Powertel (acquired by T-Mobile) was a regional GSM mobile network operator serving markets across 11 states in the southern and southeastern United States. In addition to launching its network from the ground up, Powertel focused on delivering new value-added services that would come to be core to the offerings of next-generation wireless communications providers.
Powertel
Go-to-Market, Product Strategy, Product Launch, Sales Enablement, Positioning, Channel Marketing
Go-to-Market, Product Strategy, Product Launch, Sales Enablement, Positioning, Channel Marketing
I led the product marketing strategy, focusing on market research, segmentation, and tailored messaging based on a successful European model. The marketing campaign, with a strong focus on pricing strategy and value proposition, not only focused on end customers, but also educated a network of channel partners that was instrumental in deploying the service to the broadest market.
Powertel was the first North American mobile network operator to launch a prepaid service, allowing the company to capture a majority market share of this new segment in the first six months. Customer acquisition surpassed projections by more than 30%. Total subscriber numbers, brand recognition, and revenue all increased significantly, ultimately contributing to a strategic acquisition by T-Mobile, the multinational mobile carrier that consolidated networks across the US.