John Legere's “Un-carrier” strategy may sound unconventional, but it seems to be working. The crafty CEO of T-Mobile has announced a new bold move to funnel customers from rival carriers like Verizon, AT&T, and Sprint. At the company's Un-carrier event, Legere revealed two initiatives dubbed "The Un-contract" and "Carrier Freedom."
The first step, Un-contract, aims to put an end to price uncertainty by not raising wireless rates. Those with a Simple Choice plan can keep their current plans without abrupt changes in rates. Legere said that the Un-contract initiative is all about giving and not taking. T-Mobile is the Un-carrier and everything that other carriers are doing, we will undo, he said.
On the other hand, Carrier Freedom is a move that promises to free consumers that are locked to contracts with other carriers. To do that, T-Mobile will cover the outstanding payments of their contracts when they transfer to T-Mobile.
Millions who feel stuck with AT&T Next and Verizon Edge can move to T-Mobile without the risk, Legere said, adding that Carrier Freedom is the next phase in bringing more choice and flexibility to what he calls a broken industry. T-Mobile hopes to free around 29 million consumers locked to plans from old-school carriers by paying up to $650 per line. Businesses with more than 10 lines can also get up to $100 per line.
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