T-Mobile faces an uphill battle in subscriptions

LAS VEGAS, USA: T-Mobile is taking aim on the family plan subscribers at AT&T, Verizon Wireless and Sprint, but faces an uphill battle. The Strategy Analytics report, "T-Mobile vs. AT&T and Verizon Wireless in the Fight for the Family Plan-Wait, Make that Sprint's Family Plan," claims that only 11 per cent of subscribers on shared data family plans at Verizon Wireless or AT&T would be likely to switch providers in the next year, based on recent survey data.

"Las Vegas has seen its share of famous fights, and this week at CES heavy weight defending champion AT&T (which shares the title with Verizon Wireless) dukes it out with mid-weight challengers T-Mobile US and Sprint in the battle for the family plan," states Susan Welsh de Grimaldo, Director, Wireless Operator Strategies at Strategy Analytics, in a blog on the family plan competition. "Sprint and T-Mobile are attacking the core source of scale at Verizon Wireless and AT&T - the family plan subscribers- but these are the most loyal customers in their base so we don't expect mass movement fast."

Phil Kendall, Director, Wireless Operator Strategies, adds, "T-Mobile outpaced its competitors on improvements in churn and gross additions in recent quarters. Aggressive competition in the US mobile market will escalate in 2014 with focus on expanding 4G LTE networks and cut-throat promotions."