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Wunderman Thompson Seattle


Mobile on the Fly

People need to be connected where they’ve been neglected

    In the mobile network carrier world, reducing customer turnover is the name of the game. In fact, .1% of market share can mean a difference of $339 million to the bottom line. So acquiring customers is one thing, but keeping them happy is our full-time job.
  2. WORK

    Don’t just give customers better communications. Give them a better network experience. In the age of ubiquitous smartphones, we’ve never been more connected. Yet, there was one place where we all had been prevented from reaching out to loved ones or business associates—on a plane. So we introduced “Mobile on the Fly,” the first-ever branded utility of its kind from a mobile carrier. While other carriers bickered over “me too” coverage on the ground, we introduced the technology to give customers free texting and Internet coverage where they needed it the most—at 30,000 feet.

    • Every T-Mobile customer could text, surf, and check voicemail while in the sky—for free
    • Helped increase customer satisfaction and reduced turnover from 1.73% to 1.27%, a reduction of 46 basis points

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