Wireless carrier T-Mobile on Tuesday marked a year since launching its “Libérate” campaign, through which it set out to shake up the industry by eliminating contracts and lowering average monthly rates by 15 percent, company officials said.
“All ‘Libérate’ moves are designed to be permanent, and are structural changes we have made to the industry,” said Jorge Martel, general manager of T-Mobile Puerto Rico. “This is a proposal that seeks to break down barriers. So far, we’ve successfully launched eight ‘Libérate’ strategies, the market has followed us, and the biggest beneficiary has been the consumer.”
The “Libérate” campaign is the local version of T-Mobile’s “Un-Carrier” stateside strategy that called for eliminating wireless contracts, lowering monthly rates, eliminating data fees for certain services, and most recently, launching a data rollover plan, among other offers.
As a result of the effort, the T-Mobile executive said local growth in the postpaid segment was about 200 percent.
“It was T-Mobile who pushed and led the growth of the entire Puerto Rico market this year,” he said.
Late last week, T-Mobile’s stateside parent released its fourth quarter and full-year 2014 results, reporting a 19.4 percent year-over-year increase in total revenues in the fourth quarter, and a 13.1 percent jump for the full year.
“2014 was the best year of growth in company history,” said John Legere, CEO of T-Mobile. “Our Un-carrier moves helped us blow away the competition. The best is yet to come as the future looks bright in 2015.”
During the past 12 months, T-Mobile’s local employee base increased by 20 percent to 1,100 full-time jobs.
“The impact is even greater impact with maintenance and network development, advertising, marketing, logistics, management and other benefits. Also, we continue to invest in our 4G LTE network, covering 90 percent of the population with 4G LTE. We opened new stores and expanded distribution. We invest in Puerto Rico and our people,” Martel said.