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CES Feature Articles

January 07, 2010

T-Mobile: This Should Be Your Time

Listening to all the discussions about the new phones at CES, I was struck how many times T-Mobile was mentioned as the de facto carrier for Google’s Nexus One, Microsoft’s new phone and past announcements by Motorola (News - Alert), Samsung and T-Mobile itself.

It occurred to me that T-Mobile marketing is not hitting the sweet spot and the TV ads are not even approaching this message.
What follows are a few suggestions.
You have become the home of almost every smartphone in the market, and yet you are a throw away line. You should have Catherine Zeta-Jones take that boy out of his house with the fireplace and into your store to see that when it comes to smartphones, you are the place.
Secondly, you have the whole “T” thing going on in Europe, and your coverage at international airports is not so hot. Find a strategy, move back up from the femtocells to the pico cells and get some great coverage. Better yet integrate the picocell with kiosks dispensing prepaid SIM chips and show us all who really is 3G GSM
Third, Poor Nokia (News - Alert) has not had a real part for the E and N series in the United States. Help them add to your smart portfolio. You could even enable a pre-owned market for the Europeans who are trying other phones.
Fourth, With AT&T’s (News - Alert) adds that blended all the names, why in the world did you not have Catherine Zeta Jones at least watching herself in “The Terminal” from various locations around the world.
Finally, be the first to bring the mandatory roaming application of Europe to the United States, especially do it for the iPhone’s (News - Alert) that are visiting.
To find out more about AT&T, visit the company at the 4GWE Conference, where AT&T officials are speaking. To be held Jan. 20 to 22 in Miami and collocated with ITEXPO East 2010, the 4GWE Conference will focus on the realities of deploying 4G technologies and delivering broadband wireless applications to a growing community of wireless broadband consumers. Don’t wait. Register now.

Carl Ford (News - Alert) is a partner at Crossfire Media.

Edited by Michael Dinan

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