T-Mobile is readying the third phase of their “Uncarrier” approach to mobile service, and have recruited help this time. Promising a “major industry announcement”, the number four US carrier has help delivering the message. At their event on October 9th in New York City, T-Mobile is bringing along Shakira to, well, shake things up a bit.
While no details of the event were noted, or really even hinted at with the announcement, the first two phases of T-Mobile’s new approach have been well received, and even mimicked. The first, which got rid of contracted plans altogether, was an interesting and decidedly European approach to mobile.
The second, and one that caused quite a stir, was "Jump”, T-Mobile’s answer to those of us who want to upgrade before a two-year contract is up. This approach has now been copied -- more or less -- by all major US carriers. Verizon has their “Edge” program, AT&T has “Next”, and Sprint has “One Up”.
In July, John Legere, CEO of T-Mobile, commented to CNET that this third phase would “convert non-believers”. He went on to say that this third phase would address something that “drives people nuts” about the wireless industry, and that announcing the third phase would be “more fun than the last two”.
All very vague, and all very intriguing. T-Mobile is also teasing a surprise opening act for Shakira, so the surprises just keep coming. We’re not quite sure just what he thinks “drives people nuts”, but come October 9th, we’ll have our answer.