Metro by T-Mobile

Metro by T-Mobile
Company type	Subsidiary
Industry	Telecommunications
Predecessor	General Wireless, Inc.
Founded	1994; 32 years ago
Founder	Roger Linquist, Malcolm Lorang
Fate	Merged with T-Mobile US in 2013
Headquarters	Richardson, Texas, United States
Area served	United States
Products	Prepaid wireless services, smartphones
Owner	T-Mobile US
Parent	T-Mobile US

Metro by T-Mobile, previously known as MetroPCS, is a prepaid wireless carrier in the United States owned by T-Mobile US. Before its integration with T-Mobile US in 2013, it operated the nation’s fifth largest mobile network based on code-division multiple access (CDMA) technology. Following the merger, Metro transitioned to utilizing T-Mobile's UMTS and LTE infrastructures. Its main competitors include AT&T’s Cricket Wireless, EchoStar’s Boost Mobile, and Verizon’s Visible. By 2021, Metro by T-Mobile had amassed an estimated subscriber base of around twenty million users.

Early history

Established in 1994 under the name General Wireless, Inc. by founders Roger Linquist and Malcolm Lorang, MetroPCS commenced its services in 2002. By 2005, it had grown to approximately 1.5 million subscribers covering 21 licenses in major urban centers such as Greater Miami, New York City, and San Francisco. Later that year, the company expanded into markets including Dallas and Detroit.

MetroPCS went public on April 19, 2007, offering 50 million shares at $27.40 each during its initial public offering, resulting in a company valuation near $8 billion. This event marked a pivotal point in its financial and operational development.

Merger with T-Mobile

In October 2012, MetroPCS reached an agreement to merge with T-Mobile USA. The reverse merger was finalized on May 1, 2013, creating the unified entity known as T-Mobile US, which subsequently began trading on the New York Stock Exchange. On June 21, 2015, the original MetroPCS CDMA network was officially shut down as customers were transitioned onto T-Mobile’s modern LTE platform.

At the time of the merger, T-Mobile had approximately 32 million subscribers while MetroPCS contributed roughly 9 million. Both companies were pioneers in launching unlimited data plans in 2012, reflecting a key strategic shift in their offerings.

That same year, several armed robberies occurred at Metro retail locations, incidents linked to insufficient security precautions.

Rebranding

On September 24, 2018, T-Mobile announced it would relaunch MetroPCS under the new brand Metro by T-Mobile, effective two weeks later. This rebranding introduced fresh unlimited plans bundled with perks such as Amazon Prime and Google One storage services. Additionally, Metro became the first prepaid carrier to provide access to 5G networks in 2019. This initiative aimed to strengthen MetroPCS’s market image by leveraging T-Mobile’s robust brand reputation and highlighting superior network capabilities. At launch, Metro's subscriber count had doubled to nearly 18 million, expanding coverage from 12 to over 100 markets while T-Mobile's overall user base approached 75 million.

Products

Serving as the prepaid division of T-Mobile US, Metro by T-Mobile offers a variety of smartphones alongside four distinct data plans as of March 2019. Unlike many rivals that utilize both brick-and-mortar and online sales channels, Metro concentrates solely on physical retail outlets for customer engagement.

Advertising

In February 2019, the company initiated a long-term marketing campaign featuring Milwaukee Bucks star Giannis Antetokounmpo, boosting brand recognition through association with a high-profile athlete.

Network quality

Back in 2010, doubts emerged regarding the LTE network infrastructure of MetroPCS, as the speeds offered were similar to those of older 3G systems despite utilizing 4G technology. Evaluations highlighted that data transfer rates were slower compared to T-Mobile’s HSPA+ network, yet the appeal of contract-free plans remained attractive for users with basic needs. Initial device selections, including the Samsung Craft feature phone, received negative feedback for limiting user functionality and restricting access to video streaming services, reflecting a conservative approach aimed at cost-efficient deployment rather than delivering premium service.

Nonetheless, Metro by T-Mobile enhanced its standing in the market over time; a 2019 J.D. Power report placed it at the top among non-contract full-service providers, demonstrating advancements in both network performance and customer satisfaction.

Marketing

In 2010, MetroPCS encountered backlash due to an advertising campaign that depicted Indian characters in stereotypical ways, provoking criticism over cultural insensitivity.

Following the merger with T-Mobile, MetroPCS launched a marketing initiative that promoted all-inclusive pricing, covering taxes and fees. Although designed to improve pricing transparency, the campaign’s tagline "Period Power" was met with widespread mockery because of unintended implications, underscoring the difficulties faced in marketing messaging during brand transitions.

Awards

Metro achieved first place in customer experience ratings among non-contract full-service carriers in the 2018 and 2019 J.D. Power U.S. Wireless Purchase Experience Non-Contract Performance Studies.

External links