T-Mobile has made a big deal these past few years of being the “Un-Carrier.” Led by outspoken CEO John Legere, it simplified plans, removed extra taxes and overage fees, and shifted away from the old buy-a-subsidized-device-on-two-year-contract plan.
Underlying all of the efforts was the need to change how customers perceive their carriers. Telecoms companies, including wireless, are generally hated by customers, and T-Mobile figured that if it could change that, a lot of other things would fall into place.
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