“UN-CARRIER” is a bold marketing initiative from T-mobile USA launched in the beginning of 2013. Mobile providers are often seen as notoriously insensitive to the needs, pains and expectations of their customers. T-mobile’s “UN-CARRIER” was a bold and brave business move that challenged category conventions to become truly customer-centric brand. The “UN-CARRIER” is a real game changer with a fully integrated customer value approach based on three main principles: SIMPLICITY, FAIRNESS AND VALUE, which brought the company 22 million new customers only in the first two years. “Only T-mobile breaks the rules to break you free.” Our newest case study outlines the “UN-CARRIER” Customer Value Proposition and maps it out in the LHBS Customer Value Canvas. About the LHBS Customer Value Canvas: LHBS Customer Value Canvas is a tool we use to develop integrated customer value offers. We believe that any business or brand can create value for its customers in four interrelated, but distinctive areas: Core Product, Added Value Services, Shopping Experience & Communication & Touchpoints.

1. UNDERSTAND TODAY. SHAPE TOMORROW. 1
Customer Value Canvas
Case Study
T-MOBILE
UN-CARRIER

2. UNDERSTAND TODAY. SHAPE TOMORROW. 2
INTRO-
DUCTION.
T-Mobile in the US has proven to be a daring game changer in the telco
industry. In our opinion, the brand’s successful turn around is due to a
fully integrated approach to developing customer value.
This case study outlines the Un-Carrier Customer Value Proposition of
T-mobile US and maps it in the LHBS Customer Value Canvas - a tool we
use to develop integrated customer value offers.
We believe that the transformation of the customer value that T-mobile
provides to its customers in the US, is a benchmark for successful
customer centricity. Mobile providers and other businesses should take
a close look at Customer Value Canvas of T-mobile US and review the
holistic approach and specific tactics they use to challenge
conventions.
LHBS // T-MOBILE UN-CARRIER
LHBS is a marketing & innovation firm with offices in Berlin &
Copenhagen. We work with legacy organizations to adapt their
customer value proposition to meet emerging customer needs and
expectations.
Together with our clients we discover purposeful business
opportunities and deliver integrated customer offers for products,
services, experiences and communication.
http://www.lhbs.com
INTRODUCTION
Stefan Erschwendner
Managing Partner at LHBS
se@lhbs.com

3. Customer Value Canvas
CORE PRODUCT
How might your Customer Value Proposition inspire or impact the
performance or quality of your product?
ADDED VALUE SERVICES
How might your Customer Value Proposition inspire or influence
additional services to simplify or enhance that create added value
around the consumption or usage of your product?
COMMUNICATION & TOUCHPOINTS
How might you create communication that
delivers your Customer Value Proposition and
not just promises it? Content instead people seek
out rather than avoid?
SHOPPING EXPERIENCE
How might your Customer Value Proposition
inspire a smoother, more pleasant customer
experience in your omnichannel touch points.
CUSTOMER
VALUE PROPOSITION
A clear, concise and compelling
articulation of how the needs that are
important to the customer are satisfied by
the company.
Designed for: Designed by: Date: Version:
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

4. 4UNDERSTAND TODAY. SHAPE TOMORROW.
T-MOBILE US
LHBS // T-MOBILE UN-CARRIER

5. UNDERSTAND TODAY. SHAPE TOMORROW. 5
T-MOBILE US IN 2012
NO LTE NO iPHONE AT&T BREAK UP NO DIFFERENTIATION
LHBS // T-MOBILE UN-CARRIER ABOUT

6. 6UNDERSTAND TODAY. SHAPE TOMORROW.
UN-CARRIER
LHBS // T-MOBILE UN-CARRIER

7. UNDERSTAND TODAY. SHAPE TOMORROW. 7
LHBS // T-MOBILE UN-CARRIER ABOUT

8. UNDERSTAND TODAY. SHAPE TOMORROW. 8
“The most dangerous man in wireless”
CNN, 2013
LHBS // T-MOBILE UN-CARRIER ABOUT

9. 9UNDERSTAND TODAY. SHAPE TOMORROW.
WHAT DOES UN-CARRIER
STAND FOR?
LHBS // T-MOBILE UN-CARRIER

10. UNDERSTAND TODAY. SHAPE TOMORROW. 10
A stupid, broken, arrogant industry.
Don’t play by the rules. Break them.
LHBS // T-MOBILE UN-CARRIER ABOUT

11. UNDERSTAND TODAY. SHAPE TOMORROW. 11
STRATEGIC PRINCIPLES
SIMPLICITY VALUEFAIRNESS
LHBS // T-MOBILE UN-CARRIER ABOUT

12. 12UNDERSTAND TODAY. SHAPE TOMORROW.
UN-CARRIER TIMELINE
(until August 2016)
LHBS // T-MOBILE UN-CARRIER

13. 13UNDERSTAND TODAY. SHAPE TOMORROW.Source: http://investor.t-mobile.com/Cache/1500084635.PDF?
LHBS // T-MOBILE UN-CARRIER TIMELINE
UN-CARRIERMOVES
Un-carrier1.0
Un-carrier2.0
Un-carrier3.0Pt.1&2
Un-carrier4.0
Un-carrier5.0&6.0
PUTANEND
TOANNUAL
CONTRACTS
MADETHE
WORLDYOUR
NETWORK– NO
EXTRACHARGE
T-MOBILE
TESTDRIVE
INTRODUCED
CONTRACT
FREEDOM
INTRODUCED
JUMP!MARCH2013
JULY2013
OCT.2013
JAN.2014
JUNE2014
UNLEASHED
TABLETSWITH
FREEDATA
FORLIFE
MUSIC
FREEDOM
Un-carrier7.0
WI-FI
UNLEASHED
SEPT.2014
Un-carrier8.0
INTRODUCED
DATASTASH
DEC.2014
Un-carrier9.0
UN-CARRIER
FORBUSINESS
MAR.2015
UN-CONTRACT
CARRIER
FREEDOM
UN-CARRIER MOVES
Un-carrier1.0
Un-carrier2.0
Un-carrier3.0Pt.1&2
Un-carrier4.0
Un-carrier5.0&6.0
PUTAN END
TOANNUAL
CONTRACTS
MADETHE
WORLDYOUR
NETWORK– NO
EXTRACHARGE
T-MOBILE
TESTDRIVE
INTRODUCED
CONTRACT
FREEDOM
INTRODUCED
JUMP!MARCH2013
JULY2013
OCT.2013
JAN.2014
JUNE2014
UNLEASHED
TABLETSWITH
FREEDATA
FORLIFE
MUSIC
FREEDOM
Un-carrier7.0
WI-FI
UNLEASHED
SEPT.2014
Un-carrier8.0
INTRODUCED
DATASTASH
DEC.2014
Un-carrier9.0
UN-CARRIER
FORBUSINESS
MAR.2015
UN-CONTRACT
CARRIER
FREEDOM
JUNE 2015
NOV. 2015
UncarrierAmped
UncarrierX
JUMP! ON
DEMAND
BINGE ON
JUNE 2016
Uncarrier11
T-MOBILE
TUESDAYS
AUGUST 2016
Uncarrier12
T-MOBILE
ONE
UN-CARRIERMOVES
Un-carrier1.0
Un-carrier2.0
Un-carrier3.0Pt.1&2
Un-carrier4.0
Un-carrier5.0&6.0
PUTANEND
TOANNUAL
CONTRACTS
MADETHE
WORLDYOUR
NETWORK– NO
EXTRACHARGE
T-MOBILE
TESTDRIVE
INTRODUCED
CONTRACT
FREEDOM
INTRODUCED
JUMP!MARCH2013
JULY2013
OCT.2013
JAN.2014
JUNE2014
UNLEASHED
TABLETSWITH
FREEDATA
FORLIFE
MUSIC
FREEDOM
Un-carrier7.0
WI-FI
UNLEASHED
SEPT.2014
Un-carrier8.0
INTRODUCED
DATASTASH
DEC.2014
Un-carrier9.0
UN-CARRIER
FORBUSINESS
MAR.2015
UN-CONTRACT
CARRIER
FREEDOM

14. 14UNDERSTAND TODAY. SHAPE TOMORROW.
UN-CARRIER INITIATIVES
LHBS // T-MOBILE UN-CARRIER

15. UNDERSTAND TODAY. SHAPE TOMORROW. 15Source:
Un-Carrier 1.0
MARCH 2013
END TO ANNUAL SERVICE CONTRACTS
Consumers hate long-term service contracts, costly
overages and complicated service plans. So T-Mobile
got rid of them. The Simple Choice plan provides
unlimited everything, without an annual service
contract, with simple, straightforward pricing.
T-MOBILE UNLEASHED iPHONE
T-Mobile gave consumers what they want: a radically
simple, affordable iPhone experience on a blazing-
fast, truly reliable 4G nationwide network.
Source: http://investor.t-mobile.com/Cache/1500059458.PDF
LHBS // T-MOBILE UN-CARRIER INITIATIVES

16. UNDERSTAND TODAY. SHAPE TOMORROW. 16Source:
Un-Carrier 2.0
JULY 2013
JUMP!
Nobody wants to be stuck with an old phone. That’s
why T-Mobile launched JUMP!, the best upgrade
program on the market. It’s a groundbreaking
approach to more frequent phone upgrades, putting
an end to the upgrade runaround.
Here's how Jump works: after an initial six-month
waiting period, users can trade in their T-Mobile
phone "in good working condition" (must have no
water damage, an unbroken screen, and able to boot
up) and purchase a new one for the same price as
new customers to T-Mobile. Your old payment plan
will be eliminated and you'll get charged a new one
based on your new phone. In addition to using this to
simply replace your phone if you're interested in an
upgrade, Jump also includes a full insurance plan —
coverage includes lost, stolen, or malfunctioning
phones.
Source: http://www.theverge.com/2013/7/10/4511160/t-mobile-announces-jump-two-phone-
LHBS // T-MOBILE UN-CARRIER INITIATIVES

17. UNDERSTAND TODAY. SHAPE TOMORROW. 17Source:
Un-Carrier 3.0
OCTOBER 2013
MADE THE WORLD YOUR NETWORK — AT NO
EXTRA CHARGE
Everyone should be free to travel without sky-high
international roaming fees. T-Mobile customers get
unlimited data in 120+ countries and destinations at
no extra charge. And here in the U.S., T-Mobile
announced it had delivered nationwide 4G LTE
covering more than 200 million people in 233 metro
areas coast to coast.
UNLEASHED TABLETS WITH FREE DATA FOR
LIFE
T-Mobile revolutionized how customers buy and use
tablets — with free data for life. Customers get 200
MB of free data every month with any tablet. T-
Mobile also announced it would carry the iPadAir
and iPad mini, beginning in November, starting at $0
down.
Source: http://investor.t-mobile.com/Cache/1500059458.PDF
LHBS // T-MOBILE UN-CARRIER INITIATIVES

18. UNDERSTAND TODAY. SHAPE TOMORROW. 18Source:
Un-Carrier 4.0
JANUARY 2014
CONTRACT FREEDOM
The last barrier to switch to T-Mobile comes down.
“T-Mobile set consumers free from being locked into
other carriers’ contracts. We will pay an entire
family’s Early Termination Fees so they can come to
the Un-Carrier.”
NOW THE FASTEST 4G LTE IN THE NATION
Millions of speed tests from real people using their
own phones prove it: T-Mobile’s nationwide 4G LTE
network is the fastest network in the nation.
Source: https://newsroom.t-mobile.com/news/customer-data-proves-t-mobile-network-now-
LHBS // T-MOBILE UN-CARRIER INITIATIVES

19. UNDERSTAND TODAY. SHAPE TOMORROW. 19Source:
Un-Carrier 5.0 & 6.0
JUNE 2014
T-MOBILE TEST DRIVE
Test Drive is a free service that allows anyone
(current customers and non-customers) to request
T-Mobile to ship them a free trial kit composing of an
Apple iPhone 5S with a temporary phone number
and a 7-day variant of the Simple Choice plan with
unlimited talk, text, and high speed data (and 3GB of
hotspot data).
MUSIC FREEDOM
T-Mobile signs a partnership with certain music
services so that listening to music from smartphone,
customers don't use up their monthly data
allowances.
Source: http://www.extremetech.com/electronics/184850-t-mobile-un-carrier-5-and-6-free-
LHBS // T-MOBILE UN-CARRIER INITIATIVES

20. UNDERSTAND TODAY. SHAPE TOMORROW. 20Source:
Un-Carrier 7.0
SEPTEMBER 2014
WIFI UNLEASHED
T-Mobile unveils a plan to allows for WiFi calling. All
of the new smartphones in T-Mobile stores have
been Wi-Fi calling and texting capable, and all of T-
Mobile customers have been able to get a Wi-Fi
calling and texting capable smartphone if they didn’t
already have one. To make it easier for customers to
take advantage of these new capabilities, T-Mobile
opened an exclusive enrolment window in JUMP!,
the Un-Carrier’s revolutionary upgrade program, so
customers could immediately upgrade to a new Wi-Fi
calling ready smartphone.
PERSONAL NETWORK
T-Mobile released Personal CellSpot, a new device
that enables everyone to put the capabilities of a
personal T-Mobile tower in their house— creating a
personal network that is strong across the whole
house.
Source: https://www.google.de/search?q=T-Mobile+unveils+a+plan+to+allows+for+WiFi
LHBS // T-MOBILE UN-CARRIER INITIATIVES

21. UNDERSTAND TODAY. SHAPE TOMORROW. 21Source:
Un-Carrier 8.0
DECEMBER 2014
INTRODUCED DATA STASH
Data Stash allows customers to roll their unused 4G
LTE data forward into the next month, to use for 12
months – up to 20GB, all at no extra charge.
Source: http://www.t-mobile.com/offer/data-stash-data-roll.html
LHBS // T-MOBILE UN-CARRIER INITIATIVES

22. UNDERSTAND TODAY. SHAPE TOMORROW. 22Source:
Un-Carrier 9.0
MARCH 2015
UN-CONTRACT
With the Un-contract, T-Mobile is putting an end to
price uncertainty − and flipping the very idea of the
carrier contract on its head. Now, when you sign the
contract, you get the freedom with the prices being
guaranteed not to rise.
CARRIER FREEDOM for Business
Now, consumers and businesses feeling stuck with
their carrier — can make the move to T-Mobile
without worry. Customer simply ports their number
to T-Mobile’s plan, trades in their smartphone or
tablet and buys a new smartphone. They’ll get the
trade-in value and a prepaid card with the balance of
additional outstanding phone payments after the
trade-in value when they submit the carrier’s bill to
T-Mobile − up to $650 total per line on up to 10 total
lines.
Source: http://www.theglobeandmail.com/globe-investor/news-sources/?mid=bwire.
LHBS // T-MOBILE UN-CARRIER INITIATIVES

23. UNDERSTAND TODAY. SHAPE TOMORROW. 23Source:
Un-Carrier Amped!
JUNE 2015
JUMP! ON DEMAND
T-Mobile has amped up the Un-Carrier 2.0, its
groundbreaking JUMP! program, and introduced the
industry’s lowest monthly cost to get an iPhone 6
when trading-in the old smartphone.
With T-Mobile’s new JUMP! On Demand™, one low
monthly phone payment covers the cost of a new
smartphone and gives the freedom to swap it for a
new one absolutely anytime and at no extra cost.
Source: https://newsroom.t-mobile.com/media-kits/jump-on-demand.htm
LHBS // T-MOBILE UN-CARRIER INITIATIVES

24. UNDERSTAND TODAY. SHAPE TOMORROW. 24Source:
Un-Carrier X
NOVEMBER 2015
BINGE ON
T-Mobile has announced “Binge On”— a video
streaming service that doesn’t use the smartphone
or tablet data. The “Binge On” service supports
platforms like HBO, Netflix, Hulu and 24 other sites
and allows for 4G streaming in DVD quality.
Source: http://www.t-mobile.com/offer/free-music-streaming.html
LHBS // T-MOBILE UN-CARRIER INITIATIVES

25. UNDERSTAND TODAY. SHAPE TOMORROW. 25Source:
Un-Carrier 11
JUNE 2016
T-MOBILE TUESDAYS
Un-Carrier 11, a history-making move dedicated
exclusively to saying “thank you” to customers, offers
T-Mobile customers ownership in the company, free
stuff every week, and free in-flight Wi-Fi.
Starting on July 19 2016, T-Mobile has started giving
all of its customers a year of unlimited data for the
popular Pokémon Go app together with free Lyft
rides up to $15 to get to a new PokéStop or Gym.
Additionally, 250 selected people will win $100 in
PokéCoins to spend in the app, and five lucky winners
will recieve a free Pokémon Go monster "hunting"
trip for them and one guest to anywhere in the US.
Source: http://www.t-mobile.com/offer/free-music-streaming.html
LHBS // T-MOBILE UN-CARRIER INITIATIVES

26. UNDERSTAND TODAY. SHAPE TOMORROW. 26Source:
Un-Carrier 12
AUGUST 2016
T-MOBILE ONE
Un-Carrier 12 is again challenging other carriers
with the launch of its newest unlimited data plan. The
new tariffs will charge $70 per month for the first
line, $50 for the second, and $20 for additional lines,
valid for up to eight. These offer includes unlimited
talk, texting and 4G LTE smartphone data.
With this initiative T-Mobile is addressing another
major pain point for wireless consumers. Un-Carrier
12 is questioning the usefulness of classical data
plans and data buckets that competitors normally
offer.
Source: https://newsroom.t-mobile.com/news-and-blogs/rip-data-plans.htm
LHBS // T-MOBILE UN-CARRIER INITIATIVES

27. 27UNDERSTAND TODAY. SHAPE TOMORROW.
RESULTS
LHBS // T-MOBILE UN-CARRIER

28. UNDERSTAND TODAY. SHAPE TOMORROW. 28Source: www.slideshare.net/DT_IR/7-tmus-dtcmd15-46307070
Added 22 million customers
in the first 2 years
LHBS // T-MOBILE UN-CARRIER RESULTS

29. UNDERSTAND TODAY. SHAPE TOMORROW. 29
Deutsche Telekom raised its dividend
by 10 per cent as it announced adjusted
earnings that were ahead of its original
guidance for 2015, amid strong growth in
customer numbers in the US.
Source: https://next.ft.com/content/01ffbe36-db92-11e5-9ba8-3abc1e7247e4
LHBS // T-MOBILE UN-CARRIER RESULTS

30. UNDERSTAND TODAY. SHAPE TOMORROW. 30Source: T-Mobile Investor Factbook Q2 2016
In the second quarter of 2016, T-Mobile
added 1.9 million net customers, making it
the 13th consecutive quarter with over 1
million net adds.
LHBS // T-MOBILE UN-CARRIER RESULTS

31. UNDERSTAND TODAY. SHAPE TOMORROW. 31
Bringing T-Mobiles total customer count
to 67.4 million and making it the fastest
growing wireless company in America.
LHBS // T-MOBILE UN-CARRIER RESULTS
Source: T-Mobile Investor Factbook Q2 2016

32. UNDERSTAND TODAY. SHAPE TOMORROW. 32
$9.2 billion in total revenues could be
generated in the second quarter of 2016,
an increase of 12.8% YoY, with a net profit
of $225 million.
LHBS // T-MOBILE UN-CARRIER RESULTS
Source: T-Mobile Investor Factbook Q2 2016

33. UNDERSTAND TODAY. SHAPE TOMORROW. 33
12.1% growth in service revenue
and 36% growth in
Adjusted EBITDA year-over-year
LHBS // T-MOBILE UN-CARRIER RESULTS
Source: T-Mobile Investor Factbook Q2 2016

34. 34UNDERSTAND TODAY. SHAPE TOMORROW.
SUMMARY
LHBS // T-MOBILE UN-CARRIER

35. UNDERSTAND TODAY. SHAPE TOMORROW. 35
A HOLISTIC
APPROACH
TO PROVIDE
CUSTOMER
VALUE
The Un-Carrier initiative of T-mobile US goes far beyond a
traditional rebranding. The company transformed their customer
value proposition and translated it in to concrete offers.
At LHBS, we use Customer Value Canvas to identify and develop
Customer Value Propositions and its implications for product,
service, experience and communication. We experienced that this
holistic approach helps our clients to define and create value for
their customers.
The following model illustrates how T-mobile defined their Un-
Carrier Customer Value Proposition and translated it into actions
for products, services, experiences and communication.
SUMMARYLHBS // T-MOBILE UN-CARRIER

36. UN-CARRIER
CUSTOMER VALUE CANVAS
LHBS // T-MOBILE UN-CARRIER

37. Customer Value Canvas
CORE PRODUCT
How might your Customer Value Proposition inspire or impact the performance or quality of your product?
ADDED VALUE SERVICE
How might your Customer Value Proposition inspire or influence additional services to simplify or enhance that create added
value around the consumption or usage of your product?
COMMUNICATION & TOUCHPOINTS
How might you create communication that delivers your Customer Value Proposition
and not just promises it? Content instead people seek out rather than avoid?
SHOPPING EXPERIENCE
How might your Customer Value Proposition inspire a smoother, more pleasant
customer experience in your omnichannel touch points.
CUSTOMER
VALUE PROPOSITION
A clear, concise and compelling articulation of how the needs that
are important to the customer are satisfied by the company.
T-mobile US LHBS Berlin 10/16 V 1.0
Designed for: Designed by: Date: Version:
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
- Data Stash
- Personal Network
- No Contract - “Simple Choice”
- Free Global Roaming
- Binge On
- Fastest LTE
- Music Freedom
- T-Mobile ONE
- CEO as essential part of communication
- Apple like events for launches
- Black/White/Magenta visual look
- Strong product focus / less metaphors in advertising
- Humor and irony in communication
- CEO acts as consumer spokesman and challenges
industry conventions
- Contract Freedom
- Contract Freedom B2B
- Test Drive
- Unleashed iPhone
- Jump!
- Jump! On Demand
- T-Mobile Tuesdays
Liberation from category
conventions by emphasising:
Simplicity
Fairness
Value

38. 38UNDERSTAND TODAY. SHAPE TOMORROW.
Get in contact with LHBS
to learn more about
the Customer Value Canvas
www.lhbs.com
LHBS // T-MOBILE UN-CARRIER CONTACT

39. Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der
LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unauthorisierte Nutzung,
die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet.
LHBS Consulting Berlin GmbH
Köpenicker Straße 154
10997 Berlin Germany
IMPRINT
UNDERSTAND TODAY. SHAPE TOMORROW. 39
www.lhbs.com
THANK YOU
LHBS // T-MOBILE UN-CARRIER