If you’re thinking of making the switch to a new carrier, T-Mobile is making a good case that it should be the one you choose.
The self-described “un-carrier” will start rolling out its LTE network later this month, and with it, is activating the LTE functionality in the Galaxy Note II, which the company disabled because, well, it didn’t have an LTE network. The Galaxy Note 2 is now the only LTE-ready device available via T-Mobile, at least until the BlackBerry Z10 launches in a few weeks.
That move, like T-Mobile’s plans to scrap smartphone subsidies and, more broadly, it’s attitude toward the smartphone market, is all about improving the company’s image in the eyes of consumers. And so far, it’s working. Compared to the AT&T and Verizon duopoly, T-Mobile looks like a scrappy, startup-esque disruptor. It’s figuring out where consumers are unhappy with their smartphones and is trying to capitalize on what it sees
“You love your iPhone; you hate AT&T. I want you to get used to that tone, because that is how we are going to play,” T-Mobile CEO John Legere said in December alongside the news that his company was getting the iPhone.
It’s too early to say whether T-Mobile’s efforts will be anything more than marketing hype, but the carrier is already making its larger competitors look sluggish and monolithic. That’s big, because if T-Mobile can make a mint making decisions that consumers actually like, you can almost guarantee that Verizon & AT&T will do the same.