Release Restricted © Decision Insight, Inc., 2005 Marketing Research for Strategic-Minded Businesses Decision Insight, Inc. Business Marketing Association April 21, 2005

2005 © Decision Insight, Inc. 1 Experienced Researchers Decision Insight is a full-service market research company specializing in the power of multimedia and 3D simulated environments. Our visual and interactive surveys result in:  Faster turnaround times  Higher cooperation rates  More complex studies  More in-depth and accurate responses DI’s multimedia technique cut our cost, freed up resources and most importantly produced results that were highly correlated with sales. – Hallmark Cards, Inc AMA EXPLOR Awards Finalist

2005 © Decision Insight, Inc. 2  Customer Satisfaction  Profiling & Segmentation  Product Design & Enhancement  Pricing Research Types of B2B Research

2005 © Decision Insight, Inc. 3 When To Conduct Research? When the value of the information outweighs the cost When you can clearly identify the objectives When you are sure research can solve the problem When expected results are actionable When to say “yes”

2005 © Decision Insight, Inc. 4 Market Research Can Be Informative AND Fun! Top 10 Funniest CitiesTop 10 Funniest States Mankato, MN1. Rhode Island Helena, MT2. Massachusetts Cheyenne, WY3. Minnesota Providence, RI4. Colorado Milwaukee, WI5. Wisconsin Minneapolis, MN6. Nebraska Colorado Springs, CO7. Illinois Boston, MA8. Wyoming Madison, WI9. Washington, D.C. Peoria, IL10. Michigan Source: Shoebox Humor Survey, 2004

Select Call Study April 2004

2005 © Decision Insight, Inc. 6 Study Overview Why? T-Mobile is considering a new business’ wireless plan called Select Call and needs to understand the following: 1)Is there a need? 2)Does Select Call meet that need? 3)What is the optimum price point for the Select Call concept? 4)What are the major barriers to acceptance for the Select Call concept?

2005 © Decision Insight, Inc. 7 Study Overview Select Call Concept Presentation – Screen 1

2005 © Decision Insight, Inc. 8 Study Overview Select Call Concept Presentation – Screen 2

Release Restricted © Decision Insight, Inc., 2005 MARKET DEMAND: Is there a need?

2005 © Decision Insight, Inc. 10 Almost all small and medium sized businesses provide wireless phones – BUT only 5% are currently using T-Mobile

2005 © Decision Insight, Inc. 11 About 2/3 of businesses are actually satisfied with their current wireless plan, however, those that are dissatisfied cite cost as the reason

2005 © Decision Insight, Inc. 12 Q10D: How likely would you be to consider a wireless plan that guaranteed a predictable flat rate that carried no risk of overage fees? Approximately 2/3 of businesses do find flat rate billing appealing Appeal of Flat Rate Billing

2005 © Decision Insight, Inc. 13 Q11: Over the next 12 months, how likely is your business to switch to a new wireless service provider? Still, only about 1/3 of businesses are likely to switch wireless providers

Release Restricted © Decision Insight, Inc., 2005 SELECT CALL CONCEPT: Does it meet the needs of business?

2005 © Decision Insight, Inc. 15 Q15: How interested are you in the Select Call plan? Select Call Interest (Top 2-Box) Likelihood of Signing Up at Various Prices Fewer than 1/3 of businesses showed interest in the Select Call plan and interest was tied to getting a cheap rate

2005 © Decision Insight, Inc. 16 Q18: Which of the following reasons, if any, describe what might keep you from switching to or signing up for the Select Call plan? Predictably, the lack of flexibility was the biggest barrier to using Select Call

2005 © Decision Insight, Inc. 17 Select Call does not meet needs of most businesses in this segment

2005 © Decision Insight, Inc. 18 Key Learnings Market demand may be lower than initial projections –64% of small and medium businesses report being satisfied with their current service, only 10% are dissatisfied –Only 27% of businesses indicate they are likely to switch wireless providers in the next year The Select Call concept, as it is currently designed, has significant barriers to overcome, particularly resistance to the “ restricted calling ” functionality –Only 30% of respondents expressed an interest in the Select Call concept when it was presented –Appeal was largely driven by a lower price point –68% of those not interested did not like the calling restrictions –Only 36% felt this concept addressed a business need, of those who didn ’ t feel it addressed a need – 70% cited the calling restrictions

2005 © Decision Insight, Inc. 19 For more info contact: Leslie Downie x.215 Brian Seel x.225