Target Markets and Positioning
T-Mobile's plan will target the millennial and younger generations, predominantly in urban and suburban areas. This target market is definable enough that the company can develop promotional campaigns for it. The key element in this market is the way that these two generations work with technology. They are the most digitally-engaged market and are driving smartphone usage (Lipman, 2017). They are the most mobile-forward generations, having essentially come of age in the digital age and in the mobile age respectively. These markets are heavy data users, but not so attached to the phone aspect, something that can be built into the promotional plans. T-Mobile will position itself as the mobile company for youth, the one for people who live mobile,.
Product Strategies
The way that T-Mobile structures its plans will determine, ultimately, how appealing the company is to this market. This is the most desired market in the industry, but the reality is that the target market uses data differently, more as an integral part of their lives. That means that the plans have to incorporate the latest smartphone technology, app usage, data usage and mobile usage statistics. The plans should also be priced in line with this – basically offering data-heavy plans at reasonable prices, with solid discounts on the phones that most appeal to this target market. T-Mobile will basically have to develop plans that undercut some of the major competitors, and give this target market the mobile, digital freedom that it needs (Nielsen, 2016).
The focus on urban and suburban companies...
References
Investopedia (2017). Penetration pricing. Investopedia. Retrieved December 1, 2017 from https://www.investopedia.com/terms/p/penetration-pricing.asp
Lipman, A. (2017). 5 interesting facts about millennials' mobile app usage from the 2017 US mobile app report. Comscore. Retrieved December 1, 2017 from https://www.comscore.com/Insights/Blog/5-Interesting-Facts-About-Millennials-Mobile-App-Usage-from-The-2017-US-Mobile-App-Report
Nielsen (2016) Millennials are top smartphone users. Nielsen. Retrieved December 1, 2017 from http://www.nielsen.com/us/en/insights/news/2016/millennials-are-top-smartphone-users.html
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