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Challenger Strategies: Three UK Adopts the UnCarrier Marketing Approach

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Report Summary:

T-Mobile USA’s success with its UnCarrier strategy, combining compelling pricing with greater customer flexibility, has resulted in imitation from operators such as Tele2 Sweden and, now, Three UK. Pro-customer marketing identities are increasingly being built on correcting perceived injustices of binding contracts, and expensive international roaming and high-speed data.

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