1) I live in one of the highest per capita income areas in the U.S. T-Mobile owned stores are all around including the expensive rent shopping areas. But if you are going to use the avg. income of T-Mob users then please present your data that they are low income.
Average T-Mobile users may be lower income, because it is typically much cheaper than AT&T and Verizon.
Having said that, T-Mobile is also popular among affluent segment of people who travels often outside US. And with its family friendly policies (e.g., cheaper beyond 2 lines, data not shared with other members, no overage, BingeOn, Music Unlimited), it is becoming popular among higher income customers with kids.
It just needs better coverage, period, which they are busy working on.
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There was a recent profile of T-Mobile in either Fast Company or Inc. which looked at their tactics and how they're working. They can't afford to do it forever and it's not very profitable for them but in a market where customer count is everything, they have to do it or they wouldn't survive. It's more important for the to grow their customer base right now than it is to make better profit margins. If they can get a substantial customer base, then they will raise rates and can begin making better profit margins. For phone carriers it costs them much the same to provide service to 1,000 or 10,000 customers so having as many as possible is a must in order to be able to make profits from their margins.
I am not sure which article you read, but I suspect this so-called "recent" article isn't as recent as you think.
It's true. When John Legere took over the helm of T-Mobile, he focused on increasing customers at all cost. It operated in heavy losses for several years with its aggressive Un-Carrier moves. And it worked. T-Mobile significantly increased its customer base at the expense of other carriers.
Then last year, John Legere rolled out the next phase of his plan.
Its most popular low-end tier ($50 2GB) and trouble maker unlimited tier ($95) are being squeezed out by more profitable mid-tier plans ($65 6GB and $80 10GB). T-Mobile made mid-tier plans more attractive by (1) zero rating video streaming services and app store downloads by throttling them to 1.5 Mbps, (2) unused data rollover for 12 months, and (3) offering discount for certain family plan arrangements.
The end result? T-Mobile has been profitable for over a year now.