At the outset of launching his wireless communications company, Roger Linquist, founder and CEO of MetroPCS Communications, realized that the only way his company could compete with AT&T, Sprint and the other Goliaths of the telecommunications industry was to be faster and more nimble. That meant offering rates, speed and service that the big companies simply couldn’t match.
MetroPCS answered the challenge by developing a pay-as-you go business model that locked in customers with low, flat rates, unlimited minutes and great service. This approach enabled MetroPCS to register staggering growth rates in its battle of telecom David against Goliath.
In the first quarter of 2011 alone, MetroPCS added 846,000 direct prepaid subscribers, followed by another 726,000 new subscribers in the second quarter. This growth rate vastly exceeded analysts’ estimates and gave the firm nearly nine million subscribers in all.
And Linquist has honed his company’s focus on service by building a strong bond with MetroPCS distributors. Since many customers pay their monthly bills in cash at the community-based retail stores, the distributors often serve as the face of the company to MetroPCS customers.
As a result, MetroPCS retailers have 12 additional touches each year to wow customers.
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