& cplSiteName &

Look Inside T-Mobile's 'Uncarrier' Transformation

Sarah Thomas
10/31/2013
50%
50%

SAN JOSE -- Digital Disruption -- T-Mobile has its vocal CEO John Legere to thank for its new attitude and marketing tactics, but the unsung hero of the uncarrier's transformation is actually inside the company: the IT department.

The Service Provider Information Technology (SPIT) changes T-Mobile US Inc. had to make were immense, as Melissa French, T-Mobile's director of IT marketing solutions, explained to Digital Disruption attendees here this week. That's mainly because they were starting from a place of complete disarray owing to AT&T Inc. (NYSE: T)'s failed takeover attempt in 2011. (See AT&T Drops Bid to Acquire T-Mobile.)

T-Mobile had the highest churn in the industry, and it wasn't attracting high-value customers. According to French, behind the scenes, it also had low employee morale and high turnover. The carrier was operating six major IT systems and a variety of shadow IT apps. It took six to 18 months to launch a new campaign and, since it didn't have the right employees, it would bring in contractors that took three months to get up to speed.

"Our methodologies were broken and our technology and people were not in a framework to be successful," French explained.

Then, John Legere came on board in September of 2012 donning a magenta superhero cape (at least how French made it seem) and radical ideas for change within T-Mobile. Everyone knows what came next: the Uncarrier strategy. (See T-Mobile's New CEO to Lead Challenger Strategy.)

As she described it, the Uncarrier strategy has so far has had four iterations:

Inside the Uncarrier
The Uncarrier strategy may have bolstered T-Mobile's image with consumers, but it caused a lot of problems on the backend, French said. She brought in Deloitte Consulting, which introduced guiding principles to T-Mobile as it undertook dramatic changes. These included to keep it simple, don't over-architect, and utilize inherent capabilities, according to Angel Vaccaro, principal for Deloitte Consulting.

A big part of T-Mobile's SPIT transformation necessitated bringing the IT department much closer to the business department. Rather than explain that they changed the backend to a service layer with APIs (which they did), they told the business team, "making this change will add one week of training. Is that okay?"

"Our job as consultants was to go to [the business team]," French said. "We understand where the bleeding edge is and what the benefits are, but in the end the business has to make the decision on how much risk, investment, and the time to market they want."

They also brought all their data into one place, including web, social media, network, and customer data. French said they don't have all the data they need -- for example, they only know 0.06 percent of their customers' Twitter handles -- but it's an ongoing process. And, as they add more data, it'll all goes into one common data-landing zone.

T-Mobile also tapped Deloitte's pre-configured SAP AG (NYSE/Frankfurt: SAP) management solution to converge its six CRM systems into one. But, French also made sure they had an out by keeping its old system up and running. She said she wouldn't contaminate the old system by integrating it with the new.

The result of T-Mobile's internal changes, according to the two women, include more empowered, engaged team members with more accountability, more work happening between the IT and business teams, reduced manual processes and work flow steps, and lower opex and costs to serve customers and generate customer loyalty.

"This project takes a lot of empathy and compassion for business users and IT," French said. "This is very hard… It's about getting the right software built that meets the right business needs with a quality bar that's been decided."

— Sarah Reedy, Senior Editor, Light Reading

(10)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
Sarah Thomas
50%
50%
Sarah Thomas,
User Rank: Blogger
11/4/2013 | 10:55:43 AM
Glitch in the system
Things don't always go right when you are making changes as big as these and as quickly. For example, a glitch, or "executional mistake" as it called it, in T-Mobile's system forced new customers to sign up for a $10 on-demand data plan for tablet purchases, which wasn't the promise with its free data offer. T-Mobile says it fixed the mistake, but shows how tricky back-office transformations can be.
Sarah Thomas
50%
50%
Sarah Thomas,
User Rank: Blogger
11/1/2013 | 11:41:44 AM
Re: List of to-dos...
Yeah, the IT talking the same language as business was kinda funny, but definitely necessary. Even when you call a help desk, they often talk you through all the behind-the-scenes issues in what seems like a different langauge, but you just want to know what it means for you and the bottom line. Both sides need to have some view into what the other does, but it helps to speak a common langauge.
F,Alpizar
50%
50%
F,Alpizar,
User Rank: Light Beer
10/31/2013 | 11:55:05 PM
List of to-dos...
Seems that they had a lot of work, done to the right direction.  All carriers have the same issues, and it's a nice list of to-dos:  

- Talk the same language of the businessmen

- Bring all your data to the same place.

- Keep a fallback strategy

- Empower your people

And a great one... compassion for bussiness users... something not common in IT.
milan03
50%
50%
milan03,
User Rank: Light Sabre
10/31/2013 | 12:25:11 PM
Re: the legacy question
indeed! Sprint had a year LTE head start on T-Mobile, but with their poor backhaul peak speeds are suffering.

T-Mobile on the other hand has fiber to 99% of their sites, but in many cases they underprovision their backhaul which is the gating factor especially in 10Mhz FDD LTE markets.
Liz Greenberg
50%
50%
Liz Greenberg,
User Rank: Light Sabre
10/31/2013 | 12:07:16 PM
Just what the customer ordered
I think that Legere et al are brilliant.  The "uncarrier" is not only a great marketing feat but also takes into account the frustration felt by many wireless customers who feel tied down and hamstrung by wireless companies and their artificial constraints.  It reminds me of the late 1970's and early 1980's when MCI and others encroached on long-distance and forced the then AT&T to make changes.  Disruption can be very good.
Sarah Thomas
50%
50%
Sarah Thomas,
User Rank: Blogger
10/31/2013 | 11:19:26 AM
John Legere,
Journalists love John Legere not just because he is a quote machine, but also because he enables the "people stories" we all love to write, like this one: http://mobile.businessweek.com/articles/2013-10-31/t-mobiles-john-legere-trashes-the-wireless-business-model
DanJones
50%
50%
DanJones,
User Rank: Blogger
10/31/2013 | 11:00:34 AM
Re: the legacy question
The LTE network has also been pretty speedy too. Remember Sprint started *before* T-Mobile.
Sarah Thomas
50%
50%
Sarah Thomas,
User Rank: Blogger
10/31/2013 | 10:47:42 AM
Re: the legacy question
Yeah, I bet so, and they really did move pretty fast once Legere came on board, so they probably couldn't afford to rip out the old system so quickly.
DOShea
50%
50%
DOShea,
User Rank: Blogger
10/31/2013 | 10:21:47 AM
Re: the legacy question
I wonder if they looked at the OSS migration troubles other carriers have had that led to customer experience disasters, like indie telco FairPoint's problems as it tried to absorb the Verizon properties is acquired several years ago. Totally different issue there, I know, but highlights whi a safety net might be necessary at least in the short term.
Sarah Thomas
50%
50%
Sarah Thomas,
User Rank: Blogger
10/31/2013 | 10:09:12 AM
the legacy question
I thought it was interesting that T-Mobile decided to keep its legacy systems on standby in case the new systems didn't work out. The topic of how to address legacy came up a lot at the show -- do you integrate with it, replace it entirely, or operate both? T-Mobile's decision seems smart because an entirely new system was needed, but it also seems like the expensive route to go to maintain both.
Educational Resources
sponsor supplied content
Educational Resources Archive
From The Founder
The independent evaluation of Nokia's key virtual network functions (VNFs) was a defining moment for the Finnish giant.
Flash Poll
Live Streaming Video
Charting the CSP's Future
Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it's going from two industry veterans.
LRTV Custom TV
Private Company of the Year - Affirmed Networks

6|27|16   |     |   (0) comments


At BCE 2016, Steve Saunders speaks to Hassan Ahmed about Affirmed's success.
LRTV Custom TV
Energy 2020: Growing Services, Not Consumption

6|24|16   |   07:18   |   (0) comments


Management of power requirements needs to be a key consideration as cable operators deploy new services, says Dan Cooper, vice president of critical infrastructure for Charter Communications and chair of the SCTE/ISBE Standards Program's Energy Management Subcommittee. In this video, Cooper discusses the importance of cable operators and technology partners ...
LRTV Huawei Video Resource Center
Huawei & TDC First to Launch DOCSIS 3.1 Trial in Europe

6|24|16   |     |   (0) comments


To meet the rising demands for high-speed broadband and to tackle fierce competition for 1.5 million household, TDC wanted to upgrade its network to use the latest technology. Using Huawei's DOCSIS 3.1 solution, TDC is now able to offer gigabit speeds to its customers.
LRTV Documentaries
OPNFV Summit: Key Takeaways

6|22|16   |   03:28   |   (0) comments


MANO shortfalls, an increasingly bloated open source ecosystem and the cultural challenges for network operators were among the key takeaways from the OPNFV Summit in Berlin.
LRTV Huawei Video Resource Center
Bringing Ultra Broadband to the South Pacific

6|22|16   |   7:55   |   (0) comments


At Singapore's UBBS 2016 summit, Light Reading speaks to Lim Chee Siong, Huawei's CMO in the South Pacific Region.
LRTV Custom TV
Juniper's NFV Platform

6|22|16   |     |   (0) comments


A telco cloud is a key enabler for service providers to deliver virtualized services to their customers. Juniper has a differentiated approach with an open and comprehensive NFV platform to build the cloud of the future for multiple use cases.
Women in Comms Introduction Videos
Infinera: The Glass Ceiling's Been Broken

6|22|16   |   4:34   |   (0) comments


Shannon Williams, an engineer by trade and now the director of sales for Infinera's major accounts, draws confidence from being a female in a male-dominated industry and hopes other women will too as industry dynamics swing in our favor.
LRTV Custom TV
RAD Demonstrates SD-WAN Functionality at BCE 2016

6|22|16   |     |   (0) comments


In conjunction with Versa Networks, RAD demos a joint solution for SD-WAN implementation. The solution uses RAD's ETX-2i, a vCPE platform integrating a powerful IP and Carrier Ethernet NID/NTU with a field-pluggable x86 NFV module that runs Versa's FlexVNF for SD-WAN functionality. The demo implements SD-WAN over a simulated service provider footprint by deploying ...
LRTV Custom TV
Radware on Virtualizing Network Security

6|21|16   |     |   (0) comments


Radware's Michael O'Malley highlights the benefits for service providers of virtualizing network security.
LRTV Huawei Video Resource Center
Huawei 2016 UBBS World Tour: Singapore

6|21|16   |   02:39   |   (0) comments


Highlights from Huawei's UBBS World Tour event in Singapore.
LRTV Custom TV
The FlowBROKER Solution

6|21|16   |     |   (0) comments


During a demo at the Big Communications Event 2016, Accedian director of product line solutions Greg Spear demonstrates how the FlowBROKER distributed packet capture solution (part of Accedian's SkyLIGHT platform) can be used to troubleshoot and resolve QoE issues.

FlowBROKER is the industry's first lossless remote packet capture solution, which uses ...

LRTV Documentaries
BCE 2016: Dell & the New World Order

6|21|16   |   22:48   |   (0) comments


Dell's Jim Ganthier on how the very essence of enterprise is being affected by digital disruption – and how the cloud can help companies find a path forward.
Upcoming Live Events
September 13-14, 2016, The Curtis Hotel, Denver, CO
November 3, 2016, The Montcalm Marble Arch, London
November 30, 2016, The Westin Times Square, New York City
December 6-8, 2016,
May 16-17, 2017, Austin Convention Center, Austin, TX
All Upcoming Live Events
Infographics
A new survey conducted by Heavy Reading and TM Forum shows that CSPs around the world see the move to digital operations as a necessary part of their overall virtualization strategies.
Hot Topics
FCC to Vote on 5G Spectrum on July 14
Dan Jones, Mobile Editor, 6/20/2016
'Brexit' Vote Hits BT, Vodafone
Iain Morris, News Editor, 6/24/2016
AT&T Settles on LTE for Cellular IoT
Dan Jones, Mobile Editor, 6/22/2016
Google Fiber Buys Webpass in Wireless Play
Iain Morris, News Editor, 6/23/2016
Arista Could Face US Import Ban – Reports
Mitch Wagner, West Coast Bureau Chief, Light Reading, 6/23/2016
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
At the BCE 2016 show in Austin, ECI Telecom CEO Darryl Edwards tells Light Reading founder and CEO about the Elastic Network concept and the company's NFV and cybersecurity developments.
Mark Dzuban, president and CEO of SCTE/ISBE, sits down with Steve Saunders in Light Reading's New York office to discuss the society's Energy 2020 campaign, including its mission to benefit the environment, enable economic benefits and the key challenges facing cable operators wanting to reduce energy consumption.
Animals with Phones
Live Digital Audio

Our world has evolved through innovation from the Industrial Revolution of the 1740s to the information age, and it is now entering the Fourth Industrial Revolution, driven by technology. Technology is driving a paradigm shift in the way digital solutions deliver a connected world, changing the way we live, communicate and provide solutions. It can have a powerful impact on how we tackle some of the world’s most pressing problems. In this radio show, Caroline Dowling, President of Communications Infrastructure & Enterprise Computing at Flex, will join Women in Comms Director Sarah Thomas to discuss the impact technology has on society and how it can be a game-changer across the globe; improving lives and creating a smarter world. Dowling, a Cork, Ireland, native and graduate of Harvard Business School's Advanced Management Program, will also discuss her experience managing an international team focused on innovation in an age of high-speed change.