Introduction
T-Mobile is a company that sells mobile Internet service, video, and social media, which are also its main products that are on demand. The company has been successful in the industry and has been able to beat the competitors who include Verizon. The CEO who is John Legere attributes the success to his unique way of handling his customers. As a CEO, he often uses the social media such as Facebook and Instagram to reach them, even though the method is considered to be unconventional. Its competitors often find themselves in the game of catching up with the company.
Competitive Advantage
The company gains competitive advantage through various ways that include increased marketing so that more people can know about the company and its products. In addition, the company has been able to gain a competitive advantage over its competitors through offering smartphones that are in high demand such as iPhones and also by operating a network that is considered to be in a better position to handle the growth of data as compared to those of its competitors who include AT&T and Verizon networks. In other words, the company sees an opportunity and takes advantage of it. It is not afraid of taking risks to satisfy its customers. In addition, the company offers zero-rating specials like Binge-On that allows the users to stream unlimited music and video content without it increasing their data allotment in a month. Finally, the company gains a competitive advantage because of the leadership style that is being offered by its CEO that has made it have a steady growth to the extent that it even outperforms its competitors even though all use the same marketing strategies that include giving offerings.
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John Legere Leadership style
From the time that John Legere became the CEO of T-Mobile, the company has seen steady growth. His leadership style is considered to be somehow disruptive in the industry. The competitive and disruptive offerings that have been allowed by the leadership are seen to continuously eat into the bases of rival carriers such as AT&T, Sprint, and Verizon. For example, an estimated 911,000 post-paid customers have added in T-Mobile in the fourth quarter of 2016 because of its strategies and the largest share of customers came from AT&T and Verizon. Even though the company gives the same offerings as its competitors, it still outperforms them, which can only be attributed to the leadership style. His leadership style is transformational which is evident from the fact that he has been able to transform the company into a success. He takes charge of using new methods to engage with the customers and even his critics. The strategy that is taken by T-Mobile clearly demonstrates the way companies that are smaller can suddenly disrupt the markets.
Lessons learned with descriptive observations
From an analysis of T-Mobile, there are lessons that can be learned including the importance of developing and maintaining a brand. An observation of the CEO of the company clearly shows that he mainly wears clothes that have the T-Mobile logo or which have the magenta color. It means that he is proud of the brand and through his action, he is even able to further market the company’s brand.
The second lesson is the importance of leaders to be easily accessible as seen in the case of Legere who has been able to have a big social following on Twitter, Instagram , and Facebook. In addition, he is not afraid of occasionally engaging in Twitter fights. Consumers are usually appreciative of companies that actively engage with them because they get the opportunity to inform the companies of their needs. The open nature of CEOs is also appreciated because it shows authenticity, which in turn, benefits the company.
The third lesson is for companies to always try to make changes according to the needs of the customers. T-Mobile was the first wireless provider in the United States to stop the two-year contract and decrease the global roaming fees. Even though the company started the option, other companies followed. As an entrepreneur, it is vital to understand the needs of consumers and offer then things that would benefit them. Meeting the needs of consumers helps in keeping current consumers happy in addition to attracting new consumers from the competitors. Finally, companies should not be afraid of disrupting the industry because changes that are valuable are usually rewarding.
Conclusion
The company has been successful in the industry and has been able to beat the competitors who include Verizon. The CEO who is John Legere attributes the success to his unique way of handling his customers. His leadership style is transformational which is evident from the fact that he has been able to transform the company into a success. Lessons learned include the importance of developing and maintaining a brand, the importance of leaders to be easily accessible, and the importance of making changes according to the needs of the customers.
