Will T-Mobile USA’s Pursuit Of Credit-Troubled Customers Backfire?
The U.S.’s smallest carrier is apparently going after customers with weaker credit histories to keep up growth as the economic crisis trundles on, a strategy that Dow Jones (via WSJ) reports could see a “spike” in customer defections starting in the second half of the year. Even more worryingly, it was this strategy that kicked off the customer exodus at Sprint (NYSE: S), a problem still plaguing the company.
The carrier declined to comment for the story, but there’s no doubt that T-Mobile is under pressure to attract customers. It added 621,000 net new customers in the fourth quarter that ended in December, down 35 percent compared to a year ago. Some industry analysts are concluding that based on its “aggressive push” into pre-paid service and recent data, credit standards are slipping. Zachary Investment Research Patrick Comack warned that the deteriorating quality of net additions would lead to a “couple of turbulent quarters.”
Other industry observers, however, believe the credit scores are being affected by T-mobiles push into its pre-paid service, Flex Pay. Andy Zeinfeld, CEO of Simplexity, which runs online mobile phone retailer Wirefly.com, said that credit scores were being blended down because of the pre-paid service, but that it did not amount to a “material change.” There’s also the argument that T-Mobile is pursuing a younger customer, who may not necessarily have a poor credit history, but an incomplete or non-existent one.
As Dow Jones (NYSE: NWS) also points out T-Mobile doesn’t have the myriad problems Sprint did, when its loosening of credit standards sent its churn rate shooting up, but it is facing a lot of competition to grow. Its being squeezed in the middle, as high-end customers tend to go to Verizon (NYSE: VZ) or AT&T (NYSE: T), and pre-paid customers tend to seek out pre-paid players such as MetroPCS and Leap Wireless, with their enticing cheaper unlimited plans.
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