ABSTRACT
Wireless carriers were ripping them off at every possible turn and cluttered the experience with fine print and poor customer experiences. The company became a crusader for better experiences, introducing a steady stream of experience enrichments, each reinforcing this new purpose and adding more benefits. In T-Mobile’s case, its CEO continues to be the Un-carrier’s biggest cheerleader, wearing the brand’s trademark pink T-shirt for every video appearance as he advocates for fairer, simpler experiences. T-Mobile continuously launched products, services, and experiences to embed themselves in the context of people’s lives, beyond the moment of purchase. And it used a strong purpose to guide the development and activation of these experiences. Experiences take many forms including new products, services, revenue models, as well as unique partnerships and promotions. Living experiences require shying away from big splashes and embracing ongoing micro-launches, placing small bets along the way.
