The CEO of the struggling Canadian handset maker is upset with the carrier for its latest efforts.
Although aggressive traditional and mobile marketing is nothing new for T-Mobile, its latest strategy has caused a great deal of tension between it and BlackBerry.
The cellular service provider sent all of its BlackBerry using customers an email encouraging a switch to iPhone 5S.
This mobile marketing campaign didn’t take long to reach BlackBerry, where the news was far from welcome. Even its CEO, John Chen, was displeased, causing him to send a personal response to the promotion. He stated that “I can only guess that T-Mobile thought its ‘great offer for BlackBerry customers’ would be well received. T-Mobile could not have been more wrong”, in a post that he uploaded onto his blog.
Chen wasn’t the only one who was put off by T-Mobile’s mobile marketing strategy.
Despite the fact that the number of BlackBerry customers have been rapidly shrinking, to the point that they are barely a fraction of what they formerly were when they lead the market, its core loyal customer group is a very vocal one.
In response to the outcry, the Chief Marketing Officer at T-Mobile, Mike Sievert, expressed that “The passion we’ve seen from the BlackBerry Loyal over the past couple days has been amazing. I want you to know we’ve heard you.”
Chen added in his blog that he assured the disappointed and frustrated customers that they weren’t the only ones who were feeling outraged by T-Mobile’s strategy. He also pointed out that he was confused by the fact that T-Mobile didn’t even bother to speak with BlackBerry before going ahead and launching a promotion that was “clearly inappropriate and ill-conceived.”
T-Mobile has since attempted to make amends for its decision, offering a $200 credit for any customer who would trace in a working BlackBerry device, which will be bumped up to $250 if that credit is to be used against the purchase of a new BlackBerry Q10 or Z10 device. Clearly, this has greatly changed the tone of this mobile marketing promotion when it comes to that particular brand of mobile devices.
Company has plans to continue adapting to changes in the mobile world
T-Mobile has offered mobile devices to U.S. consumers for several years. The company has competed with others in the telecommunications sector by providing nearly identical services that consumers have either fund to be of little value or too expensive for their taste. As the mobile landscape has changed, however, T-Mobile has been positioning itself to play a larger role in the lives of its customers, both current and future. The company has done away with the service contracts that are common among its competitors while also offering to pay the termination fee associated with these contracts for anyone wishing to find a new mobile service provider. Now, the company is looking to establish a stronger presence in the mobile commerce field.
T-Mobile seeks to expand beyond Isis
T-Mobile has already entered into the mobile commerce space through Isis. Along with AT&T and Verizon Wireless, T-Mobile has invested heavily in the Isis platform, which has managed to acquire the support of most of the country’s major financial organizations as well as consumers. While Isis boasts of a great deal of promise, T-Mobile has plans that extend beyond that platform. The company has recently unveiled its Mobile Money service, which seeks to provide consumers with a new way to manage their finances.
Mobile Money service is available for free to T-Mobile customers
The Mobile Money service combines the use of a mobile application with a branded, prepaid Visa card. The service has no fees associated with it and provides consumers with a way to pay for products using their mobile device or a branded card. The service also allows consumers to add money to their prepaid Visa card by taking a picture of a check. The card itself can be used to withdraw funds from more than 42,000 ATMs located throughout the country. All of the service’s features have no fees and there is no minimum balance requirements associated with the branded Visa card.
Mobile commerce begins to play a bigger role in the lives of consumers
T-Mobile has plans to establish itself as a leader in the mobile field, and this involves establishing a stronger presence when it comes to commerce. In the past, the mobile space was primarily concerned with communication. As technology has advanced, however, consumers have begun using their mobile devices for shopping and managing their finances. T-Mobile is keen to adapt with the changes occurring in the mobile sector so that it can remain relevant to consumers.
