Who in this class has T-Mobile as a cell phone provider? Who knows the CEO John Legere? Did you know he had an event #slowcookersunday that gives you the whole recipe and step by step?
This is John Legere, the amazing, almost Millennial CEO of T-Mobile. By Millennial, I mean he acts like one or almost sends a message he wants to be one. He has this incredible attitude and tries to dress, talk, and be like a millennial. At the end the majority of his customers are millennials. Since joining the company five years ago, T-Mobile stock has almost tripled. Growing from $20 per share to nearly $60. They have increased their number of customers from 33 Million to 70 Million in the same year span.
You can see from Q1 2013 to Q1 2017, almost all of John Legere’s tenure, the growth of subscribers. The growth rates were all higher quarter after quarter, except this last quarter where growth deaccelerated. The competition in this industry has always been one of the most difficult. Carriers merge, they acquire new companies, for example, AT&T and DirectTV, or Verizon and Fios. T-Mobile is only a carrier, only acquired Metro PCS a few years ago. This is why their only revenue comes from what we all know, phones, mobile, data, and phone provider.
They now have a partnership with Netflix. They are not only offering the streaming service but making a social media campaign and TV ads stating: #Netflixonus. They do give you Netflix for life. This partnership is going to make Millennials change to T-Mobile. At the end, Millennials spend more time streaming Netflix than watching TV. And they can do it from their cell phones (which T-Mobile sells the most)
Some great social media campaigns around youtube.com have reached millions of viewers. These are not only on youtube but also on TV, radio, Twitter, and Facebook. Again, were Millennials spend the most time. Some ads you can find below:
https://www.youtube.com/watch?v=ZjrjibyYCC0 – Babysitter – 2017
https://www.youtube.com/watch?v=23ZRWypu6lI Lemonade with John Legere
https://www.youtube.com/watch?v=Kg_4tX4XwI8 – Justin Beiber moves #UnlimitedMoves. Post your moves now. This last one also had a major social media impact and went viral. People posted moves and Beiber would choose the best and replicate. How cool would it be that Justin Beiber copied your moves?
T-Mobile had an idea for a merger with Sprint, this was going to maintain the #UnCarrier the #3 in the market, behind AT&T and Verizon. Regarding customers, they would have hit 130 Million. However, the merger dissolved. John Legere said in NPR “we have been clear all along that deal with anyone will have to result in superior long-term value for T-Mobile’s shareholders compared to our outstanding stand-alone performance and track record.” I think the merger would have come at a great moment, costs have fallen 13% in the past year. This due to unlimited plans such as T-Mobile’s and Sprints. The merger made sense, but you saw above what CEO John Legere said. No Value = No Merger.
Finally, #slowcookersunday, this is something he does for customers and just another way he interacts with everyday customers.
Also always tweeting on his clothes, socks, and #magenta shoes.
John Legere interacts with all T-Mobile customers every day, he talks bad about other competitors, and he actually tweets directly customers and to competitors like AT&T and Verizon. I leave you with some of his latest and best tweets.
If you are not a T-Mobile sbscriber, I suggets you look into it.