T-MOBILE PREMIUM RETAILER STORES HIT THE 1,000 MILESTONE
By OneVoice Staff
This month T-Mobile opened its 1,000th T-Mobile Premium Retailer (TPR) store, located in Pompano Beach, Fla. TPR stores look and feel identical to T-Mobile company owned retail stores but are operated by a dealer. This program plays a critical role in the success of T-Mobile as this channel is a top distribution priority and a successful as well as cost-effective way to grow our brand.
“The challenge was to rapidly increase our presence in the market place and making sure we had the right partners in the program. This was the fastest most efficient way to close the gap with our competition”, said Jonathan Blood, Senior Director, National Wholesale Accounts.
T-Mobile has expanded our brick & mortar retail consumer business through a combination of T-Mobile-owned retail locations and TPR stores. These TPR stores are able to rapidly expand into areas where it may not have been possible to make such a large direct capital investment by T-Mobile as quickly.
The growth of TPR has exploded because owners bring their wireless expertise as well as local knowledge and resources to the table, and are willing to share their successes with T-Mobile. A little over two years ago, TPR stores accounted for only about 120 stores nation-wide. By January 2011, that number increased to over 450 stores. Today, T-Mobile has surpassed its 1,000th TPR store mark – a fantastic milestone from a storied program that now accounts for more than a quarter of the total revenue and gross adds for T-Mobile USA.
“We’re proud of hitting our first thousand, but our momentum is increasing and that didn’t happen by accident. It’s because of the dedicated work our internal T-Mobile Teams and our Dealers have done which has put us into position to drive churn down, customer loyalty up and grow revenues,” says Mike Sentowski, Vice President of National Dealer Programs for T-Mobile.
Nowadays, it is easy to find a T-Mobile store in many urban commercial centers as well as rural areas where customers need great service and coverage. In the last 18 months, the number of TPR stores has grown 120%, multiplying at a rate faster than originally projected. This year, T-Mobile plans to add more than 250 stores by the end of the year, bringing the final 2012 tally to more than 1,250 locations.
With the rapid TPR expansion taking place, dealers take extra care to protect the T-Mobile brand. They know that their success is directly tied to how T-Mobile is perceived by customers and in the marketplace. TPR stores undergo the Global Design Concept (GDC) make-over that make them nearly indistinguishable from their retail counterparts and are equipped with full T-Mobile branding, equipment, stock and training.
“We appreciate the amount of support we receive from T-Mobile,” says Wireless Universe CEO Abuzir Haitham, whose company joined the T-Mobile family as a new TPR operation in 2011, “We know how important the brand is and work hard to provide best in class products and services to our customers.”
Says Todd Heiner, CEO of Express Locations, LLC, who just opened up their 100th TPR store this year, “Consistency of customer experience is key to our future success. You want to take advantage of local trends and provide a great product to people you know. Our customers respond really well to T-Mobile’s brand and we like being associated with that image.”
About Express Locations
Headquartered in Salt Lake City, Express Locations is a Premium Retailer for T-Mobile USA. Express Locations owns and operates 100 retail stores in Arizona, California, Colorado, Idaho, Nevada, New Mexico, Oregon, Texas, Utah and Washington. For more information, visit www.expresslocations.com and follow Express Locations on Twitter and Facebook.
About T-Mobile USA, Inc.
Based in Bellevue, Wash., T-Mobile USA, Inc. is the U.S. wireless operation of Deutsche Telekom AG (otcqx:DTEGY). By the end of the first quarter of 2012, approximately 129 million mobile customers were served by the mobile communication segments of the Deutsche Telekom group -- 33.4 million by T-Mobile USA -- all via a common technology platform based on GSM and UMTS and additionally HSPA+ 21/HSPA+ 42. T-Mobile USA's innovative wireless products and services help empower people to connect to those who matter most. Multiple independent research studies continue to rank T-Mobile USA among the highest in numerous regions throughout the U.S. in wireless customer care and call quality. For more information, please visit http://www.T-Mobile.com . T-Mobile is a federally registered trademark of Deutsche Telekom AG. For further information on Deutsche Telekom, please visit www.telekom.de/investor-relations