T-Mobile: Options for Every Hispanic Customer
In a highly competitive vertical market where the well-funded players are all making similar appeals to the Hispanic market, T-Mobile has consistently stood out as providing US Hispanics superior choices and benefits through its product platforms. Not only has T-Mobile spent big to make meaningful connections to culture via music and soccer, but they have clearly understood the diversity of the Hispanic market. Even for something as potentially commoditized as cell phone service, where the top players perform similarly in most major markets, having options that meet varied budgets and diverse needs is critical to hold significant market share among US Hispanics.
For years, T-Mobile has provided a greater degree of flexibility to its customers, often emphasizing the Hispanic market through their efforts. Along with standard options like family plans and unlimited plans, often at the most competitive pricing in the industry, T-Mobile also aggressively pursued the Hispanic consumer through additional channels:
- Perhaps their most shrewd move towards serving the Hispanic market came through T-Mobile’s merger with Sprint, another player enjoying success with Hispanic audiences through low-priced service and through their prepaid brands, Boost and Virgin.
- Metro by T-Mobile, headquartered in Texas, a more Hispanic-centric market than T-Mobile’s headquarters in Bellevue, WA, offers prepaid service plans at lower prices, appealing to the value-conscious consumer. Boost Mobile, which includes former Virgin Mobile customers, was formerly operated by Sprint, but in the 2020 merger with T-Mobile, was sold to Dish Network, though it still operates on the T-Mobile network.
- Walmart Family Mobile offers no-contract plans and an expanded retail footprint at Walmart (another brand aggressively courting Hispanic customers) for another service powered by T-Mobile.
- Similarly, in 2014 Univision Mobile was launched as a direct appeal to US Hispanic customers with families abroad. This venture eventually merged with Ulta Mobile in 2017.
In addition, T-Mobile’s emphasis on Millennial and Gen Z consumers organically lends itself to focusing more on the Hispanic market. Multicultural audiences in general, but Hispanics in particular, are significantly younger as a population, compared to their Caucasian counterparts.
On top of its distribution advantages, T-Mobile also offers unique and consistent rewards for loyalty, namely through its T-Mobile Tuesday program. This program offers exclusive freebies, sweepstakes, and other significant discounts provided by national brands every week for their customers.
In short, not only is T-Mobile advertising where the Hispanic market is, it’s physically placing its various options for engagement where that target consumer is, and then rewarding that engagement in ways unmatched by competitors. Clearly, T-Mobile has proven itself a leader in finding effective ways to connect with its Hispanic audience.
ABOUT UMG, LLC
UMG, based in Greenville, SC, is the first full-service Hispanic marketing, advertising, and event management firm in South Carolina. UMG helps companies connect with multicultural audiences through exceptional strategies, effective communications, compelling creative and measurable results. For more information about UMG, visit https://umg.agency.