The next phase in T-Mobile’s uncarrier strategy – an ongoing plan to shake up the wireless industry – is set to debut at a special media event in New York’s Bryant Park on October 9. To generate additional publicity for the event, T-Mobile has invited mainstream pop star Shakira to perform and is giving away thousands of free tickets to its customers.
T-Mobile hasn’t provided any specifics about what uncarrier 3.0 might consist of. Press invitations to the event feature a picture of Shakira and the promise that it will be a major industry announcement. The company also teased a special opening act – your guess is as good as mine on who it might be.
John Legere was appointed T-Mobile CEO in September 2012 and has already shaken up an industry that many believe was ripe for the picking. The first phase of T-Mobile’s uncarrier strategy, doing away with long-term contracts and phone subsidies, launched back in March. The wireless provider returned in July with a follow-up announcement: T-Mobile Jump.
This program allows customers to trade in their handset for a new one up to twice a year. It quickly prompted all of the other major carriers to launch similar programs despite the fact that none of them are a solid deal once you do the math.
If this announcement is anything like the first two phases, the wireless carrier likely won’t disappoint. We’ll keep a close eye on Wednesday’s event and provide details on the latest strategy as soon as they are available.