T-Mobile has rebranded itself as ‘uncarrier’ after blocked merger with AT&T
Under the leadership of CEO John Legere, Deutsche Telekom subsidiary T-Mobile has effectively rebranded itself as an 'uncarrier' which does not play by the rules; and has managed to keep its rivals in the wireless industry on their toes with its unprecedented moves.
T-Mobile's 'uncarrier' bravado has come to the fore with full force since the US government approved the merger of the carrier with its rival AT&T. If AT&T had been allowed to acquire T-Mobile, it would have become the biggest US wireless carrier; bringing down the number of countrywide operators - AT&T, Verizon, Sprint and T-Mobile - from four to three.
With its 'uncarrier' plans, T-Mobile has been offering to its subscribers lowered prices, contract-free plans, and subsidy-free phones. In addition, the carrier has also given the subscribers the option of early device upgrades, as well as free international data roaming, and even provided free music streaming.
Among its most recent 'uncarrier' announcements was the unveiling of two-line plan with unlimited data at a monthly cost of $100.
T-Mobile's 'uncarrier' moves have been pressurizing its bigger rivals to follow suit and discount their services. Though the discounted services are apparently hurting Verizon, AT&T, and Sprint, the 'uncarrier' strategies of T- mobile still continue to eat away at the number of new subscribers they are adding.
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