T-Mobile is becoming the mirror image of the carriers it claimed to fight against
Uncarrier or Verizon 2.0? It's getting harder to tell.
JoriPress
In 2012, the wireless industry was in a less-than-ideal state. AT&T and Verizon dominated the market, despite a reputation for price gouging. Meanwhile, Sprint and T-Mobile lagged behind in third and fourth place, respectively. In an effort to change its trajectory, T-Mobile hired John Legere as CEO. Legere wasn’t your typical corporate suit. He wore jeans and T-shirts, and cursed like a sailor. He was also outspoken about the poor policies and practices of the larger wireless carriers, and actually made a ton of big changes to the company through the “Uncarrier” marketing initiative.
This campaign aimed to disrupt traditional industry practices, such as two-year contracts, hidden fees, and sudden price increases. These transformations occurred against the backdrop of a planned merger with Sprint, which was finalized in 2020 after extensive negotiations. Fast forward to today, and the new T-Mobile now largely resembles the very companies Legere once vocally opposed.
