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Strategy report
TO: Proximity Mobile Team FROM: Justin Fox DATE: October 4, 2009 SUBJECT: T-Mobile with Android strategy analysis

Here is my T-Mobile strategy analysis. Although T-Mobile is not the dominate force in the mobile world, the introduction of Android and other services may help T-Mobile compete with other top mobile companies. It is unsure whether Gen Y has decided to choose other smart phone carriers or purchase a smart phone with T-Mobile. With the increase of popularity of the Android software and the introduction of T-Mobiles new HSPA+ Super 3G network, T-Mobile may be able to gain market share of Gen Y users. (Yahoo Tech)


 * Profile**

In 1994 the merger between General Cellular and Pacific Northwest Cellular created Western Wireless which grew into a PCS provider for several western and southwestern states as well as Hawaii. After a successful public offering by Western Wireless, VoiceStream Wireless was launched and then grew rapidly. In 2002 VoiceStream Wireless officially became T-Mobile USA, launching service in California and Nevada. In 2003 Robert Dotson was named the CEO of T-Mobile. (T-Mobile.com)

T-Mobile Reported 4.1 million new customers in 2008 and currently has 32.8 million customers at the end of 2008. In 2008 T-Mobile reported revenues of 21.8 million, a 13.5% increase from 2007. With the introduction of many 3G enabled phones T-Mobile has been able to increase its customer base dramatically in what has been a milestone year. (T-Mobile.com)


 * Competitive Landscape**

One primary force T-Mobile is using is the introduction and developing of the Android mobile operating system. Developed by Google, Android is exclusive with T-Mobile and offers the only open source software for Smartphones. By implementing this technology to many varieties of Smartphones T-Mobile hopes to gain market share in the Smartphone industry. (TimesOnline)

T-Mobile must compete with Apples iPhone and the RIM Blackberry while trying to gain ground in the popular Smartphone era. By using Android to offer software and technology Apple and RIM do not offer T-Mobile is optimistic that more Gen Y users will switch to their service. (TimesOnline)


 * T-Mobiles Strategy**

T-Mobile has recently introduced their new Super-3G HSPA+ Network. This 3G network is running on a trial basis in part of Philadelphia. This super 3G network makes other 3G networks look sluggish and with the right phones and hardware can compete with some 4G networks. If T-Mobiles super 3G can run as fast as Verizon’s new 4G network or sprints WiMax they may gain an advantage in the mobile world due to the fact that upgrading the 3G to the new super 3G is much more inexpensive than upgrading to an entirely new 4G network. If T-Mobile can take HSPA+ nationwide as they promise (and get HSPA+-compatible devices out), they're back in the speed wars in a big way – and Sprint's WiMAX folks, especially, should be looking a bit scared. (Yahoo- Tech)

Also by using Android T-Mobile will be focusing most of its main efforts to the creation of apps based on consumers demand. T-Mobile will spotlight their interest on creating innovations that benefit the consumer. Whether the consumer wants to use their phone to check their Facebook, contact friends, find gifts or to simply communicate. (MobileMarketer)


 * Gen-Y Implications**

Gen-Y is attracted to customization and speed. So far T-Mobile is attracting Gen-Y customers by costing less than most contract providers such as Verizon and AT&T. T-Mobile will need to continually advance their Smartphone technology, including Android, to attract Gen-Y consumers. If T-Mobile can successfully gain ground in the Smartphone world and maintain as fast or faster speeds with their competitors - they may be able to make a noticeable dent in the mobile world.


 * References**

Butcher, Dan. "T-Mobile outlines Android strategy at Mobile Internet World - Mobile Marketer - Associations." //Mobile Marketer - The news leader in mobile marketing, media and commerce//. 22 Oct. 2008. Web. 03 Oct. 2009. .

Lowenstein, Mark. "Is it time for T-Mobile to differentiate itself? - FierceWireless." //FierceWireless - Wireless Industry, Wireless Technology News, Wireless Security News//. 23 Sept. 2009. Web. 03 Oct. 2009. .

Rushe, Dominic. "Google Fails to Squeeze into Smartphone Market." //TimesOnLine//. 30 Aug. 2009. Web. 03 Oct. 2009. .

Segan, Sascha. "Hands-On With T-Mobile Super-3G HSPA Network by PC Magazine: Yahoo! Tech." //Yahoo! Tech: Reviews, help, and how-to advice for buying and using personal electronics : Yahoo! Tech//. 25 Sept. 2009. Web. 03 Oct. 2009. .

"T-Mobile Investor relations." //Cell Phones,Cellular Phone Plans,Prepaid Cell Phones,Free Cell Phones & Deals - Stick Together with T-Mobile//. Web. 03 Oct. 2009. .

Blog proposal
TO: Proximity Mobile Team FROM: Justin Fox SUBJECT: Blog Post Proposal DATE: October 26, 2009

I propose that we do our blog post on whether T-Mobile will be able to take away market share from other carriers with new innovations such as the introduction of the HSPA+ Super 3G network and implementation of Google’s Android software. This post can be used to attract clients who may be unaware of these new innovations in the Mobile world.


 * Rationale**

The introduction and implementation of these innovations will promote T-Mobile by: 1) Increasing the speed of their network for a cheaper price and; 2) offer the only open source software for Smartphones. By making these new products widespread and mainstream T-Mobile should be able to attract new clients and thus gain market share.


 * Sources**

I recommend that we organize our blog post around the following two sites. [] Differentiation strategies for T-Mobile

[] T-Mobile outlines Android strategy at Mobile Internet World

Report proposal
TO: Proximity Mobile Team FROM: Justin Fox DATE: November 23, 2009 SUBJECT: Proposal on report for T-Mobile

Although T-Mobile is not the dominate force in the mobile world, the introduction of Android and other services may help T-Mobile compete with other top mobile companies. With the increase of popularity of the Android software and the introduction of T-Mobiles new HSPA+ Super 3G network, T-Mobile may be able to gain market share of Gen Y users. I propose to write a report on how T-Mobile is positioning itself to make its technology a dominant force in the mobile world and how this will help attract new Gen-Y users.


 * Need**

T-Mobile must make full-size effort to gain ground in the mobile market due to the current state of the mobile world.


 * The iPhone and Blackberry are becoming dominant;


 * T-Mobile is currently losing market share in the Smartphone and Mobile industry.


 * New, more hip, Smartphone’s are being developed and the demand for them is high.


 * Faster and more innovating mobile technology is being embraced, especially by Gen-Y.

T-Mobile must compete with Apples iPhone and the RIM Blackberry while trying to gain ground in the popular Smartphone era. By using Android to offer software and technology Apple and RIM do not offer T-Mobile is optimistic that more Gen Y users will switch to their service.


 * Topics**

The proposed report, "T-Mobile Technology and their Future in the Mobile World," will cover the following topics:


 * New emerging technology in the Mobile World and how T-Mobile is reacting;


 * T-Mobile’s introduction and developing of the Android mobile operating system;


 * T-Mobile’s new Super-3G HSPA+ Network;


 * How T-Mobile will attract more Gen-Y users?


 * What the future outlook of T-Mobile entails;


 * Does T-Mobile have a respectable chance at gaining market share?

This report will also include T-Mobile’s current strategy in implementing their new technologies.


 * Sources**

Butcher, Dan. "T-Mobile outlines Android strategy at Mobile Internet World - Mobile Marketer - Associations." //Mobile Marketer - the news leader in mobile marketing, media and commerce//. 22 Oct. 2008. Web. 03 Oct. 2009. []

Butcher looks at T-Mobiles current strategy in regards to its Android Operating System. It also discusses the concern for what consumers are interested and what their needs are in the mobile world.

Lowenstein, Mark. "Is it time for T-Mobile to differentiate itself? “Fierce Wireless" //Fierce Wireless - Wireless Industry, Wireless Technology News, Wireless Security News//. 23 Sept. 2009. Web. 03 Oct. 2009. []

Lowenstein talks about T-Mobiles release and testing of their super 3G and how T-Mobile needs to differentiate itself in the coming years. It also talks about T-Mobile past failed attempts to gain popularity in the mobile sector.

Rushe, Dominic. "Google Fails to Squeeze into Smartphone Market." //TimesOnLine//. 30 Aug. 2009. Web. 03 Oct. 2009. [|http://www.timesonline.com]

Rushe discusses Google’s initial failed attempt to gain market share in the smartphone industry. It discusses the release of android in which T-Mobile plans to use as a key building block for their step into the future mobile industry.

Segan, Sascha. "Hands-On With T-Mobile Super-3G HSPA Network by PC Magazine: Yahoo! Tech." //Yahoo! Tech: Reviews, help, and how-to advice for buying and using personal electronics: Yahoo! Tech//. 25 Sept. 2009. Web. 03 Oct. 2009. []

Segan discusses how powerful T-Mobile’s super 3G network is compared to other similar 3G networks such as Verizon or AT&T. He mentions how much faster T-Mobile’s new 3G network is compared to its competitors.

"T-Mobile Investor relations." //Cell Phones, Cellular Phone Plans, Prepaid Cell Phones, Free Cell Phones & Deals - Stick Together with T-Mobile//. Web. 03 Oct. 2009. []

T-Mobile’s investor relations page discusses brief history of T-Mobile and a brief overview of T-Mobiles current and long term goals.

Team conference presentation proposal
//Conference Ideas//

1. Will Android make an impact in the Mobile World? 2. Will Verizon ever adapt the iPhone? 3. Can T-Mobile ever make a noticeable difference in terms of market share with introduction of super 3-G and Android based phones?

Sales letter and report prospectus
December 10, 2009

Mr. John Smith, Director of Marketing T-Mobile Corporation 50 E. California Blvd, MD 21876

Dear John:

I enjoyed talking with you yesterday at Proximity’s Next Generation Media seminar regarding T-Mobiles need to promote its brand to Gen Y consumers. Enclosed you will find a prospectus for the report I mentioned describing the Super 3G Service and the release of Android with T-Mobile. As you noted yesterday, T-Mobile feels that it must establish brand identity with Gen Y now in order to sell its products. I believe Proximity can work with you to devise a comprehensive campaign that uses on-demand media and social networking to achieve that goal.

We can provide you with customized survey and focus group results to help shape T-Mobiles image as a progressive company. Our faculty consultants can advise your sales force on how to position new products, and our production teams can make multi-platform ads that appeal to Gen Y. In addition, we have trained student marketers who can promote T-Mobile on social networks such as Facebook. Our research shows that using student representatives to friend social networkers is a far more effective strategy for reaching Gen Y than buying conventional banner ads.

I invite you and your staff to join us at Proximity’s  Towson   office for a special focus group session on T-Mobiles Gen Y brand image. After that session, you can meet with members of our group to discuss how Proximity can help you meet your marketing goals.

Sincerely, Justin Fox Associate Media Analyst **About Proximity**

Proximity is a Gen Y on-demand media strategy group. Its analysts know how to connect with their generation using campaigns designed for the new media landscape. Because it is associated with  Towson  University  , Proximity has immediate access to a large student population and the expertise of faculty who specialize in marketing and media research.

Proximity offers its clients a full range of services for developing and executing customized campaigns that can reach any segment of Gen Y. It regularly conducts on-line surveys and focus group sessions to keep marketers up to date on the social trends and emerging technologies that determine how this cohort communicates and what it purchases. Visit Proximity at www.proximity.edu to sample its research and see examples of successful campaigns.


 * __Prospectus__**

//**PROXIMITY reports** //    || || // connecting with Gen Y using on-demand media //    ||^   || **T-Mobiles need for Gen-Y recognition** Justin Fox  //T-Mobile new strategy in attracting Gen-Y consumers //   || //**__The problem__** //  T-Mobiles need to promote its brand to Gen-Y consumers  || //**__Proximity’s on-demand media solution__** // I  believe proximity can work with you to devise a comprehensive campaign that uses on-demand media and social networking to achieve that goal    ||
 * Available now at www.proximity.edu**