T-Mobile is a cellular company that’s shedding what it means to be a cellular company. Catering to a smaller, younger niche audience, T-Mobile finds its opportunity by targeting urban dwellers -- those who don’t want to be tied down and “owned” by their cellular company. By listening and following the behaviors of their core customer, the business focuses on more attributes of its audience than competing companies -- which, while perhaps larger, don’t seek to offer the personal connection T-Mobile has made with so many of its customers. In the case, T-Mobile used the ______ strategy.