These analysts recommended T-Mobile followup to AT&T's A-List with the following:
• T-Mobile USA cannot stand to allow larger carriers to equal its myFaves number count as this jeopardizes its value-centric reputation. It should consider including unlimited messaging within its myFaves plans or consider increasing the number of myFaves numbers to greater than five to offer differentiation. On a portfolio basis, T-Mobile should make myFaves the flagship plan and discontinue the standard Individual plan portfolio as having a variety of plan portfolios may provide choice, but it can also confuse customers and sales representatives.
Good find Mystictrust. This is an excellent analysis. If T-Mobile would’ve have tried to follow this they would’ve been fine. Instead they did the exact opposite. Here’s what they could’ve done to implement the suggestion above, and see if this sounds better than what they are doing.
1) Take all regular individual plans and family plans and add MyFaves to them and do not increase the cost. Have a big advertising campaign saying T-Mobile now gives MyFaves to all it’s customers. Current customers with non-MyFaves plans would automatically get them.
2) Implement the suggestion to include all text messages sent to the Fave 5 to be included in the plan.
That’s it. Done. Now people are flocking like crazy to T-Mobile to get their MyFaves at lower prices. It’s also a lower price than AT&T & Verizon favorite plans are.
Also, you can eliminate half your plans because the older more expensive MyFaves plans would no longer be needed. So you still get plan simplicity.
For as long as I can remember when you went into the plan selection screen on T-Mobile.com, next to MyFaves 300 $39.99, it said “Our most popular plan.” (It doesn’t say this anymore---they must have felt guilty because they’re deleting it) So let’s understand this, their most popular plan, and they’re no longer offering it?
That would be like Toyota saying, we’re not going to make the Camry anymore! Eliminating MyFaves is going to rank right up there with the stupidest business decisions of all time.
I think they’ll at least bring it back as an add-on in a couple of months. But by then, it will be too late. This holiday season and earnings quarter will be lost. These Even More, Even More Plus plans are just plain hard to understand. First of all, why not give them better names that actually mean something. Like Contract Plans and No Contract Plans. That wasn’t so hard was it?
Then on top of that they’re advertising high prices! Look, if they had implemented the suggestion above, they could’ve advertised---Unlimited calls and texts to your Fave 5---$29.99 (because MyFaves would be available on the lower priced plan). Sounds pretty good right? Instead Catherine Zeta is on a poster that is advertising $69.99! And that doesn’t even include data! I drive around my town and I see MetroPcs advertising $30 unlimited talk and Cricket is advertising $40 for unlimited talk & text. Does T-Mobile seriously think that anybody is going to turn their head when they see $69.99. And on top of that, $69.99 is not even their cheapest price for that plan! They could’ve put the Even More Plus price $59.99 on that poster. Granted it’s only $10 less, but it just shows that T-Mobile execs aren’t even following the BASICS of marketing.
I’ll close in saying, that existing T-Mobile customers who have heard about these plans aren’t impressed. I can guarantee you when reps find out the true prices, after being hyped for at least 2 weeks that something BIG is coming, they will be extremely disappointed. And when they go to sell these new plans to people in their new black & white uniforms, it’s going to be even a bigger nightmare because all of the confusion the customer will have.