T-Mobile CEO John Legere's pro-consumer attitude paying off, according to latest BrandIndex report

T-Mobile CEO John Legere's pro-consumer attitude paying off, according to latest BrandIndex report
T-Mobile CEO John Legere is doing something right. The latest YouGov's BrandIndex shows that T-Mobile has tied Verizon as the carrier providing the best value for U.S. consumers. Since the beginning of the year, T-Mobile's value score has been steadily rising, while Verizon's has been recently declining. AT&T's score has been dropping sharply.

The most innovative of the four major carriers has been T-Mobile, and it's pro-consumer bent has paid off, according to the BrandIndex charts. Those planning on leaving their current carrier in the next six months, were asked to name the carrier they plan on switching to. Three years ago, T-Mobile was dead last with Verizon well in front. Now, T-Mobile is on top, selected by 16% of those who responded to the survey. AT&T was chosen by 15%, while 12% picked Verizon. Dead last was Sprint, selected to be the next carrier by only 5% of those surveyed.

T-Mobile's Un-carrier initiative has led to the nation's fourth largest carrier ending subsidized pricing and the two-year contracts that go with them. T-Mobile also said it will reimburse the ETF charges imposed on customers of other carriers who bolt for T-Mobile before their contracts have expired. The carrier also removed roaming charges for customers receiving data on international visits. Thanks to its CEO, widely perceived to be pro-consumer, T-Mobile has been adding new subscribers every quarter and is surging to the top of these BrandIndex charts. It also helps to have the fastest LTE network in the U.S.

It seems that the American public is hearing T-Mobile's message, and who knows where the carrier will be three years from now.

source: BrandIndex via BGR



6. wumberpeb

Posts: 453; Member since: Mar 14, 2011

Sprint's brand image is shot... Completely shot. Unlimited data is not enough anymore to entice anyone to switch, they need SOMETHING and SOON

9. downphoenix

Posts: 3165; Member since: Jun 19, 2010

They just recently matched T-mobile's ETF/trade in offer of up to $650, except that it also includes equipment leases in addition to the regular 2 yr contracts (They would pay up to $350 of the equipment lease costs). That will help some, but if they dont improve thier services, it wont mean much.

5. zachattack

Posts: 621; Member since: Jul 31, 2013

Did the writer of this article draw that graph themselves? T mobile is just as expensive and you get less service. Also, I hate this guys trolly face

7. Havok125

Posts: 10; Member since: Apr 05, 2012

I agree with you, I just left their subpar service and went back to AT&T. They increased they unlimited plan by $10 and their reasoning is because they increased the hotspot data to 5GB. I personally don't use that much hotspot so it was not a plus for me. Also, they eliminated their employer discounts for customers and instead giving a $25 gift card towards a new phone. I was receiving 15% and over 24 months that more than a $25 gift card. I'm back with AT&T and happy with my fast speeds and consistent coverage. I know everyone has different experiences but if I'm gonna pay the money I want the network to work when I want it to work.


Posts: 1461; Member since: Mar 09, 2010

The consumer wants value rather than to have money ripped out of your pocket while receiving less

2. D.Aceveda

Posts: 454; Member since: Jun 30, 2012

Good news

1. roscuthiii

Posts: 2383; Member since: Jul 18, 2010

Yep... I'm teetering on the T-Mo' fence. If VZW pushes me off my grandfathered unlimited data, or if T-Mo' significantly increases their US network footprint (I do a lot of travelling; I need to know my phone will work wherever I go.) I'm definitely jumping ship to Big Magenta.

4. genkidama20

Posts: 52; Member since: Feb 10, 2012

If you want a subsidized VZW phone, you'll be forced off the unlimited data. Otherwise, if you can afford a $600 phone out of pocket, then you can probably keep it. Happened to me, so I jumped ship after being with VZW for over 14 years. Of course, these days they have great prices for quality smart phones, so you may not have to pay $600 out of pocket.

8. tuminatr

Posts: 1189; Member since: Feb 23, 2009

my 10 cents on this one, I have a verizon for work and a sprint personal phone. I worked for T-mobile for about 6 years and where I live (the midwest) verizon works everywhere and no one else comes close YMMV. My sprint works good except in half or north and south dakota where is makes phone calls but NO data connetion. Here is my advice if you are not the guy that always needs the newest phone buy and sell used keep your plan. I bought my galaxy note 3 off craigslist made the guy meet me at the sprint store to activate (my personal line) and sold my galaxy s4 on ebay for $400 so it esencailly cost me nothing. Oh and I got the s4 by trading my note 2 for the s4 and had the person give me $100 to make the trade. I have been thinking about a galaxy s5 and I looked on ebay my note 3 goes for between 550 and 600 so I could sell it and even buy a s5 at full retail if i want. make a trade once or twice a year and basically pay nothing.

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