T-Mobile sets itself up for competitive growth in Q4 holiday shopping season, extending its Un-carrier challenger “customer advocate” strategy with Un-carrier X by introducing Binge On zero-rated, optimized video streaming to address the pain point of watch video over cellular networks. Binge On challenges AT&T’s and Verizon’s mobile data pricing approaches. While the absence of YouTube and Twitch in the Binge On portfolio could be addressed in future, the exclusion of social ad-funded video streaming apps, of which usage is rising, should be reconsidered. 

1.       Executive Summary

2.       Un-Carrier X: Introducing Binge On Free Video Streaming

3.       Why T-Mobile Has Launched Binge On

         3.1     Maintaining The Momentum Behind Un-carrier

         3.2     Optimization to Get in Front of Video Traffic Growth and Capacity to                            Support It

         3.3     Binge On to Showcase Improved Network and Improve Perception

         3.4     Video battleground: T-Mobile’s Response

4.       Challenges Ahead: Missing YouTube & Net Neutrality

         4.1     YouTube, Twitch and Other Notable Absentees

         4.2     Does It Violate Net Neutrality?

5.       Implications

         5.1     For T-Mobile US

         5.2     For the American mobile video market

         5.3     For AT&T and Verizon

         5.4     For Other Operators in the US and other Markets

         5.5     Authors