The wireless industry is facing a growth challenge. 97% of Americans own phones, but most are already committed to a carrier. Despite paying hundreds of millions of dollars every year to advertise their network, Americans are statistically resistant to switching carriers — 44% of adults have never switched networks, and 59% of cell phone users have been with their current carrier for over 5 years.

Knowing that future growth lies in acquiring competitor’s customers, we wanted to transform the switching experience by proving the value of joining T-Mobile to prospects, while also providing an increase of qualified prospects who have already begun the process of converting to T-Mobile.

Drawing from strategic insights we understood that consumers were so jaded to the performance of their current carrier experience, that T-Mobile had to show consumers there was a problem and that they were there to provide a solution.

Acknowledging consumers' risk averse sentiment around switching, and changes in the competitive landscape, we adopted the ‘try before you buy’ model to create an experience that placed T-Mobile as the solution to the trial and switching barriers.

We developed Network Pass, a 90-day free trial that prospective customers could use alongside their current network. The sign-up was short and simple, steering towards transparency and away from sensitive personal info like credit card information.

The experience drove prospects to the T-Mobile app, where once signed up they could not only experience T-Mobile’s high-speed network, but also the perks and benefits that come with being a customer.

After experiencing the T-Mobile network and other benefits for 90 days, those ready to make the switch opened a streamlined experience designed to complete the process of switching from their existing carrier to T-Mobile in only fifteen minutes or less.