An intriguing business model from another mobile carrier, T-Mobile. They have a mobile app, T-Mobile Tuesdays. Every Tuesday, they give away three gifts. Recently, they were distributing one T-Mobile share each (by the way, worth about 50 bucks), and usually, it’s free car rides or coupons for eating out or watching a movie. Of course, there are complexities: the coupons or free rides are always time-restricted, typically 24 hours from their issue on Tuesday. Meaning if you don’t need a taxi, you have to think of a reason why you might, and do it urgently. Naturally, a bunch of coupons remain unused—but the feeling of getting something for free persists. An extra touchpoint with the brand. Just like that, watching lyft or wendy’s weekly for several months, and gradually uber loses ground to the competitor, while burgers are replaced by hamburgers. So far, I haven’t activated a single coupon.
Hi, I'm Rauf Aliev. 