T-Mobile US (NYSE:TMUS) CMO Mike Sievert said that the No. 4 carrier targets rival ATT Mobility (NYSE:T) the most in its advertising because, he claimed, ATT has the largest pool of dissatisfied customers.
“They (ATT) combine two things: being big and being bad,” Sievert said during an appearance with other T-Mobile executives at the Goldman Sachs Communacopia Conference. However, in August J.D Power said ATT outscored all other full-service wireless providers for “the overall customer service experience measured across its retail stores, online, and call centers.”
T-Mobile CTO Neville Ray also noted that it’s relatively easy for ATT customers to switch over to T-Mobile because both carriers operate GSM-based networks.
Sievert also offered a thinly veiled criticism of rival Sprint (NYSE:S), which has maintained its unlimited smartphone data plans as a key differentiator. Sievert said certain competitors have “bet the farm” on unlimited data service, and he said that such a move is