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T-Mobile USA's chief marketing officer, Cole Brodman, calls it quits

Zachary Lutz — Tue, 01 May 2012 17:15:00 -0400

Maybe he's finished running with the underdog, or maybe he's just done with the corporate gig altogether, but one thing is certain: as of May 25th, Cole Brodman will mark his exit from T-Mobile. For the past two years, Mr. Brodman has served as the carrier's chief marketing officer, and his departure concludes 17 years with the company. During his tenure, Cole Brodman railed against the subsidized handset game, helped drive the adoption of smartphones and -- sadly -- crushed our dreams for the potential of a Magenta-branded iPhone. He must also claim at least partial responsibility for the carrier's net loss of customers in 2011, with a total of 802,000 subscribers jumping ship in Q4 alone.

One thing is certain of Mr. Brodman's exit, however: he seems content with the decision. Likening the move to a retirement, he remarked, "It's an opportunity to step away, get a break and start to think about how I want to do something next." Andrew Sherrard will replace Cole Brodman as T-Mobile's interim chief marketing officer while the company searches for a permanent replacement. So long, Mr. Brodman, and thanks for the smartphones.

[Cole Brodman photo via CNET]

Filed under: Mobile

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T-Mobile CMO: subsidized pricing hurts wireless competition, undermines hardware value

Joseph Volpe — Sun, 11 Mar 2012 03:41:00 -0400

Could an end to unsubsidized smartphones be on its way for US carriers? If T-Mobile's Chief Marketing Officer Cole Brodman had his way, that familiar on-contract pricing would've gone the way of the Dodo a long time ago. Speaking at this week's GeekWire Summit in Seattle, the Magenta exec vented his frustrations with the industry's current business model, citing his belief that low cost handsets not only distort consumers' perspectives, effectively "[devaluing].. the hardware they are using," but also position wireless market players to compete unevenly. When pressed as to why his own network hadn't effected the change, Brodman referenced the lack of cooperation from other major operators, in addition to a market driven by subscribers' purchase habits. As for the fourth place network's glaring iPhone omission, Brodman seemed nonplussed, highlighting the variety of Android and Windows Phones available on its lineup, while asserting his faith in a multi-OS marketplace. While you keep those toes crossed in the hopes of a subsidy-free mobile future, check out the source below for the full panel interview.

Filed under: Mobile

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T-Mobile: 90 percent of 2011 smartphone sales were Android, 'ball is in Apple's court for iPhone 5'

Dante Cesa — Mon, 26 Sep 2011 15:12:00 -0400

Here at Mobilize, T-Mobile's CMO Cole Brodman revealed that over 75 percent of his company's phones sold in 2011 were smartphones, with 90 percent of those powered by Google's green little robots (read: Android). In a sense, that's not too shocking given the carrier's current portfolio, but it's still a truly dominating figure. We're going out on a limb and guessing that the other 10 percent are enterprise BlackBerry users, mixed in with a few enigmatic renegades for good measure. When asked about other platforms, like RIM, the CMO mentioned he was hopeful for a comeback from the latest crop of Canuck-sourced BlackBerry devices. He also noted that video was responsible for over half the traffic on T-Mob's 4G network. Finally, when asked about the iPhone 5, Brodman responded coyly: "the ball is in Apple's court. [We'd] love to have the iPhone... whenever Apple lets us know." In other words, don't bank on a T-Mob iPhone early next month.

Keep up with our Mobilize 2011 coverage here!

Gallery: T-Mobile keynote at Mobilize 2011

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T-Mobile CMO: no iPhone 5 on our network this year

Brad Molen — Tue, 20 Sep 2011 13:41:00 -0400

Hopes and dreams = shot. We've had a sneaky suspicion all along that T-Mobile would likely be the only major network not playing host to an iPhone 5 launch party this year, but we still kept our heads high because no official denial had been given from the company's C-level. That's now changed, since T-Mobile CMO Cole Brodman slammed us back into reality at a town hall meeting stating: "we are not going to get the iPhone 5 this year." It's a hard pill to swallow in such a short summation, but there might be a glimmer of hope -- technically Brodman only referenced one specific name. Since there's always a possibility that Apple will choose a different title for its fifth-gen device (or even add a lower-priced option), T-Mobile fans can still grasp onto one last Hail Mary of a chance; just don't set yourself up for more disappointment, okay?

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T-Mobile's CTO on G1 unlocking and tethering -- plus a few details you might have missed

Joshua Topolsky — Tue, 23 Sep 2008 16:33:00 -0400

While there was a flurry (actually, a full on snowstorm) of news today about the G1, there's a few bits of info you might not have heard, largely because no one is reporting them. We had a chance to speak with T-Mobile CTO Cole Brodman after the event today, and he had some illuminating -- and frankly refreshing -- takes on some of our more pressing questions. When asked about what T-Mobile's reaction would be to users creating tethering or unlocking apps for the phone, he was surprisingly even-keeled, noting that while the company didn't encourage the practice, they wouldn't lock down the OS or update the software to break those applications. Our impression was that as long as their use was relegated to a small percentage of owners, T-Mobile likely wouldn't take action, though he did voice concerns over tethering apps and their effect on the network, with a clearly guarded eye to letting users have free reign. More interestingly, buyers would be able to have access to a "contract free" G1 (with a price point of $399), and could unlock the device with T-Mobile's blessing after 90 days. Brodman also said that the company's policy of unlocking phones for customers in good standing wouldn't change for this phone.

Filed under: Cellphones

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