T-Mobile US is promising to make its "boldest moves yet" at a press conference in New York City tomorrow afternoon. Fresh off a completed acquisition of MetroPCS, the carrier will once again attempt to distinguish itself from larger wireless foes AT&T, Verizon Wireless, and Sprint. And if previous appearances by CEO John Legere are any indication, the message will yet again be delivered in grandiose fashion.
Unquestionably one of the most lively and unfiltered executives in the business, Legere made waves when he went on the offensive against mobile competitors at this year's CES. He followed that up with another high-octane keynote at T-Mobile's "Uncarrier" event, exclaiming that everyone needed to "stop the bullshit" wireless pricing model that pushes long-term contracts on subscribers. "If you come to T-Mobile, you've signed your last contract," he said at the time.
But for all the excitement Legere conjures up on stage, T-Mobile's newfound strategy isn't yet paying off where it matters most: with customers. The company remains entrenched as America's fourth-place mobile provider, and that's after shedding traditional cellular contracts, introducing data rates that undercut Verizon and AT&T, and finally adding Apple's iPhone to its smartphone stable.
"We canceled our membership in the out-of-touch-wireless-carrier club." That banner has been displayed on T-Mobile's website ever since its new pricing plans went into effect. Unfortunately, we've seen little indication that consumers on Verizon and AT&T are canceling much of anything or willing to jump ship in support of T-Mobile's vision. That's not to say Legere's counterparts aren't noticing. Still, T-Mobile finding success means a healthier wireless ecosystem for everyone, so it will be interesting to see just how "bold" the freewheeling CEO decides to go tomorrow, and whether others in the industry may finally have legitimate cause for concern. We'll be at T-Mobile's event bringing you the news as it happens.