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October 4, 2006

T-Mobile "Stick Together" gets more

Posted by Tricia Duryee at 2:06 PM

William Ho, an analyst with Current Analysis, e-mailed me regarding my Monday story on T-Mobile USA, which detailed how the company was ditching its spokeswoman, Catherine Zeta-Jones, in favor of a people approach. Itl also its replacing its tagline, "Get More," with "Stick Together."

In the story, Tole Hart, an analyst with Gartner, said he wasn't sure why T-Mobile was changing its marketing approach since its celebrity campaigns have been successful.

He said: "It's a shift in terms of the marketing message. You only hear so much about them [T-Mobile]. I thought celebrities gave them some notoriety. We'll see what happens; I liked their existing strategy."

Ho said he disagreed. A people approach, he said, fits better with what T-Mobile is doing, including the launch of myFaves -- a service that allows unlimited calling to five people.

"MyFaves is complementary to what they're doing/trying to do in terms of youth and family focus," he wrote. "The spokesperson strategy did get T-Mobile traction and attention for sure. I even have e-mail debates with one of my colleagues on this with one guy favoring keeping [Zeta-Jones]. So we'll see down the road on who is ultimately right."

He said the upcoming release of "T-Mobile@home," a service that allows you to roam on to a Wi-Fi network when in your house to ensure better coverage, also fits with the people approach.

"The impending launch of T-Mobile@Home fits in to that whole keeping connected/sticking together to your 'community' messaging," he said. "This adds value to T-Mobile as a carrier."

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Tricia Duryee
Tricia Duryee
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