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Verizon dominates Black Friday, but T-Mobile disrupts Cyber Monday

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As with most brands, Black Friday and Cyber Monday are critical to the Big 4 Wireless Carriers (AT&T, Sprint, T-Mobile, and Verizon Wireless). This year, each carrier touted a number of new offers – some of which were exclusively online. How well did they do, and which offers stood out?

To answer this, Millward Brown Digital looked at how shoppers engaged with each of the Big 4 Wireless Carrier sites during the 2014 holiday shopping season, in terms of site visits and number of orders. Not surprisingly, Cyber Monday (Dec. 1) brought more online shoppers than Black Friday (Nov. 28), although both days saw over 50% more traffic than the November daily average.

Verizon Wireless had the most traffic on both days, but only brought in the most orders on Black Friday. T-Mobile came out swinging on Cyber Monday, producing an offer that was both clever and successful – resulting in the most orders that day.

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The offer was a $100 discount on an iPhone 6 with 64GB. The deal itself states that shoppers who purchased an iPhone 6 with 16GB at $199 would automatically be upgraded to an iPhone 6 with 64GB at no charge, a $100 value.

At a time when the latest iPhone has been an extremely hot commodity, the timing of this offer was certainly in line with T-Mobile’s nearly 2-year “Uncarrier” event, in which it “disrupts” the industry by breaking from traditional carrier offers and services. That strategy has worked very well, allowing T-Mobile to achieve growth at the expense of its competitors.

Of the four competitors, Sprint has seen subscriber losses for much of 2014, but it might be attempting to take drastic measures. Last week, Sprint announced a new offer in the same vein as T-Mobile’s disruptive activity: launching a “Cut your bill in half” event in which customers of other carriers can upload their bill to Sprint, and Sprint will offer them similar services at half the cost. It’s an enticing offer, with Sprint relying on recent messaging about its improved network to combat long customer complaints about connectivity to bring those customers back while engaging new ones.

Will Sprint be successful with this type of promotion, as T-Mobile has? Check back to the Compete blog in a few weeks, when we’ll use our online consumer behavior data to look at engagement with the offer and determine whether or not consumers are making the switch!


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