Edgar Cervantes / Android Authority
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. Is T-mobile still the uncarrier you knew and loved?
- Yes, it’s still the best of the big three by far. 9%
- I’m not sure. I hope things get better, but I’m worried. 12%
- No, it’s just another big wireless carrier now. 58%
- No, it’s just another big wireless carrier now. 21%
Edgar Cervantes / Android Authority
There were many things T-Mobile criticized its competitors for, but pricing and clarity were chief among Legere’s concerns. In much softer words than he actually used, Legere once essentially accused Verizon and AT&T of being crooks who were taking us for every last cent. That’s just a bit ironic when you consider T-Mobile’s moves over the last few years. While the pandemic naturally drove up pricing, which is more forgivable, T-Mobile’s treatment of legacy customers is not.
First, T-Mobile attempted to automatically shift its legacy customers to newer plans unless the customer specifically contacted them to opt out. When this didn’t work, it ultimately ended up raising legacy pricing anyway, increasing prices by $5 per month per line for voice plans, and $2 per month per line for connected devices. It was also a slap in the face for customers who thought T-Mobile’s earlier Price Lock policies protected them.
T-Mobile used to offer some of the best phone deals, but these days, many of its top free phone offers are typically aimed exclusively at Go5G Plus and Next subscribers. Similarly, T-Mobile Tuesdays used to feature truly great exclusive discounts and promotions for events and much more. This experience has largely devolved into a very limited coupon book app, and many fear this will only worsen with the new T-Life direction.
All of this shows a carrier that is clearly not concerned with price increases or moves that are seen as less friendly by its existing customer base. This is exactly what Verizon and AT&T have been accused of doing.
- It’s important to remember the Uncarrier phase was marketing first and foremost
I’ve noticed numerous online comments portraying John Legere as a hero, while Mike Sievert is blamed for T-Mobile’s recent shifts. However, it’s essential to recognize that the Uncarrier movement was primarily a marketing strategy.
Legere did his job well, and I respect him for that. However, I also understand how business works. T-Mobile knew that the changes under Legere’s leadership were only a temporary phase. After being promoted to COO, Mike Sievert and John Legere likely developed their strategy extensively. Phase 1 was focused on winning new customers and improving the network to compete with the major carriers. Phase 2 involved tightening the screws to generate real profits and secure T-Mobile’s position as one of the Big Three.
If you were satisfied with the Uncarrier’s coverage, switching to Mint or another T-Mobile MVNO is an easy move. For every customer that switches away, a significant portion will still indirectly contribute to T-Mobile’s revenue.
Edgar Cervantes / Android Authority
The big question is whether T-Mobile is any worse than the other members of the big three, and to answer that, I’d say no. The new T-Mobile actually holds a few strong advantages over the competition. While AT&T and Verizon spread device payments over three whole years, T-Mobile still defaults to 24 months. T-Mobile also offers slightly more competitive pricing, especially for larger families. It also has an increasingly strong and reliable network — customer service and pricing aside. The main takeaway is that it’s no longer the “uncarrier” we once knew; it’s now more just “another member of the big three,” for better or worse.
For many, T-Mobile might still be the best of the big three. However, for most, I’d suggest moving to one of the many excellent prepaid services, which have evolved considerably over the years. Some prepaid carriers, like Google Fi Wireless, offer the same high-quality data, device payment plans, and other features typically associated with postpaid services.