the acquisition of MoNet
GSM mobile provider. T-Mobile Montenegro (T-Mobile Crna Gora) is fully owned by TCrnogorski Telekom, which is itself owned by Magyar Telekom, a DT subsidiary. Although the
acquisition by Magyar Telekom was done in 2005, it was not until September 26, 2006, that the
MoNet GSM operator was re-branded as T-Mobile Montenegro. MoNet GSM launched on July
1, 2000, as part of Telecom Montenegro. It became an independent incorporated limited-liability
company a month later, on August 1, 2000. The company currently holds around 34 percent of
the Montenegrin market and uses GSM 900, GPRS, and EDGE technologies. Since June 21,
2007, 3G/UMTS services have been available in larger cities as well as on the coast.
Netherlands
T-Mobile (Deutsche Telekom) entered the Dutch market by the acquisition of Ben on September
20, 2002. In 2007, T-Mobile Netherlands, a wholly owned subsidiary of T-Mobile International,
acquired Orange Netherlands from France Tlcom for EUR 1.33 billion. This makes it the third
largest mobile telephone operator in the country behind KPN and Vodafone.
Capacity problems
T-Mobile announced in May 2010 that it was dealing with major capacity problems on its 3G
network. T-Mobile admitted the problems after much pressure from customers and the Dutch
media. T-Mobile could not keep up with the growing data demand from smartphones, caused by
the number of new customers who wanted an iPhone: T-Mobile in the Netherlands failed to keep
up with the demand, and capacity problems on the network were the result. T-Mobile denied the
problems at first by telling complaining customers that their mobile phone or SIM-card was
causing the problem. The capacity problems occurred mostly in cities and densely populated
areas. When affected, people could experience problems with calling or receiving calls, text
messaging (SMS), or data services. A substantial number of customers were not able to use any
of these services in cities or urban areas when the network capacity was overloaded, for instance
the cities of Amsterdam and Utrecht were heavily impacted. After being put under pressure by
several consumer interest groups and the Dutch media, T-Mobile started a cash-back settlement

for all consumers who had complained about failing communication services-Mobile invested
tens of millions of Euros to upgrade its network. The upgrade was to have been completed by the
end of first quarter of 2011.

Poland
T-Mobile (Poland) serves over thirteen million customers, and owns licenses for 900, 1800, and
2100 MHz bands which are used for GSM, WCDMA and LTE. Formerly Era, rebranding took
place on June 5, 2011. T-Mobile Poland with Orange Polska have consolidated their
infrastructure and used this opportunity to roll out 3G coverage using 900 MHz band.
Slovakia
The T-Mobile brand entered the Slovak market in May 2005, after rebranding the EuroTel
network from Europe Bratislava to T-Mobile Slovensko nowadays Telekom. The company
Eurotel Bratislava was partially owned by Slovak Telekom, an incumbent fixed-line operator,
which later acquired a one hundred percent stake in Eurotel Bratislava. T-Mobile International
and DT never owned T-Mobile Slovensko directly; DT is partially owner of Slovak Telekom and
thus T-Mobile International has procurement managing function within T-Mobile Slovensko. On
July 1, 2010, Slovak Telekom and T-Mobile Slovensko merged into one company on the Slovak
market under the name Telekom; T-Mobile brand no more remains active in the mobile-business
area, as well as the T-Com in the fixed-business area.
The Telekom network provides services on three networks GSM (900/1800 MHz), UMTS
(2100 MHz), Flash OFDM (450 MHz). Mobile data services are provided on 4G, 3G, GSM
network with EDGE extension and on UMTS with DC-HSPA+ 42 Mbit/sand HSUPA 5,8 Mbit/s.
Flash OFDM is one of two commercially successfully launched solely data networks in the
world. It supports upload speed up to 5.8 Mbit/s.
United Kingdom

T-Mobile at Hatfield Business Park

T-Mobile and Orange shops in Leeds

T-Mobile UK started life as Mercury One2One, the world's first GSM 1800 mobile network. It
was originally operated by the now-defunct Mercury Communications. Later known simply as
One 2 One, it was purchased by DT in 1999 and rebranded as T-Mobile in 2002.
T-Mobile offers both pay-as-you-go and pay-monthly contract phones. The pay-monthly
contracts consist of set amounts of minutes and "flexible boosters", which allow the customer to
change them month to month depending on their needs. T-Mobile launched their 3G UMTS
services in the autumn of 2003.In late 2007, it was confirmed that a merger of the high-speed 3G
and HSDPA networks operated by T-Mobile UK and 3 (UK) was to take place starting January
2008. This left T-Mobile and 3 with the largest HSDPA mobile phone network in the country.In
2009, Telecoms Orange and DT, T-Mobile's parent, announced they were in advanced talks to
merge their UK operations to create the largest mobile operator. In March 2010, the European
Commission approved this merger on the condition that the combined company sells 25% of the
spectrum it owns on the 1800 MHz radio band and amends a network sharing agreement with
smaller rival 3. The merger was completed the following month, the new company's name later
being announced as EE. Orange and T-Mobile will continue as separate brands in the market for
at least eighteen months,[25] both run by the new parent company. T-Mobile UK's network is also
used as the backbone network behind the Virgin Mobile virtual network.

Directors of T-Mobile
Timotheus Hottges
Timotheus Httges has served as a director of our Company and Chairman of the Board since
April 30, 2013, and is a member and chair of the Executive Committee of our Board of
Directors. Since January 2014, Mr. Httges has served as Chief Executive Officer of Deutsche
Telekom, our majority stockholder and a leading integrated telecommunications company. From
March 2009 to December 2013, he served as Deutsche Telekoms Chief Financial Officer (CFO)
and a member of the Board of Management.

John J. Legere
John J. Legere has served as a director of our Company since April 30, 2013 and is a member of
the Executive Committee of our Board of Directors. Mr. Legere joined T-Mobile USA in
September 2012 as President and Chief Executive Officer and became our President and Chief
Executive Officer on April 30, 2013 upon the consummation of the Business Combination. Mr.
Legere has over 32 years experience in the U.S. and global telecommunications and technology
industries. Prior to joining T-Mobile USA, Mr. Legere served as Chief Executive Officer of
Global Crossing Limited, a telecommunications company, from October 2001 to October 2011.
W. Michael Barnes
W. Michael Barnes has served as a director of our Company since May 2004 and is a member of
the Audit Committee and Compensation Committee of the Board of Directors. Until the Business
Combination was consummated on April 30, 2013, Mr. Barnes served as the chair of the Audit
Committee of the legacy MetroPCS Board and also served on the Compensation Committee. Mr.
Barnes held several positions at Rockwell International Corporation, a multi-industry company
in high technology businesses including aerospace, commercial and defense electronics,
telecommunication equipment, industrial automation systems and semiconductor products
manufacturing, between 1968 and 2001.
Thomas Dannenfeldt
Thomas Dannenfeldt has served as a director of our Company since November 15, 2013, and is a
member of the Compensation Committee and Executive Committee of our Board of Directors.
Mr. Dannenfeldt has served as the Chief Financial Officer of Deutsche Telekom, our majority
stockholder and a leading integrated telecommunications company, since January 2014. He was
Finance Director of Telekom Deutschland from April 2010 to December 2013. From July 2009
to April 2010, he was the Coif T-Mobile Deutschland. From January 2010 to April 2010 he was
also responsible for the fixed line part of Deutsche Telekom as a member of the T-Home Board
of Management.

Srikant M. Datar
Srikant M. Datar has served as a director of our Company since April 30, 2013 and is a member
and chair of the Audit Committee of our Board of Directors. Mr. Datar is the Arthur Lowes
Dickinson Professor at the Graduate School of Business Administration at Harvard University.
Mr. Datar is a Chartered Accountant and planner in industry, and has been a professor of
accounting and business administration at Harvard since July 1996, and he previously served as a

professor at Stanford University and Carnegie Mellon University. Mr. Datar currently serves on
the board of directors of Novartis AG, where he is also the Chairman of the Audit and
Compliance Committee, and a member of the Chairmans Committee, the Risk Committee and
the Compensation Committee. Mr. Datar is also a member of the boards of directors of ICF
International Inc.
Lawrence H. Guffey
Lawrence H. Guffey has served as a director of our Company since April 30, 2013, and is a
member of the Compensation Committee, Executive Committee and Nominating and Corporate
Governance Committee of our Board of Directors. Since September of 1991, Mr. Guffey has
been with The Blackstone Group, presently serving as Senior Managing Director, Private Equity
Group. The Blackstone Group is an asset management and financial services company. Mr.
Guffey has led many of The Blackstone Groups media and communications investment
activities and manages Blackstone Communications Advisors. Mr. Guffey was a member of the
Supervisory Board at Deutsche Telekom, our majority stockholder, from June 2006 until October
2013.
Bruno Jacobfeuerborn
Bruno Jacobfeuerborn has served as a director of our Company since June 5, 2014 and is a
member Executive Committee. He has served as Director of Technology Telekom Deutschland
since April 2010. In addition, he has been the Chief Technology Officer (CTO) of Deutsche
Telekom, our majority stockholder and a leading integrated telecommunications company, since
February 2012. Previously, Mr. Jacobfeuerborn was Director of Technology of T-Mobile
Deutschland and T-Home in Germany.

Vision Statement of T-Mobile

T-Mobile dedicated to satisfy your needs and wishes. Therefore they are offering a wide range of
innovative, but easy to use products and services. Everywhere in the world our customers can
count on the delivery of our three corporate values reliability, simplicity and inspiration.
Reliability - T-Mobile is an operator you can trust
you want an operator that you can trust and that provides you secure and reliably service no

matter where you are. We are constantly investing to provide you innovative and high-quality
services that will justify your trust.
Simplicity - You want to communicate easily and simply
why should things be complicated when they can be simple? T-Mobile offers you services and
technologies that are intuitive, clear and easy to use and which dont need additional
explanations, but are self explanatory.
Inspiration - Discover life every day
Creating innovative services that will fulfill your dynamic day is our primarily goal. We are
dedicated to creating services that will inspire you and surprise you by offering you new benefits
and new possibilities for communication.
Besides the care for our customers, our goal is to continue to be an active part of the Macedonian
society. Therefore through numerous initiatives and through the Foundation "T-Mobile for
Macedonia", we are dedicated to actively contributing to further improvement of all the areas
important for our society.

T-Mobile's "Mission Statement"

Unlike most companies, T-mobile USA does not present their "mission statement" in a very
formal, business way to their customers. No special "mission statement" link, no "Our Mission
Statement" heading, nor is it set apart from the rest of the history of the company. Instead, they
present their "mission statement" in a very informal, customer-friendly manner, stating how the
reason why they ARE in business is FOR the customer:
"The value of our plans, the breadth of our coverage, the reliability of our network, and the
quality of our service are meant to do one thing: help you stick together with the people who
make your life come alive. Thats why were here." - T-Mobile USA.
T-mobile USA makes providing services, plans, and a reliable network to their customers,
increasing their customers' connectivity in a relatively disconnected world, their "mission
statement."

Products & services of T-Mobile

T-Mobile US, Inc. is a wireless network operator in the United States and an operating entity of
the German telecommunications company Deutsche Telekom (DT). Its headquarters are located
in Bellevue, Washington.
T-Mobile US provides wireless voice, messaging, and data services in the United States, Puerto
Rico and the U.S. Virgin Islands under the T-Mobile, MetroPCS and Go Smart Mobile brands.
The company operates the third largest wireless network in the U.S. market (not counting Sprint
Corporation's inactive MVNO accounts) with over 55 million customers and annual revenues of
$29.56 billion.[2] Its nationwide network reaches 96 percent of Americans, through its EDGE
2G/HSPA 3G/HSPA+ 4G/4G LTE networks (see section: Radio frequency spectrum chart). As of
2011, J. D. Power and Associates, a global marketing-information-services firm, ranked the
company highest among major wireless carriers for retail-store satisfaction four years
consecutively and highest for wireless customer care two years consecutively. The company
traces its roots to the 1994 establishment of Voice Stream Wireless PCS, originally a subsidiary
of Western Wireless Corporation. Western Wireless spun off Voice Stream Wireless to
shareholders in 1999, creating a public independent company, Voice Stream Wireless
Corporation. In July 2002, Voice Stream Wireless Corporation was renamed T-Mobile USA.

After a failed attempt by AT&T in 2011 to purchase the company in a $39 billion stock and cash
offer (which was withdrawn after being faced with significant regulatory and legal hurdles, along
with heavy resistance from the U.S. government), T-Mobile USA announced its intent to merge
with MetroPCS, the sixth largest carrier in the United States, to improve its competitiveness with
other national carriers; the deal was approved by the Department of Justice and Federal
Communications Commission in March 2013. On May 1, 2013, the combined company,
renamed T-Mobile US, Inc., began trading as a public company on the New York Stock
Exchange, under the symbol TMUS.
Voice Stream Wireless
Voice Stream Wireless PCS was established in 1994 as a subsidiary of Western Wireless
Corporation to provide digital wireless personal communications services (PCS) in 19 FCCdefined metropolitan service areas in several western and southwestern states. Voice Stream
Wireless' digital, urban service areas complemented the analog, rural service areas marketed by
Western Wireless under the Cellular One brand.
Western Wireless spun off its Voice Stream Wireless division into a new company called Voice
Stream Wireless Corporation in May 1999. Voice Stream Wireless completed mergers with Omni
Point Corporation in February, 2000 and Aerial Communications Inc. in May 2000.

Omni point and Aerial acquisitions

In 2000, Voice Stream Wireless acquired two regional GSM carriers. Omni point Corporation, a
regional network operator in the Northeastern U.S., was acquired on February 25, 2000. Aerial
Communications Inc.; a regional network operator in the Columbus, Houston, Kansas City,
Minneapolis-St. Paul, Pittsburgh and Tampa-St. Petersburg-Orlando markets; was acquired on
May 4, 2000. The combined company retired the Omni point and Aerial brands and completed
integrating the three companies by converting to a single customer billing platform,
implementing standard business practices and launching the Voice Stream brand and "GET
MORE" marketing strategy in all markets.
Deutsche Telekom acquires Voice Stream and Powertel

Transitional logo used by Voice Stream prior to the 2002 re-branding to T-Mobile.
On June 1, 2001, Deutsche Telekom (DT) completed the acquisition of Voice Stream Wireless
Inc. for $35 billion and Southern U.S. regional GSM network operator Powertel, Inc. for $24
billion. By the end of 2001, Voice Stream Wireless had 19,000 employees serving 7 million
subscribers.
In July 2002, Voice Stream Wireless Inc. took the name, T-Mobile USA, Inc. and began rolling
out the T-Mobile brand, starting with locations in California and Nevada. T-Mobile USA, Inc. is
the U.S. operating entity of T-Mobile International AG, the mobile communications subsidiary of
Deutsche Telekom AG.
SunCom acquisition
On September 17, 2007, the company announced the acquisition of SunCom Wireless Holdings,
Inc. for $2.4 billion; the acquisition closed on February 22, 2008. By September 8, 2008,
SunCom's operations were integrated with those of the company. The acquisition added
SunCom's 1.1 million customers to the company's customer base and expanded the company's
network coverage to include southern Virginia, North Carolina, South Carolina, eastern
Tennessee, northeastern Georgia, Puerto Rico and the U.S. Virgin Islands.
Attempted acquisition by AT&T
On March 20, 2011, DT accepted a $39 billion stock and cash purchase offer from AT&T for the
company. The acquisition was subject to regulatory approvals, a reverse breakup fee in certain
circumstances, and customary regulatory and closing conditions.

According to an industry analyst, after the introduction of the iPhone in 2007, T-Mobile began to
lose contract customers, who dropped to 78 percent of subscribers in 2010, compared to 85
percent in 2006. Its high churn rate of 3.2 percent, compared to 1.2 percent at Verizon Wireless
and AT&T Mobility, and the drop in contract customers made necessary investments in network
upgrades and additional spectrum too risky, reinforcing DT's decision to sell.
Randall Stephenson, the chairman and chief executive officer of AT&T, expressed his confidence
in the deal being approved based on the benefit to the public of expanding wireless access and
relatively robust competition in the wireless market. The Alliance for Digital Equality, the
Hispanic Federation, the National Black Chamber of Commerce and California Democratic
representatives Loretta Sanchez and Joe Baca all supported the deal. Consumer groups Public
Knowledge, Media Access Project, Consumers Union and the Computer & Communication
Industry Association opposed the deal. Opposition groups stated numerous concerns with
industry consolidation resulting in a reduction in competition and job losses.
If the merger had been completed, AT&T Mobility would have had a customer base of
approximately 130 million users, making it the largest wireless carrier in the U.S.
On August 31, 2011, the United States Department of Justice sued to block AT&T's merger with
T-Mobile on the grounds that it would "substantially lessen competition" in the wireless market.
Further reports indicated that the FCC would likely oppose the merger.
On December 19, 2011, in the face of this heavy resistance from the U.S. government, AT&T
CEO Randall Stephenson announced that the company had officially withdrawn its $39 billion
bid. In an official statement, Stephenson addressed the continuing spectrum shortage (due to a
significant increase in wireless demand), hinting that the company will continue to seek other
options to solve the shortage in the short term.
Job cuts
On May 16, 2012, T-Mobile USA announced that it was cutting 900 jobs in an effort to preserve
cash for further investment into its mobile network. This is in addition to the 1900 job cuts that
were announced March 18, 2012, which included the shutdown of several call centers.
Merger with MetroPCS Communications
On October 3, 2012, MetroPCS Communications reached an agreement to merge with T-Mobile
USA. MetroPCS shareholders would hold a 26% stake in the merged company, which retained
the T-Mobile brand. While the merged company was still the fourth largest carrier in the United
States (at the time), the acquisition gave T-Mobile access to more spectrum and financial
resources to maintain competitiveness and expand its LTE network. The merger between TMobile USA Inc. and MetroPCS was officially approved by MetroPCS shareholders on April 24,
2013. The deal was structured as a reverse takeover; the combined company went public on the

New York Stock Exchange as TMUS and became known as T-Mobile US Inc. on May 1, 2013.
The merger agreement gave Deutsche Telekom the option to sell its 72% stake in the merged
company, valued at around $14.2 billion, to a third-party before the end of the 18-month lock-up
period.
Additional wireless spectrum acquisition
On June 28, 2013, T-Mobile agreed to buy wireless spectrum for the Mississippi Valley region
from the firm U.S. Cellular for around $308 million, allowing the company to expand its 4G
network across a further 29 markets.
On January 6, 2014, T-Mobile signed agreements with Verizon Wireless to purchase some
700 MHz A-Block spectrum licenses for $2.365 billion. Further, a transfer of some AWS and
PCS spectrum licenses with a value of $950 million has been agreed upon by T-Mobile and
Verizon. The acquisition reportedly will give T-Mobile additional coverage for approximately
158 million people in 9 of the top 10 and 21 of the top 30 US markets.
Attempted acquisition by Sprint
In December 2013, multiple reports indicated that Sprint Corporation and its parent company
Softbank were working towards a deal to acquire a majority stake in T-Mobile for at least US$20
billion. The proposed merger, which would result in the country's major national carriers being
controlled by only three companies, would further bolster T-Mobile's position in the overall
market. Members of the government were skeptical that such an acquisition would be approved
by regulators, citing antitrust concerns and an explicit goal by FCC chairman Tom Wheeler to
maintain four national carriers in the United States. On April 30, 2014, Bloomberg reported that
Sprint was in talks with its lenders to ensure that the company would be financially prepared for
the bid, now valued at $24 billion and planned for "summer 2014". It was also reported that due
to his success within the company, current T-Mobile CEO John Legere was the top contender to
be named CEO of a merged Sprint/T-Mobile, and that Sprint had insisted on a low termination
fee to prevent regulators from being given an incentive to block the deal, as had occurred with
AT&T's failed attempt to purchase T-Mobile.
On August 1, 2014, Neils Iliad SA publicly announced a US$16 billion all-cash counter-bid to
acquire a 56% stake in T-Mobile US, which would be funded using equity and debt. Iliad is the
parent company of French carrier Free Mobile, which hadsimilarly to T-Mobile, performed
disruptive business moves to undercut its competitors, triggering a "price war" among them upon
its launch in 2012. Credit Suisse analysts felt that the bid would not be "attractive" to the
company's current shareholders due to its lower value in comparison to Sprint's bid, but could
"put pressure on Sprint to move sooner rather [than] later.

On August 4, 2014, Bloomberg reported that Sprint had abandoned its bid to acquire T-Mobile,
considering the unlikelihood that such a deal would be approved by the U.S. government and its
regulators.
Wireless networks
The company owns licenses to operate a 1900 MHz GSM PCS digital cellular network and a
1700 MHz UMTS AWS digital cellular network that cover areas of the continental U.S., Alaska,
Hawaii, Puerto Rico and the U.S. Virgin Islands. It provides coverage in areas where it does not
own radio frequency spectrum licenses via roaming agreements with other operators of
compatible networks.
Cellular network
The company's predecessor, Voice Stream Wireless, began building a regional, 2G, 1900 MHz
GSM, circuit switched, digital cellular network in 1994 and first offered service in 1996 in
Honolulu, Hawaii, and Salt Lake City, Utah. From that starting point, the network has expanded
in size through acquisitions of other cellular-network operators and additional spectrum
purchases. The network has expanded in capabilities through the introduction of new
technologies. Voice Stream upgraded the 1900 MHz network to include packet switching via
General Packet Radio Service (GPRS), and then increased packet switched data transmission
speeds via Enhanced Data Rates for GSM Evolution (EDGE). In 2006, the company spent $4.2
billion to purchase 120 D, E or F block 1700 MHz AWS licenses and began rolling out 3G
UMTS services in those frequency bands. Most recently, the company has been upgrading
network equipment and back-haul capabilities to enable first HSPA (High Speed Packet Access),
then HSPA+ (Evolved HSPA) services in the AWS bands. It is marketing its HSPA+ services as
4G.

T-Mobile US headquarters in Bellevue, WA

As of 2010, the company's network reached over 293 million potential subscribers. (96% of the
US.)

Packet-switched data upgrade

Packet-switched data service first became available to users in the form of General Packet Radio
Service (GPRS). Packet-switched data speeds increased when Enhanced Data Rates for GSM
Evolution (EDGE) was incorporated into the network. EDGE coverage was available within at
least forty percent of the GSM footprint.
Both voice capacity and packet-switched data speeds improved when 3G Universal Mobile
Telecommunications System (UMTS) equipment was installed in the network. On January 5,
2010, the company announced that it has upgraded its entire 3G network to HSPA 7.2 Mbit/s, an
improvement from its previous peak of 3.6 Mbit/s. It also said that it plans to be the first U.S.
carrier to deploy HSPA+ across its network by mid-2010. The company has finished HSPA+
trials in Philadelphia, Pennsylvania, and has begun deploying HSPA+ across its network.
3G upgrade
In September 2006, the Federal Communications Commission (FCC) auctioned licenses in the
first Advanced Wireless Services band. This band was an area of wireless spectrum, half in the
1700 MHz (1.7 GHz) and half in the 2100 MHz (2.1 GHz) frequencies that was already in use by
government services. The spectrum was planned to become available after the government users
migrated to different frequencies.
The auction made numerous licenses available in overlapping market-areas, economic-areas, and
regional levels. Each license was individually bid upon, and T-Mobile USA was the winner in
120 license auctions, at an aggregate price of $4.18 billion. As part of its winnings, T-Mobile
USA gained nationwide coverage of 1.7 GHz and 2.1 GHz, with numerous areas being
supplemented with additional licenses. Examples include New York City, Chicago, and Boston
where T-Mobile USA acquired one-third (33 percent) of the available spectrum, or San
Francisco, Houston, and Miami where they acquired 45 percent of the available spectrum.
October 6, 2006, two weeks after confirming its winning bids, the company announced its
intentions to create a UMTS third-generation, or 3G, cellular network with the spectrum it had
won. It said it would utilize and build on the experience of T-Mobile International's European
subsidiaries, which already implemented 3G networks. At the time of initial roll-out, the
company intended to offer 7.2 Mbit/s service, making the company's 3G network the fastest in
the U.S. The upgrade was forecast to cost $2.6 billion, in addition to the $4.12 billion spent to
acquire the spectrum licenses.
In the same announcement, the company indicated it had already begun to deploy about half of
the upgraded equipment, beginning in major markets such as New York City. With the equipment
in place, it would be able to activate its network as soon as the government agencies vacated the
spectrum. The company had hoped to have its network activated by mid-2007, but as of
September 2007, the government users had not vacated the AWS band.

The company began selling its first 3G-capable phone, the Nokia 6263, in November 2007 and
announced in February 2008 that its 3G network would finally be activated "within the next few
months" and released in the New York City market on May 1, 2008.
To date, the company has launched its 3G network in most of its top markets. They plan to
launch in additional markets as they are tuned for optimal performance, and in conjunction with
marketing programs for new services and handsets. In 2009, the company upgraded more than
200 markets, covering some 208 million points of presence (POPS).
HSPA/HSPA+ "4G" upgrade
The company has begun rolling out its HSPA+ capabilities throughout its cellular network,
planning to complete an upgrade of the entire network by the end of 2010, covering 185 million
potential subscribers. On September 2, 2009, Nokia launched the N900, which was the first
device to support the upgraded HSPA+ network.
On June 28, 2010, the company announced that it will begin to upgrade the network from
HSPA+ 21 to HSPA+ 42 beginning sometime in 2011. T-Mobile is marketing its HSPA+ services
as 4G.
4G LTE upgrade
On February 23, 2012, during the Q4 Earnings Call, T-Mobile laid out the future of their 4G
upgrade path. They will roll out the LTE network on the AWS spectrum, and transition their
HSPA+ network to the PCS band. To achieve compatibility with other networks and phones in
the USA, T-Mobile began this transition in March 2013, and the rollout of LTE is currently
underway as T-Mobile expands to more markets. Due to the failed acquisition of T-Mobile USA
by AT&T, T-Mobile USA received additional UMTS frequency band IV (AWS) spectrum. On
March 26, 2013, T-Mobile began rolling out LTE in 7 markets: Baltimore, San Jose, Washington,
D.C., Phoenix, Las Vegas, Kansas City, Houston.[64] T-Mobile is continuing to push forward its
HSPA+ 42 network as well, alongside implementing LTE into its nationwide network.
On August 21, 2012, the FCC approved a deal between T-Mobile and Verizon in which T-Mobile
gains additional AWS spectrum licenses in 125 Cellular Market Areas.
On February 25, 2014, T-Mobile announced in their Q4 2013 earnings call that their 4G LTE
network covers 209 million people in 273 metro areas. They also plan to start rolling out their
700 MHz A-Block spectrum by the end of 2014, which by the end of the roll out will cover 158
million people. This spectrum will lead to improved LTE coverage overall in these areas,
particularly indoors.

On March 13, 2014, T-Mobile announced a new plan to upgrade its entire 2G/EDGE network to
4G LTE. They expect 50% to be done by the end of 2014, and it to be "substantially complete"
by the middle of 2015.
On December 16, 2014, T-Mobile announced during CEO John Legere's Un-carrier 8.0 interview
that their 4G LTE network covers 260 million people, and their 700 MHz Band 12 LTE has been
rolled out in Cleveland, Colorado Springs, Minneapolis, Washington, D.C. They expect to cover
280 million with LTE by mid-2015 and 300 million by the end of 2015. They also stated that
they cover 121 metro areas with their Wideband LTE.
Roaming
T-Mobile has roaming arrangements with a number of regional mobile network operators,
including Centennial Wireless (a subsidiary of AT&T Mobility), Dobson Cellular (a subsidiary of
AT&T Mobility), and Rural Cellular Corporation (a subsidiary of Verizon Wireless) and with the
national mobile network operators AT&T Mobility and the former Alltel Corporation (a
subsidiary of Verizon Wireless) GSM network. These carriers predominately provided service
using the GSM 850 MHz band, and a dual-band phone is required to use both the native and
affiliate networks. When roaming on these affiliated networks, airtime is deducted from the
user's plan, effectively expanding T-Mobile US's nationwide coverage.
As of 2008, prepaid customers have almost all of the postpaid domestic roaming privileges and
restricted international roaming to Canada and Mexico.
On June 29, 2010, the company launched voice service in the Gulf of Mexico on GSM via
roaming agreement through Broad point. T-Mobile USA was scheduled to launch data service in
fall 2010.
In 2009, T-Mobile USA began removing AT&T Mobility roaming coverage in many locations
across the country, and updated its on-line coverage maps to reflect the smaller coverage area.
AT&T Mobility roaming remains available in select locations, primarily on smaller carriers that
were acquired by AT&T Mobility after long term roaming contracts were in place between TMobile and the smaller carriers, including Centennial Wireless and Edge Wireless.
On October 9, 2013, T-Mobile announced Simple Global, a service included with eligible Simple
Choice plans. This service allows one to roam in over 100 countries with unlimited text and
speed-limited data, and make calls at $0.20/minute. High-speed data passes will be available for
purchase. On March 7, 2014, T-Mobile announced this number will be increasing to 122
countries. If one is connected to Wi-Fi in one of these countries, and their phone supports Wi-Fi
calling, all calls to and from the USA are free, and texting works the same it would on cellular.

T-Mobile Hotspots
T-Mobile has used the term "Hotspot" to represent various products and technologies.
Wi-Fi network (public)
The company operates a nationwide Wi-Fi Internet access network under the T-Mobile Hotspots
brand. The T-Mobile Hotspots network consists of thousands of Wi-Fi access points installed in
businesses, hotels and airports throughout the U.S.
The T-Mobile Hotspots service offers access to a nationwide network of approximately 8,350
access points, installed in venues such as Starbucks coffeehouses, FedEx Office Office and Print
Centers, Hyatt hotels and resorts, Red Roof Inns, Sofitel hotels, Novotel hotels, the airline clubs
of American Airlines, Delta Air Lines, United Airlines and US Airways, and airports.
The T-Mobile Hotspots network can be traced to the company's 2002 purchase of bankrupt
wireless ISP Mobile Star, which began building its network in 1998. After completing the
purchase, the company expanded the network into 400 Borders bookstores, as well as 100 of the
most-frequented airport clubs and lounges operated by American Airlines, Delta Air Lines, and
United Airlines. Wi-Fi network (private)
T-Mobile has also used the term to describe Wi-Fi Access Points that it sold to end users to
expand their cell phone network to phones equipped to also receive Wi-Fi using a VOIP-like
technology. (The models included at least two by Linksys: the WRTU54G-TM and the
WRT54G-TM and one by D-Link: the TM-G5240.

T-Mobile products and services

The "Un-carrier"
In March 2013, T-Mobile introduced a new streamlined plan structure for new customers as part
of an initiative called Un-carrier, which drops contracts, subsidized phones, overage fees for
data, and early termination fees.
Simple Choice (Un-carrier 1.0)
The contract-free Simple Choice Plan offers unlimited calling and text messaging and 500MB of
unthrottled data monthly for a base price of $50. The data can be upgraded to 2.5 GB or
unlimited for an extra monthly fee. In March 2014, these amounts were changed to 1 GB free or
3 GB, 5 GB or unlimited upgrade, for the same $50 per month. Under the arrangement,
customers pay a portion of their device's price up-front, and pay off the remainder through
monthly payments for two years. The cost of that monthly payment depends on the device. The
customer fully owns the phone and no longer makes any future payments once they have
completed paying off their phone. A second line costs $30 extra, while any additional line
beyond this costs $10 extra (before extra data) Family plans begin at $80.There is also a prepaid

plan that gives 100 minutes of calling, unlimited text, and 5GB of data up to 4G (HSPA+ and/or
LTE) speeds for $30 a month.
JUMP! (Un-carrier 2.0)
On July 10, 2013, T-Mobile introduced Jump as their second phase of the "Un-carrier", a new
add-on for its monthly plans which allows customers to upgrade their phone up to two times per
year, by trading in their phone to purchase a new one at the same price as a new customer. TMobile users with Jump! as of Feb 14th are no longer required to wait 6 months for first upgrade.
AT&T and Verizon require that customers wait 2 years before they can upgrade their phone.
Simple Global (Un-carrier 3.0)
On October 9, 2013, T-Mobile introduced their third phase of the "Un-carrier", which was the
introduction of basically free international roaming. See section Roaming for more information.
On October 23, 2013, T-Mobile announced a Un-carried 3.5 promo offer, which gave customers
200MB of free data for their tablets. They also announced $0 down for most tablets, including
the newly to them arrived iPads.
Early Termination Fees Payoff (Un-carrier 4.0)
On January 8, 2014, T-Mobile announced its Un-carrier 4.0, which gave customers the chance to
"Get out Of Jail Free". T-Mobile is offering to pay ETFs, up to $375 per line, when one trades in
current devices.
On April 9, 2014, T-Mobile released their first of three parts to their "Un-carrier 4.5" initiative.
This was a new, low-cost called "Simple Starter". Like "Simple Starter", it includes unlimited
talk and text. The main difference is that "Simple Starter" only included 500 MB of data, after
which Internet access was disabled until the next billing cycle or until more access, was
purchased. Other "Simple Choice" features, such as Simple Global and Music Unleashed, are
unavailable on "Simple Starter. This plan was later replaced by a slightly pricier variant,
featuring 2 GB of Internet access instead of 500 MB. "Simple Starter" has since been
discontinued for new customers.
On April 10, 2014, T-Mobile released their second part of the "Un-carrier 4.5" initiative,
specifically for tablets. This included a promotion that, for a limited time, sold tablets with builtin 4G LTE modems at the same price as a tablet without said modem. The initiative also included
the ETF payoff program extending to tablet customers. The final part was a promotional price for
mobile Internet.
On April 14, 2014, T-Mobile announced their final part to their "Un-carrier 4.5" initiative. TMobile abolished overages for all T-Mobile customers on all plans, current and grandfathered.
CEO John Legere also started a petition to other carriers to do the same.

Test Drive (Un-carrier 5.0)

On June 18, 2014, T-Mobile announced that they would give users iPhone 5Ss to test out TMobile's network for a week. This offer is limited to once per household per year. Apple is
providing T-Mobile with free iPhones for this promotion.
Music Freedom (Un-carrier 6.0)
On June 18, 2014, T-Mobile also announced that data used on certain streaming music services
would no longer count to users data limits. At the time of announcement, these services include:
Pandora, Spotify, Rhapsody, Google Play Music, iTunes Radio, Slacker, Milk Music, Beatport,
and iHeartRadio. In addition, users are also able to vote for more music services to be selected
for inclusion into this programs-Mobile has partnered with Rhapsody to offer "UnRadio," a
streaming radio service with unlimited skips, no ads, and offline playback. The service will be
free to unlimited T-Mobile customers, and will be available to all others for a nominal fee, which
varies between T-Mobile and non T-Mobile customers.On November 24, 2014 this was expanded
to add an additional 14 music services.
Wi-Fi Unleashed (Un-carrier 7.0)
On September 10, 2014, T-Mobile announced an agreement with Gogo Inflight Internet to
provide free text messages and visual voicemail to T-Mobile customers on Gogo-equipped U.S.
flights. Second, all customers were made eligible to upgrade to a device that supports Wi-Fi
Calling. Third, the T-Mobile Personal Cell Spot home router allows users to make calls from
their home using their broadband connection.
Data Stash (Un-carrier 8.0)
On December 16, 2014, T-Mobile announced "Data Stash", which lets users carry over unused
high-speed data usage for up to one year. The feature applies to customers of eligible post-paid
plans who purchase qualifying amounts of additional high-speed data.
On March 16, 2015, T-Mobile announced that Data Stash would be extended to Simple Choice
prepaid customers.
Un-carrier for Business (Un-carrier 9.0)
On March 18, 2015, T-Mobile announced their new business initiatives, including simplified
pricing, a special 24/7 business support team, and extending existing un-carrier benefits (global
roaming, Wi-Fi calling and texting for compatible devices, free in-flight texting, etc.) to business
lines. Families of employees can also receive discounts through this programs.
T-Mobile also emphasized a dramatic coverage expansion initiative for 2015, planning to reach
an additional 1 million square miles of native coverage in the lower 48 states, and expanded their
"Contract Freedom" (now called "Carrier Freedom") promotion to cover device and lease
payoffs.

T-Mobile additionally announced that its customers' prices they pay are good forever, as long as
they keep service on their lines, including if they utilize promotional pricing.
In Reach program
The In Reach program provides a free cell phone and a limited number of voice minutes each
month for low-income-eligible families (one per family) who do not use Lifeline services offered
by any other phone or wireless company. It is funded through the Fund, but is only operational in
a limited number of states and Puerto Rico.
MetroPCS
MetroPCS merged with T-Mobile in 2013; the new company formed T-Mobile US and currently
continues to offer prepaid wireless services under the MetroPCS brand.

The best T-Mobile phones, as rated by Digital Trends expert reviewers.

T-Mobile may seem perpetually stuck in 4th place in the race for wireless subscribers, but it
often has some of the most unique devices and best deals of the nationwide carriers. T-Mobiles
high-speed Internet coverage lags behind AT&T, Sprint, and Verizon, but it is making progress.
Aside from the iPhone, it also has a great device lineup too, specializing in Android devices.
Below are our favorite smart phones currently available on T-Mobile.
Our best T-Mobile phones list is continually updated as we review new products that enter the
market.

LG G2
With the G2, LG is stepping up to the plate. This is a powerful phone with a myriad of simple,
but useful new features. Audiophiles and spec junkies should flock to it, and will be available on
every major carrier.
Features Touch screen, External Storage, High Resolution Camera, HD Video Recording,
4G
Release Date 10/2013
Release Price $99.99
Operating system Android
Launch OS version 4.2.2

Samsung Galaxy S5
The Galaxy S5 is another win for Samsung. If youre looking to upgrade, there are a lot of
watertight reasons to choose GS5.
Features Touchscreen, Front-facing camera, External storage, High resolution camera,
HD video recording, 4G
Release date 4/11/2014
Release price $650
Operating system Android
Launch OS version 4.4.2

Motorola Moto X (2014)

Motorola wowed us with the first Moto X, but the second generation is even better. The
improved screen, high-end processor, and endlessly customizable design make the 2014 Moto X
a true flagship Smartphone.

Release date 9/2014

Release price $99.99
Operating system Android
Launch OS version 4.4.4

T-Mobile Launches Green Coupon Application

T-Mobile, USA, Inc. has unveiled a mobile application that offers discounts on environmentally
conscious products and services. Available for download, the free-of-charge Green Perks
application brings customers green-oriented offers and promotions from advertisers that include
Method, Jamba Juice, Volcom, Roxy and Quicksilver.
The opt-in Green Perks application delivers electronic coupons directly to customers phones,
which can be redeemed manually at a stores point-of-sale systems. Green Perks is part of the
wireless product and Services Companys recently launched Mobilize initiative, which
encompasses multiple products and services designed to help consumers who want to make more
eco-friendly choices in their daily lives.
T-Mobiles Green Perks Web portal lets advertisers create coupons and promotions. Partner
brands have control over offer timing and other details, but the offering must qualify as ecofriendly to be listed.

Similarly, for iPhone users, many companies are delivering applications that can help customers
find green products. As an example, the Good Guide iPhone application, which is available as a
download through Apples iTunes App Store or Good Guides Text Messaging application, gives
a consumer access to more than 70,000 products and ratings, according to Net Squared.
Net Squared also cites 3rdWhales new mobile applications to find green spas, restaurants, and
bike rental stores. 3rdWhale also offers a Greenpeace guide to recycled tissue and toilet paper,
offering recommendations for brands that contain 100-percent overall recycled content.
IPhone and iPod touch customers can also make sustainable seafood choices via the latest
Seafood Watch Recommendations through the Monterey Bay Aquarium Seafood iPhone
application, reports Net Squared.

T-Mobile primary customer & total customer around the world

T-Mobile could soon be bigger than Sprint
The tables could turn by the end of this year in the drama of the U.S. mobile underdogs, with TMobile possibly passing Sprint to become the third-largest carrier in the country.
Thats the outlook from analyst Chetan Sharma, who says T-Mobile may have more total
customers than Sprint within two or three quarters. He also found that carriers are getting most of
their new connections from tablets and other connected devices, according to the second-quarter
Mobile Future Forward report from Chetan Sharma Consulting, released on Thursday.
While Sprint still has 16 percent of the countrys mobile market, its subscriber rolls are shrinking
while T-Mobile, now at 15 percent, keeps growing. T-Mobile has gained customers every quarter
since the beginning of last year and is about to erase all the losses it suffered in a slide that began
back in 2009, Sharma said. In their most recent quarterly financial reports, T-Mobile reported a
net gain of 1.5 million subscribers and Sprint posted a net loss of 220,000.
Those numbers include both postpaid and prepaid subscribers. T-Mobile already has more
prepaid customers than Sprint, but postpaid is a more secure source of revenue and financial
viability.
Make way for #3
If it passes Sprints subscriber numbers, T-Mobile can lay claim to being the third-largest mobile
operator in America. In a sense, it would win the battle of the laggards, because AT&T and
Verizon still dominate the market with about 68 percent of subscribersand 68 percent of
mobile data revenuecombined.

On Wednesday, Sprint named a new CEO, Marcelo Claure, while backing down from making a
widely rumored bid for T-Mobile that was expected to face strong opposition from regulators.
The troubled carrier faces an uncertain future even with vast spectrum license holdings and a rich
parent company, Japans Softbank. But dont look for T-Mobile to try to buy Sprint any time
soon, Sharma said. Parent company Deutsche Telekom has been trying to sell off T-Mobile and
shift its resources back to Europe for some time.
Sharma does expect the runner-up carriers to become one player with about 30 percent of the
market and a stronger position against AT&T and Verizon. Its just not clear how or when that
will happen, he said.
On Wednesday, U.S. Federal Communications Commission Chairman Tom Wheeler said in a
statement that four wireless providers are good for American consumers. That position might
or might not change after a new president is elected in 2016, but a big shift in the market might
affect it, too, Sharma said.
This administration is just not going to allow this unless the facts on the ground change
drastically, he said. It could be that one of these players starts to really have a sharp decline in
their market cap, meaning that Wall Street thinks that they are in real trouble.
T-Mobile had the best subscriber gain of any carrier in the quarter, but most of the industrys
added connections werent new phones. Instead, they were connected devices, which were
chiefly tablets but also so-called machine-to-machine equipment such as connected cars,
enterprise sensors and health-care devices. Sharmas study found that 84 percent of net additions
were from non-phone devices and that 70 percent of those were tablets.
On an average total customer of T-Mobile
With most cell phone carriers gearing their services toward high-use business clients, John
Marick and Greg Pryor founded Consumer Cellular in 1995 with the goal of providing
affordable, no-contract cell phone plans to casual mobile users of all ages. The company started
out with an emphasis on the Pacific Northwest market, reselling service fromAT&T. After
AT&T's merger with Cingular, Consumer Cellular re-negotiated its contract with AT&T to allow
national coverage through its network.

In 2008, Consumer Cellular became a preferred provider for AARP members, making the
company the first cell phone provider to market to retirees. As result of this partnership, more
than 85% of Consumer Cellular's current customers are older than 50. The plans are relatively
simple compared to other carriers, and have been advocated by such senior publications as the

Senior

Journal.

In June 2010 Consumer Cellular's continued growth led to an expansion and official opening of
the company's second U.S.-based customer support center in Phoenix, Arizona In August 2012
Consumer Cellular opened a third U.S.-based customer support center in Oregon. The company
currently employs nearly 1,000 personnel between its Tigard, Redmond, and Phoenix locations.

During the summer of 2011, Consumer Cellular announced a partnership with national
retailer, Sears. Under the current agreement, four different types of Consumer Cellular phones
are sold in 750 Searss stores nationwide. In January 2012, it was reported that Consumer
Cellular's revenue grew from $17 million to $185 million in six years by selling the newest
technology to older American consumers.
In April 2012, the company announced the launch of SIM cards to their product line to be used
with phones which use the company's service plans including Apple's iPhone. Consumer Cellular
celebrated the company's millionth customer in February 2013 by giving back a million dollars;
100,000 to five non-profit partners and the rest to their employees In July 2013, the company
introduced a Smartphone financing program called Easy Pay that is available to consumers
purchasing smart phones that cost $300 and up.

The company partnered with Square Trade in August 2013 to provide its customers with cell
phone protection plans Consumer Cellular began a trial run of selling in select Target in March
2014, which expanded to all stores in October 2014.

Current State of the Firm Portfolio Analysis

T-Mobile USA is part of a large multi-national corporation Deutsche Telekon AG. TMobile has a presence in ten European countries: Austria, Croatia, Czech
Republic, Hungary, Macedonia, Montenegro, the Netherlands, Poland, Slovakia and the United
Kingdom, as well as the United States, Puerto Rico and the U.S. Virgin Islands. T-Mobile has
either the first or second largest market share in the European countries. In America, T-Mobile
has the fourth largest market share, behind AT&T, Verizon, and Sprint.
Overall, the wireless phone service market is a high growth market. Despite this, the
market is already very saturated with dealers and subscribers. According to Experian Marketing
Services, 98% of adults 22-24 own a cell phone, and this strong status holds over most adults.
Ownership decreases among the elderly and young. The highest growth opportunity for mobile
phone services lie within upgrading to smart phones and capturing the rest of the market.
Most of the countries in which T-Mobile has a presence are already developed. This
gives them a disadvantage because the countries that are currently developed, present the highest
opportunity to capture the customers who are currently entering the market.
Because of their lack of offering to developing countries and very small market share in
America, T-Mobile has a small market share of a rapidly growing market. This position makes TMobile a question mark which means that they have a low-share of a high growth market.

(Percent of Americans that own a cell phone (according to age)

SWOT Analysis for T-Mobile

Strength

The strengths of a flourishing company are very important in maintaining and preserving the
companys assets. T-Mobile stands at being the worlds seventh largest wireless provider, and the
worlds third largest multi-national provider. T-Mobile also has a very strong brand equity and
recognition in the United Kingdom and the United States, making it a key player in the world
economy.
Weakness
Many customers of T-Mobile have complained about poor wireless service and many dropped
calls while using the service. Customers have also complained about poor customer service such
as through delayed refunds, etc. Another concern with T-Mobile is that they have no presence in
emerging markets; they only have customers in developed countries.
Opportunities
There are many different opportunities for T-Mobile. T-Mobile is leading the upgrade from 3G to
4G service throughout the United States. Because the iPhone and Apple products have been
sweeping the nation with enormous sales, the acquisition of the iPhone to T-Mobile will improve
their presence within the industry. The addition and growth of Wi-Fi-enabled tablets will also
increase subscriptions in the company.

Threats
Possible threats are always a part and concern to every company that wants to become or sustain
its success. With new rises in technology and rising competition within other companies, TMobile faces a very strong competitive market including AT&T and Verizon. Another threat that
has affected many of other companies is the economic recession in the United States and Europe.
Because of the recession, T-Mobiles business has slowed down. T-Mobile also has a reputation
for being slow to adapt to market changes and advances in technology.

Analysis of the Micro Environment

Suppliers
T-Mobiles main suppliers are its cell phone manufacturers. T-Mobile sells BlackBerry,
HTC, LG, My Touch, Nokia, Samsung, and T-Mobile in its stores. Worldwide, Nokia is the top
manufacturer of mobile devices while Samsung is the top manufacturer of smart phones. TMobile sells wireless phones, smart phones, tablets, and internet devices.

There is fierce competition to contract the latest devices from the suppliers. For example,
T-Mobile had a competitive advantage over its competitors because it was the first wireless
provider to sell an Android based phone. On the contrary, T-Mobile is the last major wireless
provider to acquire the iPhone and for that reason, T-Mobile has lost many customers.

Intermediaries
The intermediaries at T-Mobile include their own retail stores, franchise retail stores, and
leased cell sites. They run 2,000 company-run stores and 1,100 branded partner stores
throughout the country. T-Mobile told the Wall Street Journal in June that they are still expanding
and plan on adding 200 more independently run retail stores throughout the nation this year.
Despite these ambitious plans, the retailers also told the journal that they are slowing
down their expansion plans because of the uncertainty about T-Mobiles future. This past
summer T-Mobile and AT&T announce plans for a merger, which ultimately collapsed.
Currently, the media is discussing T-Mobile mergers with other smaller competitors such as
Sprint/Nextel. This uncertainty is disconcerting to customers, retailers, and employees.

Competitors
T-Mobiles greatest weakness is its strong competitors. Verizon and AT&T currently have
the largest market share of the industry. Also, the Wall Street Journal says that AT&T operates
about twice as many stores as T-Mobile: they run about 2,300 company run stores and 3,800
franchises.
All of T-Mobiles competitors have acquired the iPhone. This is bad news for T-Mobile,
as iPhone sales have skyrocketed. According to CNN Money, the iPhones market share of all
mobile phones increased almost 6% the last quarter of 2011; from 3% to 8.7%. This is a lot of
lost business for T-Mobile!

Publics
The publics have recently had a huge impact on T-Mobiles business. According to TMobiles website, they announced their plans to be bought by AT&T last March. They reported
that, with all government approval, the merger should be complete in twelve months.

AT&T planned to purchase T-Mobile and consolidate to become the largest wireless
provider in America, beating Verizon. The FCC in Washington fought this merger and denied its
passage until AT&T was forced to abandon all negotiations in December. This is not good news
for the operators of T-Mobile USA, Deutsche Telekom who, according to the Washington Post,
has expressed interest in abandoning business in the states.

Customers
There are roughly 59 billion mobile phone subscribers worldwide, or 87 percent of the
population. Of these, India and China have the largest amount of subscriptions; accounting for
about 30 percent of the total subscriptions.
Despite the fact that T-Mobile does not have a stake in any of the developing countries,
they have about 10 percent of the market share in America. They have many average American
subscribers, but in recent times they have been targeting the developing Latino-American
community. The Economist reported that T-Mobile has started to strategically open stores in upand-coming neighborhoods that are run by Spanish speaking owners. This type of familiarity is
unknown in their competitors stores, and is very attractive to these new customers.

The Marketing Strategy

Segmentation of T-Mobile Market

When researching online, it was found that little information could be discovered on the
demographics of T-Mobile customers. The information listed above shows that T-Mobile only
serves 12 percent of the United States population with cell phones, while nearly the entire
remainder of the market is monopolized by the companies AT&T and Verizon (phone statistics).
Of such a profitable market in the United States, and the world for that matter, it would be in the
companies best interest to expand their coverage range as the customers demand gets higher.
This will be discussed in more depth later. Location is key for a companies success, so T-Mobile
would benefit from moving into more rural areas, which would allow them the opportunity to
take over the Alltel market share, which caters to rural areas, as well as the other nine percent,
giving them the prospect of gaining a larger percentage of cell phone customers.

The chart above shows the percentage of T-Mobile customers by region in the United
States. As stated before, there was trouble finding demographics on T-Mobile customers, so in
lieu of gaining that information the percentages listed were found and averaged from
My3cents.com. The cities and states listed in the 50 randomly selected comments were then
placed into regions of the country and made into the above graph. Of the regions, the South and
West were the most common in their market share which is unsurprising based on an article
published back in 2009. Written by Denis Romero, he talks about the growing popularity of TMobile amongst the Latino demographic and seeing as how there is a high concentration of Latin

Americans in the South and West, it is only natural that those regions would be their highest
segmentations.

Targeting
Current Customer

Based on the ratings, found at my3cents.com, the average customers for T-Mobile are
families and single phone carriers.
Families: With T-Mobiles many bundle packages, and well-known low prices, T-Mobile
naturally attracts families who are looking for multiple lines at the cheapest prices.
Especially with all the new technology today, T-Mobile offers unlimited family plans that
provide affordable rates to target and market a large share of the cell phone service
consumers.
Single Phone Carriers: Based on the customer reviews, another current customer of TMobile is the single phone holder. It could also be coined the independent young adult
category for the reason that many of these clients are either college or recently graduated
students and are looking for the cheapest plans available. With new rising bills and
tuition, this age group tends to lean towards any offer that can save them a few dollars.
Fortunately, T-Mobile offers them the services that they ask for at a low price that
accommodates to their financial needs.

Potential Customers

Business Men and Women: While gathering research for the demographics, there were
many comments from parents as well as students, but there was a large lack of comments
from business men and women. Although T-Mobile is known for their low prices and
bundles, they are not, however, known for their new phone technology or data plans that
the average business consumer is looking for. It would be in T-Mobiles best interest to
try and break into this market since this group makes up a considerable proportion of the
cell phone usage in America. They could do so by acquiring and offering new models of
phones and more data plans as well.

Positioning
Information gathered and formulated using customer reviews also showed that customers
were very unhappy with the overall reception of the phone that they had paid for. Most
customers barely received service in their own homes or work places, while others could only get

quality reception when they were in a major city. Also, when commenting on the overall phone
models, most were very unhappy with the lack of options as well as the outdated types. When
compared to companies such as Verizon and AT&T whose customers are much happier with their

service and phones, T-Mobile really needs to

make some adjustments. It would be most advantageous for T-Mobile if they were to increase the
quality of their reception service to top their competitors and to make them stand out, as well as
to improve the quality of the phones and make more updated versions available more quickly.
In the perceptual maps above, customer loyalty and customer satisfaction are judged.
Based on the research gained from customer reviews, T-Mobile has much that is left to be
desired. Out of the fifty comments polled, almost everyone gave a negative comment on either
the customer service or the reception. From those comments, many stated that they were leaving
T-Mobile to go to another company since they felt ignored, cheated and lied to about their
services. Losing customers for poor service is unacceptable for any company. By improving their
quality and becoming the leading standard in this field for customer service, they could gain a
great deal of customers who would be willing to leave a service provider that they are tired of
fighting with.

Final financial profit of T-Mobile

T-Mobile Profit Hits $101M for Q4 2014, Reversing $20M Loss in 2013
T-Mobile also brought in 4.05 million net add postpaid mobile customers for the full year of
2014, while cutting its mobile churn rate to 1.58 percent in 2014.
T-Mobile US grew its fourth-quarter 2014 profit to $101 million, up from a $20 million loss in
the same quarter one year ago, while increasing its Q4 revenue to $8.15 billion, up 19.4 percent
from the same quarter in 2013.
The company also tallied 4.05 million net add postpaid mobile customers in 2014, giving it 25.8
million customers, which are up 18 percent from 21.8 million one year ago, according to its Feb.
19 earnings announcement.
Profit for the full year of 2014 came in at $247 million, up from $35 million in 2013, while fullyear revenue came in at $29.56 billion, an increase of 21 percent from full-year 2013 revenue of
$24.42 billion.
Diluted earnings per share for Q4 were 12 cents per share, compared with a 3 cent per share loss
one year ago.
T-Mobile's branded postpaid mobile phone churn rate for Q4 was 1.73 percent, which was an
increase from the 1.63 percent churn rate one year ago. For the full year, the company's churn
rate was 1.58 percent, which was down from the 1.69 percent rate in 2013.
In the fourth quarter, T-Mobile said it sold 8 million Smartphones, up from 6.2 million in the
same quarter one year ago. For the full year of 2014, the company sold 28 million
Smartphones, up from 18.3 million in 2013.
"2014 was the best year of growth in company history," John Legere, the president and CEO of
T-Mobile, said in a statement. "Our Un-carrier moves helped us blow away the competition.
The best is yet to come as the future looks bright in 2015."
Eric Costa, a telecom analyst with Technology Business Research, told eWEEK in an emailed
statement that while T-Mobile's recent customer and earnings accomplishments are notable,
they won't be sustainable if the company doesn't invest in new growth segments.
Network Expansion and Capital Expenditures
The Companys network expansion is continuing at an accelerated pace. T-Mobiles 4G LTE
network Americas Fastest covered 265 million people at the end of 2014, exceeding the
original year-end target of 250 million. The Company is

targeting coverage of 300 million people by year-end 2015. T-Mobile is rapidly deploying
Wideband LTE, while at the same time rolling out 4G LTE on its 700 MHz A-Block and
1900 MHz PCS spectrum. At the end of 2014, Wideband LTE was available in 121 market areas
and the goal is to expand the service to over 150 market areas by the end of 2015. Building on
the A-Block spectrum acquisition from Verizon, the Company continues to expand its 700
MHz A-Block holdings, now reaching approximately 190 million POPs. The Company
deployed 700 MHz a-Block spectrum in Cleveland, Colorado Springs, Minneapolis, and
Washington DC in 2014, and has already added Houston and D allas in 2015.Cash capital
expenditures reflect T-Mobiles continued investment in network modernization, 4G LTE
deployment, and commencement of the 4G LTE rollout on its 700 MHz A-Block and
1900 MHz PCS spectrum. In the fourth quarter of 2014, cash capital expenditures were $1.3
billion, up from $1.1 billion in the third quarter of 2014 and $0.9 billion in the fourth quarter of
2013. Cash capital expenditures for 2014 amounted to $4.3 billion, up from $4.2 billion in
2013.In January 2015, the FCC announced that T-Mobile was the winning bidder of
AWS-3 spectrum licenses covering approximately 97 million people for an aggregate bid price
of $1.8 billion. T-Mobile will pay the FCC $1.4 billion for the AWS-3 spectrum licenses in
March 2015, which is net of the $0.4 billion deposit paid to the FCC in October 2014. T-Mobile
expects to receive the AWS-3 spectrum licenses, subject to regulatory approval, in the second
quarter of 2015.

Corporate social responsibility of T-mobile

Corporate social responsibility
The important thing of corporate social responsibility is to find a balance between people, planet
and profit. T-Mobile takes its responsibility for the effects of their business on humans, society
and environment.
The CSR initiatives of T-Mobile can be divided into several categories:
a. Sustainable business
b. Sustainable products & services
c. Chain responsibility
d. Sustainable relationships
Sustainable business
Corporate social responsibility starts with your own business. So use all T-Mobile shops and
its network 100% green power. In combination of advanced equipment this means an efficient
use of green energy. Further T-Mobile attempts to keep on the ISO 14001. This standard ensures
that companies are going to focus on managing risks and improving environmental performance.
Sustainable products & services

Together with Samsung T-Mobile have released the first green cell phone on the market. These
phones are made of recycled materials and have solar cells on the back.
Chain responsibility
At T-Mobile not only the price but also the production method is important. From 2010 on all the
provisions of the Social Charter are included as a part of the purchasing process. The Social
Charter has a number of principles which protect the relationships between employees. With the
Social Charter T-Mobile stresses the importance of respecting human rights, equal opportunities,
health and safety.
Sustainable relationships
Since 2007 T-Mobile has a sustainable relationship with partner War Child. To help War Child TMobile put in people and resources. Think of phones, communications links and network
connections for employees of War Child.

TOP PHILANTHROPIST AWARD GOES TO T-MOBILE AS PERFORMING BEST CSR

TMCZ wins "Responsible Partnership with Employees" Award

"One Day for Your Good Deed" project convinces jury
15 November 2010 T-Mobile has won first prize in the prestigious TOP Philanthropist
contest in the category "Responsible Partnership with Employees 2010", thus repeating its
last year's success in receiving the Via Bona award for involving employees in donor and
volunteer activities. TOP Philanthropist is an international award for socially responsible
enterprises granted by Business for the Society. The award ceremony was held on November
11 in Prague's Scare Coeur chapel. We entered the contest with our "One Day for Your Good
Deed" project which has been held by our company since 2005. We were among the first
Czech companies to provide our employees with an extra free and paid day for voluntary
activities. We are trying to involve the maximum number of employees in our CSR activities,
which is why we offer them such a wide range of possibilities. We want everyone to be able
to choose," says Petra Paviov, Head of Corporate Social Responsibility at T-Mobile. The

popularity of the volunteering day keeps increasing. In 2009, nearly 600 employees worked
for non-profit organizations (i.e. nearly every fourth employee), including the top
management. Within the five-year existence of the One Day for Your Good Deed" project,
our employees have worked in total 13,760 hours out of 1,729 days for the benefit of nonprofit organizations. The award ceremony held in Prague's Scare Coeur chapel was attended
by Roland Mahler, Managing Director of T-Mobile and originator of the company's CSR
activities. When receiving the award he stated: Without the involvement of our employees,
CSR cannot work. We are therefore truly happy that the number of employees involved has
been growing steadily every year. This year over 600 employees took part."The seventh year
of the TOP Philanthropist international award granted by Business for the Society to socially
responsible enterprises was organized together with the Czech Donors Forum, Czech TOP
100 and other institutions. Finalists in the Responsible Partnership with Employees 2010"
category, which T-Mobile won, were evaluated also by the criteria used under the European
Employee Volunteering Awards 2011, held as part of the European Year of Volunteering
2011. In total, 22 European countries participated in the international European Award for
Employee Volunteering" programmers.

CSR Performance of Blackberry competitors of T-Mobile

BlackBerry maker Research in Motion (RIM) has come bottom of a list of the world's greenest
electronics firms. The Canadian-based mobile maker is featured for the first time in the quarterly
Greenpeace Guide to Greener Electronics, published on Wednesday and ranking 15 top
electronic companies by their environmental policies and the impact of their products.
According to the campaign group, RIM does not have a clean electricity plan or a target to
increase use of renewable energy. Its products are energy inefficient, and it is a member of a
trade association that has attacked stringent energy efficiency standards, Greenpeace says.
Although the report is not designed to be a product guide for consumers, it does allow for a
comparison of the leading manufacturers of PCs, TVs and mobile phones.
"Right now, HP takes the top spot because it is scoring strongly by measuring and reducing
carbon emissions from its supply chain, reducing its own emissions and advocating for strong
climate legislation. However all companies we included in the guide have an opportunity to

show more leadership in reducing their climate impact," said Greenpeace International
campaigner Tom Dowd all.
Dell takes second position, making a dramatic improvement from its 10th position in the last
guide. The computer manufacturer scores well for having the most ambitious climate target, with
plans to reduce its emissions by 40% by 2020, and a strong policy on sustainable paper sourcing.
After three years at the top, Nokia has slipped from first place to third, mainly due to weaker
performance on the energy criteria.
The guide, which assesses companies based on their public information only, was first started in
August 2006. It was set out mainly to put pressure on manufacturers to reduce the amount of
toxic chemicals such as polyvinyl chloride (PVC) and brominates flame retardants (BFRs).
Greenpeace claims it has already prompted improvements - particularly noticeable for mobile
phones and PCs, with less progress having been made on TVs.
In response to the progress, the environmental watch group added new criteria and challenged
firms to reduce their carbon footprint in manufacturing, in their supply chain and through to the
end-of-life phase of their products and to set ambitious goals for renewable energy use. The
latest version of the guide also features new criteria for the sourcing of paper, conflict minerals
and product life cycle.
A RIM spokeswoman told the Guardian: "We are continuing to improve our sustainability
practices and have a number of initiatives underway."
A Nokia spokesman said: "We are still No1 compared to any other mobile and device
manufacturer; we stick to our sustainability targets."

Recommendation
The objective of this Paper was to investigate how T-mobile Company succeeds in business by
CSR. It is very interesting to see how T-Mobile has operated its business ethics.
Especially the mission statement which is talking about how T-Mobile runs its business by
using several components to create a good relationship with its suppliers, partners
(employees), customers, communities, the stakeholders, and also how they are caring for the
environment. The other interesting things about T-Mobile are its code of conducts, which
show that T-Mobile has collaborated with farmers in orders to gain a high quality of products at
the same time that it improves the famers life and environment. T-Mobile has ran its business by
driving Corporate Social Responsibility (CSR) as a tool that covers the company in every
sector of their business. Lets take the environment, for example. T-Mobile is really concerned
about affecting the environment. By utilizing innovative technologies to improve the
effectiveness in its processes, they reduce costs and at the same time they are preserving the
environment. In terms of social strategies, T-Mobile has splendid strategies to cooperate with its
partners and stakeholders. T-Mobile has created a lot of activities to encourage communities and
to create long term relationships with them, which reflects on their brand. In terms of economics,
T-Mobile is not only thinking about its benefits but also for all parties related with their
business, by following the laws of each country. T-Mobile has managed to create fair trade
with its suppliers, customers, and even for their competitors. It has made T-Mobile very
successful in its economic situation .
Moreover, CSR can build competitive advantage over competitors that T-Mobile gain more
competitive advantage by engaging in CSR into every part the company. Specially, the
company focuses on their suppliers and partners (employees) which they have run business as
sustainable together. We think that the company has come to correct the way to run business by
fully practicing CSR and keeping their market position. From what we investigated, a
companys CSR practice relates to numerous different behavioral aspects within a company.
Many organizations argue that companies engaged in CSR can obtain increased sales and
market share, reduce costs and increased interest from investors, improved employees
motivation, improved brand awareness and image of the Company. However, we think that
the companys CSR investments will affect the companys performance positively as customers
value CSR activities. It is the reason why the company has succeeded in business world by CSR.
As presented in this study, CSR has been growing in recent years and many companies are
starting to participate in CSR to run business in which they see the benefit from CSR.
Moreover, nowadays customers are starting to demand that companies take their social
responsibility.

References
1. http://en.wikipedia.org/wiki/T-Mobile
2. http://investor.tmobile.com/Mobile/OfficersandDirectors.aspx?
iid=4091145
3. http://investor.t-mobile.com/od.aspx?iid=4091145
4. http://www.t-mobile.mk/public/vision.nspx
5. http://whoseint-mosfaves.blogspot.com/2009/02/t-mobiles-missionstatement.html
6. http://www.digitaltrends.com/best-t-mobile-phones/
7. http://www.environmentalleader.com/2009/06/30/t-mobile-launches-greencoupon-application/
8. http://www.pcworld.com/article/2463020/tmobile-could-soon-be-biggerthan-sprint.html
9. http://www.eweek.com/mobile/t-mobile-profit-hits-101m-for-q4-2014reversing-20m-loss-in-2013.html
10. http://fleur-huigsloot.blogspot.com/2011/01/11-corporate-socialresponsibility.html
11. http://t-press.cz/en/press-releases/press-news-archive/top-philanthropistaward-goes-to-t-mobile.html
12. http://www.theguardian.com/environment/2011/nov/09/blackberrygreenpeace-electronics