l u' u I. services that can help them unlock its full potential without spending a lot of money. Here, companies like TMobile are able to attract customers by providing them with deals that can easily suit their needs and can be affordable for them. This assures the customers that they are paying for services they actually need, instead of spending their money on unnecessary additional services they will not be using. It in turn also ensures that the customer will chose to continue with that service instead of looking at other cell phone providers and what they have to offer. Overall, T-Mobile does a good job of taking into account its consumer base and assessing how to appeal to the general public, instead of a limited group of people. It employs the competitive advantage of flexibility, which is also how it has managed to stay a dominant cell phone provider in the United States for decades