Looking to rebrand its marketing message and drive new subscriber business for T-Mobile Netherlands, parent company Deutsche Telekom could emulate the success of subsidiary T-Mobile US’ “Un-carrier” branding, according to Bloomberg.
Industry watchers attribute the success of T-Mobile US to its aggressive “Un-carrier” marketing campaign led by charismatic CEO John Legere. Under Legere, the company has moved from the No. 4 to the No. 3 U.S. carrier overtaking Sprint, which is majority owned by Japanese conglomerate SoftBank.
According to the Bloomberg report: “Deutsche Telekom is weighing the more disruptive strategy as it seeks to revive T-Mobile Netherlands after a planned sale failed, said the people, who asked not to be identified because the talks are private. The option is one of several and the German carrier may decide against it, one of the people said.”
In October, Deutsche Telekom was reportedly looking to sell off T-Mobile Netherlands.
In the U.S., T-Mobile has had big customer wins with both of its zero-rated data streaming services, BingeOn for video from selected providers, and Music Freedom, which operates under the same model except with music streaming providers.
Legere is also very active on Twitter, regularly engaging with customers and, last month, even being memorialized with his very own emoji.
