T-Mobile was on the ropes. After its plan to merge with AT&T fell through, it kept shedding subscribers and was on death’s door. In a category that was dominated by buzz around devices and coverage, our research identified T-Mobile’s biggest opportunity to turn its fortunes around was by innovating around the plans. This set the brand on a path toward dubbing itself the “un-carrier” and being recognized as “The Comeback Carrier” by publications such as the Business Insider and Mashable.