T-Mobile takes cues from MySpace, Apple

As the newly spectrum-rich T-Mobile USA migrates it network to 3G, there will be no mistaking from where the carrier will be taking its inspiration for devices, applications and marketing. In both name and target market, its myFaves application launching this week seems crafted almost specifically for the membership of MySpace, the massively popular social networking site.

The myFaves service combines a new user interface approach with connectivity icons for the five people a myFaves user most wants and needs to call, but with additional benefit of unlimited calling to those five people, regardless of whose network they use.

T-Mobile USA CEO Robert Dotson told a crowd of fellow executives, analysts and media late last week that the carrier will continue to exploit social networking and user-generated content trends as it launches new services. He said about 30% of the web traffic generated through the carrier’s popular Sidekick devices already goes directly to MySpace’s website.

“Our consumer target market is a lead adopter of social communication networks such as MySpace and YouTube,” he said. “User-generated content that consumers share with each other is already becoming an important marketing opportunity.”

Dotson also said he admired Apple Computer’s marketing savvy and knack for innovation, and spoke at length about the company’s operating system developments.

“As can be seen with Apple's new Leopard operating system, the richness of e-mail communications is just beginning to discover elements beyond the printed word,” he said, “moving to dynamic and personally tailored image-rich communications.”

That comment and others during the speech are leading some to wonder if T-Mobile eventually will become one of Apple’s partners for a so-called “iPhone” or other convergent products. However, in response to a question from the audience, Dotson didn’t comment directly on that possibility, only saying T-Mobile and Apple seem “aligned” in their respective strategic pursuits.