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T-Mobile's U.S. division has been shaking up the wireless industry in recent months, but is any of this change having a real effect on its bottom line? Thanks largely to the iPhone, all signs point to yes.
Research firm Kantar Worldpanel announced Monday that scrappy fourth-placed U.S. carrier T-Mobile has managed to grow its share of the American wireless market over the summer with 13.2 percent of all smartphone sales made in the country.
Although that marks only 1.1 percent of growth, the data reveals that T-Mobile US has finally managed to reverse its previous year-on-year decline, a trend that is credited with the carrier's aggressive "Uncarrier" strategy as well as now being an official, Apple-sanctioned iPhone reseller.
“When iOS first debuted on T-Mobile in mid-April, the majority of sales came from consumers upgrading from a featurephone to their first smartphone," explains Kantar Worldpanel's Global Strategic Insight Director, Dominic Sunnebo. "However, looking at those who purchased an iPhone in the August period, 56 percent of those consumers came from another smartphone, including 38.5 percent from an Android device.”
Indeed, the iPhone 5 ranks as the top-selling T-Mobile US smartphone with 17.1 percent of all sales, despite the majority of the carrier's phones running Android, which include the Samsung Galaxy series and the HTC One.
The numbers are particularly impressive since T-Mobile no longer offers carrier subsidies or two-year agreements, instead asking customers to pay for the device up-front or as part of a zero financing monthly payment arrangement.
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