T Mobile is suffering from Perception Issues

[Guaner]

With all of the commercials and advertising from rivals: ATT, Sprint, and Verizon - T Mobile has been suffering from what has been called negative "perception" from the audience.

Suffering from perceptions that its data network is inferior, T-Mobile is hoping to reverse its slide by building a 4G network of its own to compete for higher-paying smartphone buyers with data plans. Earlier this month, its parent company, Deutsche Telekom, was considering a spinoff or public offering to help fund its network expansion. -- Source (http://www.mobiledia.com/news/71416.html)

The ATT vs. Verizon battle is annoying but it has done much to get their services noticed even more. I hope TMobile steps is up and begins to actively seek more customers.

[tzsm98]

With all of the commercials and advertising from rivals: ATT, Sprint, and Verizon - T Mobile has been suffering from what has been called negative "perception" from the audience.

-- Source (http://www.mobiledia.com/news/71416.html)

The ATT vs. Verizon battle is annoying but it has done much to get their services noticed even more. I hope TMobile steps is up and begins to actively seek more customers.

The perception is sometimes built on real life experience of current users. There are several areas which provide T-Mobile an opportunity to change perception by altering the reality.



Candor - T-Mobile is not the NSA. It can let it's customers know what to expect, when to expect it and where to expect it. My on-going battle to discover if or when 3G was coming to Oklahoma City is an example of T-Mobile's inability to be frank and forthright with the customer.
Service- Other 3G providers are running at 1.6Mb/s. In Oklahoma City I most commonly see .6Mb/s. Where's the other megabit/s? This is a perception issue based on daily use that will not change until I start to see 1.0Mb/s or better regularly. I expected better speed, something closer to 3.6Mb/s, for my $30 a month. With the upcoming HSDPA+ roll out promising 21Mb/s maybe I'll see 1Mb/s then.
Customer Service - In order to serve us better they eliminated the e-mail customer service route. Sort of like my local pharmacy that "in order to serve you better we will be closed on Sunday." So now it all goes to 611 or to a corporate store. On my prepaid line 611 doesn't even get you there, there is some toll free number you need to call for service. If a phone is stolen they shut off the SIM but don't block the IMEI. Some goober(s) is/are out there using my phones and as long as T-Mobile is making a buck they are okay with them being stolen. This makes them an accessory after the fact but hey, the money is rolling in.


One area where T-Mobile has already acted to alter perception:


Equipment - This is an area that T-Mobile has corrected over the last 18 months. Now it appears there will be a Symbian device available come March. This has been missing from the line-up for years. Android devices abound and Blackberry devices are also offered with many choices. Here the perception, if negative, is based on history and not present condition.

Slow data speeds and dodgy answers are not the path to increased customer base. A re-make of the service provided and an increase in the openness with information that parallels the improvement in equipment that has happened is what will help to change the perception. A catchy ad campaign that can trumpet those improvements will help. A catchy ad campaign with nothing to trumpet will be a waste of money.

[Guaner]

Excellent points...and as you said, you can never underestimate the power of catchy advertising.