T-Mobile, as the Un-carrier, likes to take jabs at their competitors, especially the larger two – or as CEO John Legere has called them, the "duopoly". Legere has been taking jabs at Verizon's Go90, and how it hasn't exactly worked the way Big Red was hoping it would. Verizon has already done multiple things to help make Go90 a success, like buying tech companies like AOL and Yahoo, they've paid celebrities to help promote it, spent big money on ads, buy exclusive people, and even hire some Hollywood execs. Now Legere believes the next step is to rebrand, which he wants to help.
This contest is due to the fact that today is National Panic Day, and Legere believes that Verizon is indeed panicking. And they probably should after the amount of money they spent on AOL and Yahoo. So T-Mobile's CEO is asking for the best rebranding ideas for Go90, and the ones he likes the best will win a year of Hulu Plus for free. That's a pretty good prize, and pretty ironic, seeing as Go90 is a direct competitor to Hulu Plus and others like Netflix, YouTube, Sling TV and even DIRECTV NOW.
Verizon initially launched Go90 as a way to continue to expand their business. Seeing as the wireless industry was plateauing, and like AT&T, they have been losing customers left and right. Verizon figured that by owning the content on Go90, they could rake in some more money from their users. Which is why they bought AOL and Yahoo, largely for their ad businesses, and not for their video content, seeing as Go90 is free, and ad-supported. This is where T-Mobile and Sprint had differed, when it comes to video. The two smaller carriers decided to optimize video so that users can watch more video without having to worry about their data cap. T-Mobile has been open to just about every video operator working with them for Binge On (which isn't really a thing now due to T-Mobile ONE). Which means that T-Mobile doesn't own the content, but they are keeping their customers, which is something they need to do, especially if they are going to compete with Verizon and AT&T.