1. Brand Management Program

4. Use of color in logo make brand recognizable

7. Brand Elements Logo: URL: www.tmobile.com Slogan: Celebrity support: Commercials: Catherine Zeta Jones YouTube: partnerships with NBA (Charles Barkley, Dwayne Wade, Dwight Howard) For MyTouch: Avril Lavigne, Eric Clapton, many others Jingle:

10. West

11. South

12. East coast

13. Improved coverage in:

15. Plans What did we learn here? Don’t fix what isn’t broken. 40-50% below competition is OK right now.

16. Current distribution: Web tmobile.com Amazon.com Third-party vendors (wirefly.com, target.com, etc.) T-Mobile brick & mortar retailers Third-party dealers Mall kiosks Target Best Buy Place More stores = More T-Mobile Partnerships are good for business, but we must maintain brand consistency by: Thorough product training Consistent signage Consistent selling message

17. The top four mobile service providers (including T-Mobile) are stuck. If one provider does it, the others follow. Promotion This applies to: Advertising Plan Rates Phone options Promotions It’s time for something different.

18. Increased and improved coverage throughout United States: More towers Form service partnerships Monitor internet “chatter” Respond to complaints Use “bad” experiences for better customer service training Say “THANK YOU” to positive reviews and loyal customers. ServiceRecommendations Take-Away: Listen to our customers Fix what is broken Always say “THANK YOU”

20. Current T-Mobile customers will receive a text through their phone for a writing contest:

21. Submit a T-Mobile focused blog

22. Winner receives free service for a year & becomes T-Mobile’s “product-in-action” tester

23. Create community “app”:

24. Application helps users find daily events in their community

25. Can be all events or specific interests.

26. Available only to T-Mobile customers.What is this doing for us? Building a T-Mobile COMMUNITY

27. Increased web presence Create viral videos for YouTube: Not your run-of-the-mill-this-is-our-TV-commercial-just-digital it’s: T-Mobile Candid Camera Just how hard is it to walk and text? Link to T-Mobile.com and Facebook Facebook & Twitter promotion: First 1,000 new, unique followers receive free service for a month. Promotion runs three different times until the end of the year. Promoted only first time through mobile marketing to current users. Promotional Recommendations For example: http://www.youtube.com/watch?v=itZ97tsDJLo Create positive, fun experiences

29. How many

30. New service subscribers?

31. Transferred service subscribers?

32. New phone sales?

33. Service upgrades?