T-Mobile continues to gain market share business
The mobile carrier world is one in which established brands have been able to (successfully) use a slow-and-steady strategy to maintain their market share.
[Related: LG G4 Pro versus iPhone6S and Galaxy Note 5]
But T-Mobile wasn't always an established brand. It's initial strategy was to play the hare to the competitors' tortoise, solidifying its place as the third largest carrier in the U.S. (according to its own numbers) by breaking the rules.
Where other companies were making friends with customers' wallets, T-Mobile was doing its best to win hearts and minds: The globally-recongized brand was actually the first carrier to break the chains with no-risk, no-contract plans and upgrade packages that didn't require selling one's soul for new tech like the Samsung Galaxy S6.
Now the brand is still throwing around free data like there's an endless supply.
This and much more has contributed to T-Mobile's success being largely fan driven. Yes, it's a hulking global corporation but it's the hulking global corporation with which you might grab a beer.
The image it projects is no doubt calculated but is nonetheless relatable: When Legere tweets things like "@VerizonWireless’ new webpage begs you to come back. With geese. #nothanks #canyousmellthedesperation" it feels like he's inviting you to be a part of the cool kids club that his brand has become.
Its most recent reveal – #MobileWithoutBorders – is the latest in its quest to tempt subscribers away from bigger rivals, and it looks like a smart one.
With T-Mobile's own data showing that 35 percent of its customers' international calls and 55 percent of their roaming cut through Mexico and Canada, the choice to offer unlimited calls and texts to and from and even in those countries seems like a no-brainer. The plan also includes Wi-Fi calling and Music Freedom, T-Mobile's audio streaming service. Data Stash will apparently be added later this year.
It was probably inevitable that the brand's announcement was preceded by the kind of tweetstorm that defines Legere's signature style. He point blank asked Sprint CEO Marcelo Claure, "You mad bro?" after Claure tweeted, "I am so tired of your Uncarrier [email protected]#$%."
Mad or not, what competitor wouldn't be upset by a rival with legions of fans who are #UncarrierAmped and waiting to see what paradigm shifting promotion the brand will roll out next?
According to industry analyst Craig Moffett, there has been legitimate insider anger at T-Mobile for potentially creating a customer culture where gimmicks and freebies trump service. Those customers, however, don't seem to have spared much thought to the likes of Sprint or AT&T. T-Mobile added 2.1 million customers in the second quarter of 2015 – its ninth consecutive quarter in which it added more than 1 million customers.
Of course, those customers are a notoriously fickle bunch and T-Mobile does make it easy to defect, both to and from the carrier's network. Maybe the real secret of the brand's success is not each season's new deals but rather the simple fact that as brands go, T-Mobile is likeable.
[Related: Don't let competitors define your brand]
Its campaigns are relatable. Legere is (or appears to be) in the trenches with us, the people. He answers tweets. On Facebook, T-Mobile looks like all play and no work. Ditto for Instagram. Except that underneath the pretty pictures you'll find customer service happening in real time.
Chances are good that Moffett's predictions about other carriers having to scramble to keep up with T-Mobile's quirky approach to delivering wireless service will come true. AT&T is already rolling out its answer to #MobileWithoutBorders. But while its competitors are keeping up, T-Mobile is more than likely already one step ahead drafting the next big thing designed to get existing and new subscribers #UncarrierAmped.
Click here to read the latest edition of Business Review USA!
Intelliwave SiteSense boosts APTIM material tracking
“We’ve been engaged with the APTIM team since early 2019 providing SiteSense, our mobile construction SaaS solution, for their maintenance and construction projects, allowing them to track materials and equipment, and manage inventory.
We have been working with the APTIM team to standardize material tracking processes and procedures, ultimately with the goal of reducing the amount of time spent looking for materials. Industry studies show that better management of materials can lead to a 16% increase in craft labour productivity.
Everyone knows construction is one of the oldest industries but it’s one of the least tech driven comparatively. About 95% of Engineering and Construction data captured goes unused, 13% of working hours are spent looking for data and around 30% of companies have applications that don’t integrate.
With APTIM, we’re looking at early risk detection, through predictive analysis and forecasting of material constraints, integrating with the ecosystem of software platforms and reporting on real-time data with a ‘field-first’ focus – through initiatives like the Digital Foreman. The APTIM team has seen great wins in the field, utilising bar-code technology, to check in thousands of material items quickly compared to manual methods.
There are three key areas when it comes to successful Materials Management in the software sector – culture, technology, and vendor engagement.
Given the state of world affairs, access to data needs to be off site via the cloud to support remote working conditions, providing a ‘single source of truth’ accessed by many parties; the tech sector is always growing, so companies need faster and more reliable access to this cloud data; digital supply chain initiatives engage vendors a lot earlier in the process to drive collaboration and to engage with their clients, which gives more assurance as there is more emphasis on automating data capture.
It’s been a challenging period with the pandemic, particularly for the supply chain. Look what happened in the Suez Canal – things can suddenly impact material costs and availability, and you really have to be more efficient to survive and succeed. Virtual system access can solve some issues and you need to look at data access in a wider net.
Solving problems comes down to better visibility, and proactively solving issues with vendors and enabling construction teams to execute their work. The biggest cause of delays is not being able to provide teams with what they need.
On average 2% of materials are lost or re-ordered, which only factors in the material cost, what is not captured is the duplicated effort of procurement, vendor and shipping costs, all of which have an environmental impact.
As things start to stabilise, APTIM continues to utilize SiteSense to boost efficiencies and solve productivity issues proactively. Integrating with 3D/4D modelling is just the precipice of what we can do. Access to data can help you firm up bids to win work, to make better cost estimates, and AI and ML are the next phase, providing an eco-system of tools.
A key focus for Intelliwave and APTIM is to increase the availability of data, whether it’s creating a data warehouse for visualisations or increasing integrations to provide additional value. We want to move to a more of an enterprise usage phase – up to now it’s been project based – so more people can access data in real time.