T-Mobile may have never intended to force the other carriers to play catch up, and modify their strategies for the next evolution of their wireless plans and offerings when it first unveiled and starting rolling out it's "UN-Carrier" wireless rate plans to consumers. However, that is exactly what's happening. UN-Carrier started back in March of last year, and has since been through 4 phases (Phase 4 started on Wednesday which offers customers the option of having T-Mobile pay their current carriers ETF's so they can switch providers), and T-Mobile continues to evolve their ideas and strategies to compete in the wireless industry and accomplish their mission of making waves while making things all about the consumer.
The plan in detail, will allow T-Mobile to pay for customers ETF's (up to $350 per line) while also paying up to $300 for old phones from the carrier that said customers are leaving. All of this money goes back to the customer in the form of a prepaid mastercard, (we'd assume much like a rebate) and to round it all out T-Mobile will also offer to pay the customers final bills. That's some strategy that Big Magenta has come up with to gain subscribers and win over customers. These major changes from T-Mobile have caused Verizon, At&t, and Sprint to alter their own strategies in an attempt to compete with what T-Mobile is doing. This all ends up as a win for the customer in the long run, because they now more than ever have the power of choice. Previous to T-Mobile's 4th phase of the "Un-Carrier" strategy, customers had to pay their own final bills and ETF's if they wanted to switch carriers. Even if it monetarily made sense to pay all these fees in the long run, customers were still hesitant to switch for the sheer fact that they had to pay anything at all.
Thanks to John Legere and T-Mobile, that is no longer an issue and the nation's Fourth largest wireless carrier might be right on track to move out of fourth place. Verizon, At&t, and Sprint will have to start coming with something big if they don't want T-Mobile to steal away any more of their business. T-Mobile may have lost 32,000 customers in the past quarter, but they also gained 1.6 million according to a study done by Baird Equity, that also states "more potential switchers are considering T-Mobile than any other wireless company". Those numbers add up and show that T-Mobiles strategies are working. Now all T-Mobile has to do is work on their network and they'll truly be a force to be reckoned with.