How long can T-Mobile keep its Un-carrier momentum up?

T-Mobile delivered another strong quarter as it continued to gobble up customers, but the outlook may indicate that its Un-carrier momentum can’t last forever.

For 2018, T-Mobile projected postpaid net customer additions of 2 million to 3 million. That tally is lower than the 3.6 million net postpaid additions in 2017.

T-Mobile, which had previously indicated its results would be better-than-expected, reported net income of $2.7 billion, or $3.11 a share, on revenue of $10.8 billion, up 5.1 percent from a year ago. The earnings results got a $2.2 billion boost from the Tax Cuts and Jobs Act.

T-Mobile just recently unveiled the Uncarrier 9 strategy, which included the addition of Business plans for just $15 a month, as well as their new Un-contract initiative which aims to keep customers at their current rates with their current amount of data no matter how the plans change through the ages. This means that customers will be able to keep promotional pricing on plans even after they’re no longer offered and would normally revert to the regular price. Also, customers on those plans or plans with promotional amounts of data will never lose that amount so long as they stay with the plan and feature they have without making any changes themselves.

People are already aware that T-mobile is doing things differently, which is part of the reason for the association of the Uncarrier “title” in the first place because T-Mobile wanted people to know they were trying to be different than other carriers. They’ve accomplished this task many times over, and they’re making some otherwise groundbreaking changes in the mobile industry while also adding more value to the idea of what a wireless carrier should be and should be offering to their customers. Taking into this consideration, the term “Uncarrier” feels a little bit dated now, at least to me personally. What Uncarrier is bringing to the industry is excellent, but a nice new name for the strategies going forward might not be such a bad idea. It can reacquaint people with the fact that T-Mobile has lots to offer and that they can change and evolve just like everyone else, even with something as simple as branding.