Last week, John Legere, CEO and president of T-Mobile US, pleased us with his funny annual holiday video, this time featuring a chorus singing and taking shots at AT&T, Verizon and Sprint – aka competition. Today the business executive surprised us with another video, this time putting him in the kitchen, baking un-carrier cookies. Instead of pin pricking the competition, Legere focuses his ad on T-Mobile customers and employees, but also teases rivals a little bit in the end.
During the 2 minutes and 20 seconds piece, he highlights the achievements T-Mobile did in this year, thanks to the Un-Carrier initiative. He mentions their 4G LTE network coverage that now reaches more than 300 million people and the winning of the J.D. Power customer care award. Legere also highlights that T-Mobile got 28 million new customers since Un-Carrier started in 2013. The teasing part comes more to the end, as the business executive shows two cookies, one with AT&T's logo looking like a Death Star, and another with Verizon's logo with a red line, saying that he plans to send them to Randall [Stephenson] and Lowell [McAdam], AT&T and Verizon CEOs, respectively, because "after all, it is the Holidays season, and everyone deserves a little holiday cheer", completing with some harsh words.
Indeed, T-Mobile has been shaking up their services and offerings in the last few years, including unlimited music streaming on selected services such as Spotify, Pandora, Apple and Play Music, Soundcloud and others, and the more recent BingeOn, which offers free unlimited video streaming from Netflix, Hulu, Crackle, Vevo, MBL and several other video services. These measures have seen results and T-Mobile has been getting more than 1 million post-paid customers for five quarters in a row, with more than 2 million customers added in the last quarter. However, customers and network usage cost money, and T-Mobile actually loses $0.39 per each customer, while both AT&T and Verizon still profit a lot.
Of course, strategy takes time to show results and in the meantime you can watch the full video below and have some fun with John Legere teasing the competition with his Un-carrier treats for the Holidays.