Can Someone Please Tell Me Where The HTC Sensation 4G Marketing Is?

There are a number of reasons why many think T-Mobile is on the chopping block to AT&T but I firmly believe one of the key failures of T-Mobile in recent memory has been marketing. Now let me preface this by saying I fully understand T-Mobile doesn’t have a Verizon-sized budget for marketing and we aren’t going to get DROID-like commercials and I’m ok with that. I do however want one commercial, just ONE for the HTC Sensation 4G BEFORE it’s released. I want it from T-Mobile, not HTC and I want them to say it loud and proud that they finally have a 4.3″ Android phone.

What gives T-Mobile? Why has marketing always been a sore spot in our discussions? What is it that makes you give money to Charles Barkley and teach him to use a Sidekick and then seemingly ignore one of the most anticipated phones in recent memory. You won exclusive NBA marketing rights and yet you skip marketing any number of high profile handsets. It’s true we’ve seen marketing for the myTouch and “G” series line of phones as they are the exclusive lines of T-Mobile handsets. It’s great that you have marketed them but why just them as they are without argument not the only phones on T-Mobile worthy of marketing.

Some would say that word of mouth is enough to sell this phone? I would like to challenge that assertion and ask if T-Mobile’s marketing team believes that? Viral marketing is a tremendous asset in the tech space these days and we wouldn’t ignore its impact on sales but it’s not enough. The general consumer, the average consumer who have left T-Mobile in droves for high profile handsets on other carriers need to know T-Mobile has something that competes. Not only does it compete but it’s considered one of the top Android phones on the market today. Where is that message T-Mobile? Why aren’t you screaming that from the roof tops?

I love Magenta, I obviously do since I have TmoNews.com but a lack of proper marketing has always angered me about T-Mobile and I don’t enjoy pointing out the company’s shortcomings . I want to lift them up and scream to the world the advantages they offer and the great things they carry. Except why should I do that when the company won’t do it on its own?

For T-Mobile’s sales reps who are hoping this device brings the customers back they have little hope customers will even know about the device outside of the tech blog world. Give me a one page ad in the newspaper, thirty second radio spot or Carly holding the phone on national TV and doing a dance. Something, anything that let’s people know the phone exists and not AFTER it’s already on store shelves. Build up the anticipation, get the customer base excited and do something other than letting some kid rap about a Sidekick 4G.

I beg of you T-Mobile in what is possibly your final months to do something about the marketing and give the Sensation 4G the kind of presence it deserves.

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  • http://twitter.com/SNK_180 Hector Lebron

    called customer care and bough it  :) 

  • Anonymous

    It says “Temp out of stock” but not when i go through the Upgrade process.  Maybe existing customers are given a head start this time?

  • Linkxius

    AMEN!!!!

  • Fake1212

    If it had netflix I would buy, fail on somebody’s part

    • Birdsfan

      You can download Netflix through XDA.  I’ve had the phone since last Wednesday and the Netflix app works great.

      • Brink182

        Netflix is available on the android market. My nexus one has netflix. So FAIL to you.

        • Anonymous

          Netflix isn’t available for all Android devices….just because you see it for your Nexus One does not mean the other users will see it for their devices.

  • http://www.facebook.com/people/Jaime-P-Laigo/583122819 Jaime P. Laigo

    I have noticed in the past that phones with major known issues get little to no marketing.

  • http://www.facebook.com/people/Jaime-P-Laigo/583122819 Jaime P. Laigo

    I have noticed in the past that phones with major known issues get little to no marketing.

  • Guest

    Your whole article just should have been titled, “tmobile sucks ass”.

  • Guest

    Your whole article just should have been titled, “tmobile sucks ass”.

  • Guest

    Your whole article just should have been titled, “tmobile sucks ass”.

  • Kellyxlynn

    Whos got the director of marketings email? We should send him this disscusion

  • Kellyxlynn

    Word of advice, since you type alot you should send the director of marketing a letter

  • http://www.fiftyonemarketing.com Deacon

    i agree .. marketing sucks completely … my sister left TMO and i asked her why…she said well i wanted a 4.3 inch phone … and i’m like TMO has one coming .. she had no idea.  of course as her brother i should’ve told her lol  but still … point proven…marketing sucks….perhaps they see the end and just aren’t worried about it.

    and that should concern us as customers because the Sensation will die too to 2G.

  • http://pulse.yahoo.com/_HK7ALWU4PMZC7SUZ4NZLXDT6R4 Chad

    I think it’s the top level execs at Tmobile (who want the deal to go through btw) committing suicide by not marketing the best devices.

  • http://twitter.com/Sw1tchUp Chr!s

    Att is threatening them “if you advertise this we take away your sidekick”

  • Jlr76@hotmail.com

    I want the sensation, the only thing I am not sure of is if this phone will work with AT$T since the merge seems like is going to happen? 

    My concern is buying this for a full price and then the phone becomes useless in a year from now. This phone full price is not cheap.

    Can someone comment on my concern please?

    • Noel

      I think If by chance the merger goes thru…”HOPE NOT”…there will be a version of the Sensation with Att bands and they will in all likely-hood swap ur Tmo Sensation so u can stay with them. Just read of a Sensation with Att bands passing thru FCC.  

      • Anonymous

        AT&T has said they will keep the 3/4G bands going until the eol of current Tmo phones at the time of the takeover closing.  (about a year) Then they will switch.  This phone will work on AT&T as a phone and with EDGE/GPRS it just won’t have 3/4G after they switch the frequencies around.

      • F800

        Technically, when AT&T buys TMO,AWS will be another one of the  “AT&T Bands” – unless the FCC decides to take it away as part of the deal-which isn’t likely since part of AT&T’s argument FOR the buyout is a need for more spectrum.

        It would make business sense for AT&T to keep AWS going for a while to maintain the revenue stream.  On the other hand, I could see their strategy being one of decreasing quality of service on the AWS frequencies to ‘encourage’ the grandfathered TMO customers to get new phones and make ‘clean’ new contracts with AT&T. 

        Face it, for a $50 ‘incentive’ on the new whiz bang phone, AT&T could probably get a LOT of new commitments.   Don’t be surprised if the ETF doesn’t go through the roof, at the same time.
         

      • F800

        Technically, when AT&T buys TMO,AWS will be another one of the  “AT&T Bands” – unless the FCC decides to take it away as part of the deal-which isn’t likely since part of AT&T’s argument FOR the buyout is a need for more spectrum.

        It would make business sense for AT&T to keep AWS going for a while to maintain the revenue stream.  On the other hand, I could see their strategy being one of decreasing quality of service on the AWS frequencies to ‘encourage’ the grandfathered TMO customers to get new phones and make ‘clean’ new contracts with AT&T. 

        Face it, for a $50 ‘incentive’ on the new whiz bang phone, AT&T could probably get a LOT of new commitments.   Don’t be surprised if the ETF doesn’t go through the roof, at the same time.
         

  • No one

    The failure is not marketing it is coverage, and when T-Mobile stopped the roaming with AT&T in over 100 markets across the USA, i think in the first quater there after T-Mobile lost over 77,000 customer, not for sure on the exact number but it was alot.There failure is that they dont have the network. If you go back to May of 2009 till today and look at the numbers it will show huge amount of churn.

  • No one

    The failure is not marketing it is coverage, and when T-Mobile stopped the roaming with AT&T in over 100 markets across the USA, i think in the first quater there after T-Mobile lost over 77,000 customer, not for sure on the exact number but it was alot.There failure is that they dont have the network. If you go back to May of 2009 till today and look at the numbers it will show huge amount of churn.

  • Dewey Cox

    ” If T-Mobile launches a device but no one knows about it, does it make a sound”? Sorry for butchering that age old question but this has bugged me for years.
    As employees, we would get pumped for the launch of a new device only to see it fizzle on launch day due to lack of marketing. If you only put up in store signage, only people in the store (current customers) see it. In over 8 years with T-Mobile the only “Event” we had was the day of G1 launch.
    T-Mobile has cannibalized itself by not reaching outside the four walls of their stores. For all of it’s issues, the G2X was an important phone for us. What did we get?? Carly and some midget talking about buffering but never mentioning the phone he had in his hand !!!! WTF ????
    Viral marketing is fine AS A SUPPLEMENT to voice, print, television marketing. That’s like expecting to get full on side dishes without the main course.
    This game is decided by the handsets you carry. Do you think AT&T would be where they are today without the iPhone? Sprint was bleeding subs until the EVO and Verizon? Well……people think they invented Andriod although we had it first.
    We had chances people. The Sidekick WAS the iPhone of it’s time but with the exception of some Snoop commercials, we did nothing but bring out blinged out versions of the same thing ( LRG,Tony Hawk, DWade, etc..) and on and on. WE were holding our own when people only needed cheap talk and text but when Apple hit, we quit. “We are not an Internet company” my ass. He saw the future and ran from it.

    David, I agree 100% with your statement. Marketing along with piss poor direction has kept our beloved Magenta from growing as a company. It is odd to me that since the buy out became public, the amount of “unlimited” billboards and “$200 business line credits” radio spots have popped up here in San Diego. Too little, wayyyy too late.

     

  • Dewey Cox

    ” If T-Mobile launches a device but no one knows about it, does it make a sound”? Sorry for butchering that age old question but this has bugged me for years.
    As employees, we would get pumped for the launch of a new device only to see it fizzle on launch day due to lack of marketing. If you only put up in store signage, only people in the store (current customers) see it. In over 8 years with T-Mobile the only “Event” we had was the day of G1 launch.
    T-Mobile has cannibalized itself by not reaching outside the four walls of their stores. For all of it’s issues, the G2X was an important phone for us. What did we get?? Carly and some midget talking about buffering but never mentioning the phone he had in his hand !!!! WTF ????
    Viral marketing is fine AS A SUPPLEMENT to voice, print, television marketing. That’s like expecting to get full on side dishes without the main course.
    This game is decided by the handsets you carry. Do you think AT&T would be where they are today without the iPhone? Sprint was bleeding subs until the EVO and Verizon? Well……people think they invented Andriod although we had it first.
    We had chances people. The Sidekick WAS the iPhone of it’s time but with the exception of some Snoop commercials, we did nothing but bring out blinged out versions of the same thing ( LRG,Tony Hawk, DWade, etc..) and on and on. WE were holding our own when people only needed cheap talk and text but when Apple hit, we quit. “We are not an Internet company” my ass. He saw the future and ran from it.

    David, I agree 100% with your statement. Marketing along with piss poor direction has kept our beloved Magenta from growing as a company. It is odd to me that since the buy out became public, the amount of “unlimited” billboards and “$200 business line credits” radio spots have popped up here in San Diego. Too little, wayyyy too late.

     

  • Meagan

    You ALL need to just calm down.  You ALL are starting to sound like me.  I must of rubbed off on you- my bad…

    If TmobileUSA spent more $ than it takes to send a tweet(for marketing purposes), well then thats more $ out of the execs pockets.  TmobileUSA execs would rather save the $(even though its written off as entertainment purposes) for another beer at their comped(free tickets from NBA, because Tmobile is a sponsor) NBA games.

    Maybe TmobileUSA didn’t market the HTC Sensation because they didn’t want to point out the fact that it is TmobileUSA’s first 4.3″ Android to be released more than a year after Sprint released theirs.

    TmobileUSA has a lot of good things going for it, too bad they’re never pointed out in advertising.

  • Meagan

    You ALL need to just calm down.  You ALL are starting to sound like me.  I must of rubbed off on you- my bad…

    If TmobileUSA spent more $ than it takes to send a tweet(for marketing purposes), well then thats more $ out of the execs pockets.  TmobileUSA execs would rather save the $(even though its written off as entertainment purposes) for another beer at their comped(free tickets from NBA, because Tmobile is a sponsor) NBA games.

    Maybe TmobileUSA didn’t market the HTC Sensation because they didn’t want to point out the fact that it is TmobileUSA’s first 4.3″ Android to be released more than a year after Sprint released theirs.

    TmobileUSA has a lot of good things going for it, too bad they’re never pointed out in advertising.

  • Brink182

    there is one thing I have notice about corporate America. NO COMMUNICATION! Even for a cell phone company inner department communication sucks! My buddy’s wife works for  Tmo and her duties are to make sure the stores have the up to date market materials, demo phones, etc… and tmonews seems to have more information then her.

    I have no idea why TMO is so sercetive about there product. I mean even the thunderbolt wasn’t a secret and could be viewed on the website 2 months in advance. TMO didn;t even allow pre-orders of here newest and most desired phone. DUMB!

  • Wchasewright

    I could not agree with this article more. I have been a sales rep for almost 4 years now, and truly wish TMO would do something for this phone along the lines of what HTC did with the HD2. It is hard to bring customers in for a new product when they do not know anything about it. I have honestly heard more people talking about what Wal-Mart is doing to sell the device. That just will not cut it.

  • CharlieSheen

    David,

    If I were you I would help Carly with here resume’. You have got to be kidding me. They are not going to spend one extra dollar other than what was committed via sales t’s and c’s.

    It amazes me that for all the technical awareness there is no knowledge of product lifecycle. These devices were in concept a year ago. Sunk costs. 

    Bottom line, they are not throwing good money after bad. HTC wants to get rid of as many of these soon to be door stops as possible but their best case scenario is to recover development costs. Luckily, it is not as high as one might think given the fungible nature of the design.

    Marketing the problem??? Maybe its rogue iphone users.

  • CharlieSheen

    David,

    If I were you I would help Carly with here resume’. You have got to be kidding me. They are not going to spend one extra dollar other than what was committed via sales t’s and c’s.

    It amazes me that for all the technical awareness there is no knowledge of product lifecycle. These devices were in concept a year ago. Sunk costs. 

    Bottom line, they are not throwing good money after bad. HTC wants to get rid of as many of these soon to be door stops as possible but their best case scenario is to recover development costs. Luckily, it is not as high as one might think given the fungible nature of the design.

    Marketing the problem??? Maybe its rogue iphone users.

  • Bastard

    Simple,HTC sensation sucks…

    • http://www.volkswagen.de Michael

      Simple, Bastard go troll elsewhere…

    • http://www.volkswagen.de Michael

      Simple, Bastard go troll elsewhere…

    • http://www.volkswagen.de Michael

      Simple, Bastard go troll elsewhere…

  • Bastard

    Simple,HTC sensation sucks…

  • Ralphafatania@gmail.com

    At the speed that TMOBILE (and all the others) are rolling out new android sets, there is no way they can afford to launch major promotions.
    People will not replace $300 handsets every six months.

    • http://pulse.yahoo.com/_HGEPMKECQHV4BVIDCEHTQJZV7M CINNALOCKS III

      Ralph that makes a lot of sense and I do agree…………. but they have done nothing to push the Sensation.

      • Whiteguy

        Only by you picture I can say you have bedbugs…

  • Nybetterthansuperg05

    This article is 100% correct. T-Mobile marketed the HD2 so well that I till this day I have people come in the store and tell me “Hey I wanna buy the HTC” (hd2). And thats so sad because its the worst launch in T-Mobile history due to the fact that the phone is more for advanced users and of course was pretty trash. Another good job T-Mobile this is why we got sold :)

  • Nybetterthansuperg05

    This article is 100% correct. T-Mobile marketed the HD2 so well that I till this day I have people come in the store and tell me “Hey I wanna buy the HTC” (hd2). And thats so sad because its the worst launch in T-Mobile history due to the fact that the phone is more for advanced users and of course was pretty trash. Another good job T-Mobile this is why we got sold :)

  • Bastard

    Hey David you are funny Guy,I cant say HTC sensation sucks? G2x sucks? Good?
    We need another site,clear,independent. Changes coming…and you got learn how to be a journalist!!

    • http://pulse.yahoo.com/_HGEPMKECQHV4BVIDCEHTQJZV7M CINNALOCKS III

       “you got learn how to speak”….I hope changes are coming in your life…..He wants to be heard but he has nothing to say.

      • Bastard

        Sorry about my English,I speak 6 languages,sometimes is hard to remember everything.

        • http://twitter.com/DannOfThurs DannOfThurs

          ¡Que gracioso! Yo tambien parle six langues dar eu mi ia tmp learn them properly. 

      • Bastard

        You got bedbugs I’m sure!

    • Dewey Cox

      First of all, this is a site that is open to public opinion so it will never be “clear” when idiots like yourself can  jump in here and spout off. Secondly and with no offense to David, he is not a “journalist”, he runs a site that is dedicated to T-Mobile and fans. In this day and age anyone can get a site up and running but that does not make them a journalist. Again, no offense David ( I do not remember you claiming yourself to be one). Being able to type does not make you a writer Bastard.
       If you ever got deleted it is more than likely due to crappy English, being confrontational or just plain stupid. He runs the show and he can do what he pleases.I believe he keeps some of the pinheads on for entertainment purposes.
      Bastard, you have a choice. Get off the site, stop reading the comments, start your own and tailor it anyway you like. Then you can put up with people like yourself. 

    • http://tmonews.com David

      Learn to spell, speak and work well with others first, then I’ll go learn how to be a journalist. 

    • http://tmonews.com David

      Learn to spell, speak and work well with others first, then I’ll go learn how to be a journalist. 

  • Angarma1

    t-mobile is winding down, everywhere, don’t expect much else…slow death

  • Angarma1

    t-mobile is winding down, everywhere, don’t expect much else…slow death

  • Angarma1

    t-mobile is winding down, everywhere, don’t expect much else…slow death

  • http://twitter.com/DannOfThurs DannOfThurs

    It’s pretty obvious. Look what brand they’re pushing, and then look at what ATT is pushing too. Both Samsung. #BrownNosingTheMan

  • Tony

    I do not know, so quick to jump. I am watching the E Network, just now and there it is the Advertisement for the New HTC Sensation on America’s largest 4G Network T Mobile, So they are advertising it. I just wish it was the Iphone on T Mobile, But, I think I have better chances on getting it on the Verizon Network

  • Love it

    I hate to say it but this phone is not for the masses like the Sidekick has been planned for, it is like the G2x and is more for the tech savy customers. It really doesn’t need any marketing because of sites like this and other phone and tech sites have been talking about it for a long time now and that is exactly what they want to happen because those are the customers who will really be wanting the phone and will just come in to buy it! It is a great phone and it sells itself to right crowd and in case you have not noticed this year T-Mobile has done more marketing then in 2011 then they ever have in their entire history!

  • Love it

    I hate to say it but this phone is not for the masses like the Sidekick has been planned for, it is like the G2x and is more for the tech savy customers. It really doesn’t need any marketing because of sites like this and other phone and tech sites have been talking about it for a long time now and that is exactly what they want to happen because those are the customers who will really be wanting the phone and will just come in to buy it! It is a great phone and it sells itself to right crowd and in case you have not noticed this year T-Mobile has done more marketing then in 2011 then they ever have in their entire history!

  • Storeemployee

    New activations COST hundreds of $$ at acquisition.  These phones are stocked HEAVILY in the stores because they were ordered MONTHS ago, before ATT told them to slow down the CPGA.  If you’re not old-school wireless employee, you won’t get this.  When a company gets bought, it needs to STOP costing and focus ONLY on retention for the final months!  (hint: most NON-ELIGIBLE upgrade customers were made upgrade eligible this week!)

  • Storeemployee

    New activations COST hundreds of $$ at acquisition.  These phones are stocked HEAVILY in the stores because they were ordered MONTHS ago, before ATT told them to slow down the CPGA.  If you’re not old-school wireless employee, you won’t get this.  When a company gets bought, it needs to STOP costing and focus ONLY on retention for the final months!  (hint: most NON-ELIGIBLE upgrade customers were made upgrade eligible this week!)

  • Mark

    What Tmo phones have I seen getting heavy marketing?  The MyTouch 4G (and 3G before it, with the customizable shell campaign with Avril Lavigne, etc.), the CLIQ (maybe that was all Moto’s doing)… and I can’t think of anything else.  I saw the Sidekick ad here but I don’t think I’ve ever seen it on my TV.  I also remember the big placement of the Sidekick Color (I think) in The Amazing Race: Family Edition.  But really, most of TMo’s phone marketing seems to have been aimed at young, heavy-social-networking users.

  • Bobby

    T-Mobile may not have a large marketing budget, but ole Douch in Germany sure does and they’re not budging an inch or mm!

  • Bobby

    T-Mobile may not have a large marketing budget, but ole Douch in Germany sure does and they’re not budging an inch or mm!

  • http://twitter.com/timmyjoe42 Timothy J. Bennett

    Who gets paper copies of their bill anymore?

  • http://twitter.com/timmyjoe42 Timothy J. Bennett

    Who gets paper copies of their bill anymore?

  • Kojax

    here at tmobile, we dont do marketing. Its one of the reasons our company has failed

    • tmotroll

      what? i see t-mobile commercials all the time.  maybe it’s because nobody cares.  Or everybody already has 5 phones.  Or maybe they’re getting numbed to advertising.  Or because AT&T blows. 
      Oh yeah, the T-mobile ad campaigns suck.  I mean, I just want to punch that T-mobile guy in the face.  But keep the current girl – I like her.  That’s the thing, the advertising is actually distracting from the merchandise.  And if you make a superior product, you won’t need a lot of advertising, as obviously some of your competitors have found. 

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