Not Everyone Hates Contracts
Editor’s Note: This is the third post of a three-part blog series that examines how changes in the wireless industry have led to commoditization and what carriers must do to truly differentiate. Register for our December 17 Telecom Brand Love webinar now.
The past two years have brought a seismic shift in the US wireless telecom industry. Market Strategies has been writing about how this once highly differentiated marketplace has been transforming into a sea of beige, making it difficult for customers to differentiate between providers. T-Mobile is doing a brilliant job delivering on its brand promise to customers, but other carriers seem to be following suit instead of honoring their own brand promise. By jumping on the no-contract, one-size-fits-all bandwagon, carriers may be missing an opportunity to understand the generational and lifetime value differences of their own customers.