Magazine article Marketing

Marketing Mole: We'll Call You - T-Mobile

Magazine article Marketing

Marketing Mole: We'll Call You - T-Mobile

Article excerpt

By calling on the very day when a T-Mobile store was closing and preparing to move in with Orange, Mole might have expected the conversation to be tense ...

Mktg: Hi, I heard that you were closing today. I wanted to come and upgrade my phone.

T-Mobile: We are closing in one hour, but will open tomorrow five doors down the street as an Everything Everywhere store.

Mktg: Sorry, what does that mean? Can I come in to upgrade my phone tomorrow?

T-Mobile: Yes, that's no problem. We are opening a shop with Orange tomorrow, and we'll be called Everything Everywhere.

Mktg: How will that work exactly? How will I know which are the T-Mobile people?

T-Mobile: All the T-Mobile staff have been retrained about Orange products, and all the Orange staff about T-Mobile's. If you give them your details they will be able to find out which network you're on.

Mktg: What is it called again?

T-Mobile: Everything Everywhere.

Mktg: Not as easy as T-Mobile.

T-Mobile (Laughs.): It will still be T-Mobile and Orange, and we will compete, but we are now owned by the same company.

Mktg: What if all the T-Mobile customers go to Orange? …

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