MERCADEO Versión en español
Ximena Cuevas of T-Mobile: Mobile Without Borders goes to the Total Market
10 de julio de 2015
Ximena Cuevas, directora sénior de Mercadeo de T-Mobile
Ximena Cuevas, T-Mobile senior marketing manager explains that for the launch of the plan Mobile Without Borders they have used the Total Market strategy. In an interview with PRODU, she says the essential goal is to let users understand that their phone works in an entire continent: Canada, the US, and Mexico.”The main goal is for people to know about the plan and that we put an end to borders with this new phone service. To make it known, we are using the Total Market strategy, and will then focus on each audience. As for the Hispanic market, we are focused on Mexicans, because the plan covers Mexico.” She explains that the challenge in the last two years has been to always be aware of consumer needs and offer the products they require. Millennials are an important goal for T-Mobile. “Our advertising tone is much more direct. It consists of calling a spade a spade. This is the type of communication that Millennials want. Most of our campaigns address Millennials.” The plan Mobile Without Borders expands the mobile network coverage to the entire North American continent. Calls to fixed or mobile phones, text messages and 4G LTE data will not originate extra charges for clients, no matter which of the three countries in the region (US, Mexico, and Canada) they are in.This way T-Mobile becomes the first continental mobile company.
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