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T-Mobile P.R. unscathed by 2nd wave of stateside layoffs, signs Culson for ad campaign

T-Mobile announced Tuesday an ad campaign featuring runner Javier Culson.

T-Mobile USA announced Tuesday there will be a second round of layoffs in coming weeks as it continues to restructure its operation, a decision that will have no impact on its Puerto Rico operations, local officials confirmed.

In a memo sent to employees, T-Mobile USA CEO Philipp Humm explained that as part of the wireless carrier’s goal to rebuild, it is restructuring to further align costs with revenue, which will represent an unspecified number of job losses. Those will be added to the 1,000 positions that will be eliminated with the closing of seven call centers, as Humm outlined in March.

“The organizational changes announced today by T-Mobile USA do not impact T-Mobile Puerto Rico,” said Jorge Martel, vice president of T-Mobile Puerto Rico. “Our operation has maintained consistent financial and operational growth and we expect that by December 2012 we will increase our employee base by 10 percent.”

Furthermore, he noted, “Our call center is operated locally as well as or Telesales and our warehouse and logistics operation. We will continue focused on our 4G network expansion well as the further launch of Long-Term Evolution technology.”

T-Mobile USA is betting that by reducing its cost structure and streamlining operations, it will be able to invest in areas where it anticipates the strongest return: modernizing our 4G network; aggressively pursuing the business-to-business segment; and re-launching its brand.

Local operation on track
Earlier in the day, T-Mobile’s local executive team unveiled the carrier’s most recent advertising campaign, signing up Puerto Rican track athlete Javier Culson — who over the weekend smashed the world record for speed on the 400-meter hurdle — to embody the network’s 4G speeds.

Ponce-born track star Javier Culson during the filming of T-Mobile's newest ad campaign.

The nearly $1 million multi-media campaign features a 30-second television spot that presents Culson running at blazing fast speeds through a handful of local towns, some of which already have access to T-Mobile’s upgraded 4G speeds.

T-Mobile has a long track record of sponsoring local athletes from a range of sports, as well as the Puerto Rico Olympic Committee. The new ad campaign runs through summer, when Culson will represent Puerto Rico during the Olympics in London.

“Javier Culson has many traits that link him to our brand and we are proud to have him as part of our family,” said Lyanette Dávila, senior marketing manager for T-Mobile, during a news conference held at a local hotel.

As News is my Business reported, late last month, T-Mobile unveiled its $35 million investment plan to strengthen its islandwide network, including expanding the capacity of its 4G HSPA+ service, upgrading cell sites and begin construction on its LTE infrastructure.

Author Details
Author Details
Business reporter with 29 years of experience writing for weekly and daily newspapers, as well as trade publications in Puerto Rico. My list of former employers includes Caribbean Business, The San Juan Star, and the Puerto Rico Daily Sun, among others. My areas of expertise include telecommunications, technology, retail, agriculture, tourism, banking and most other segments of Puerto Rico’s economy.

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