Today’s Internet users are relying on their smartphones or tablets for quick and easy Internet access, rather than laptops and desktops. And no wonder. It’s simply more convenient and portable. However, those with tight finances haven’t always been able to enjoy the benefits of 4G connectivity. But this will all change with the announcement of T-Mobile’s reinvigorated challenger strategy. This offers more affordable options to cash-strapped customers. When subscribers to T-Mobile compare cell phone plans with those of other service providers, T-Mobile comes out on top as one of the most affordable cell phone carriers with reliable service.
With mobile devices increasingly imitating each other’s features, it’s the quality and cost of the service that will determine user choice. T-Mobile’s challenger strategy, outlined by CEO and President Philipp Humm recently, focuses on making 4G services affordable and establishing growth for the business by investing $4 billion on network modernization and 4G evolution.
"We want to be known for delivering the best value in wireless because of the advanced technology we deliver at an affordable price," Humm said. "Over the next two years, we’re prioritizing and investing in initiatives designed to get T-Mobile back to growth in the years ahead—beginning with the transformation of our network."
Over 90 percent of T-Mobile device sales in the fourth quarter were from 3G and 4G smartphones, and data usage as well as smartphone adoption continue to accelerate. This has prompted the telecommunications giant to improve its data services to keep loyal customers happy as well as attract new subscribers.
"Today we operate America’s Largest 4G Network delivering a fast and reliable 4G data experience with Evolved High Speed Packet Access (HSPA+)" T-Mobile Chief Technology Officer Neville Ray said. "Launching Long Term Evolution (LTE) next year lets us take advantage of technology infrastructure advancements and benefit from a more mature LTE device ecosystem, while continuing to meet the growing demand for data with a powerful 4G experience."
T-Mobile plans to deliver better performance and coverage to its customers by improving its 4G network infrastructure with "new antenna integrated radios on many of its cell towers." The company may even be the first carrier in North America to accomplish this feat.
These technological developments should give users access to much higher rates of data transfer, and a smoother user experience. For instance, they can produce significant improvements to battery life, and quicker wake-from-idle time. This will be similar to an always-on connection. That’s the sort of service mobile device users increasingly expect in a fully-connected environment.