It appears that T-Mobile's marketing efforts are paying off quite nicely. The major wireless carrier has disclosed its preliminary results for the final quarter of the year 2014 and revealed that it has gained 2.1 million new customers.
T-Mobile's total customer count is now at the 55 million mark. By the end of the third quarter if 2014, the carrier had already amassed 52.9 million customers. Having reached 55 million, T-Mobile is closing in on Sprint, which finished the third quarter of 2014 with 55 million subscribers.
Because Sprint has not yet revealed its results for the fourth quarter of 2014, it is hard to tell at this point how many customers T-Mobile will have to acquire in order to surpass its closest competitor. Both T-Mobile and Sprint are fighting for the number 3 spot among America's biggest wireless carriers, just behind Verizon Wireless and AT&T. But if T-Mobile manages to sustain its current new customer acquisition rate, it may overtake Sprint sometime within 2015.
For certain, T-Mobile has been aggressive in attracting new customers. It has even launched its Uncarrier marketing campaign, which positions T-Mobile as a major wireless carrier that explores new ways of offering wireless services. For its part, T-Mobile has indeed made an effort to differentiate its services from its competitors. It has tried doing away with monthly contracts, and even eliminated additional charges for its international data roaming services. The carrier has also tried restructuring its pricing, enticing customers to shift to T-Mobile plans.
And it seems that T-Mobile's hard work is producing results. For the year 2014, the carrier was able to add a total of 8.3 million new customers. That is an 89 percent improvement compared to the previous year's tally.
Still, T-Mobile has a long way to go before it can challenge industry leaders like Verizon Wireless and AT&T. But it can not be denied that T-Mobile is making waves across the industry in some ways.
For instance, when T-Mobile announced last month that it will be letting its customers save unused data from month to month, it is already producing a domino effect. As a matter of fact, just very recently, AT&T has announced its plans of launching a similar program called Rollover Data, which also allows customers to roll over unused data on to the next billing cycle.
And lest we forget, acquiring new customers is far from being everything. Of course, T-Mobile has to make sure it retains the customers it has brought into its fold. To do that, it will have to provide excellent customer service, continue to improve its network, and offer its customers new and better reasons to stay.
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