T-Mobile says it has its "T-Mojo" back.
The Bellevue-based wireless company has announced an industry-first unlimited nationwide 4G data plan to no-contract customers. It has also reportedly entered into a partnership with Apple to offer the iPhone.
The company has dubbed itself the "uncarrier," and hopes a new, hipper image will bring in customers.
"We're directly confronting the frustrations of American consumers fed up with the cost, complexity and congested networks of our competitors," John Legere, president and chief executive officer of T-Mobile USA, said in a press release.
Legere made headlines this week after using some harsh words to describe his competitors during a press conference Tuesday at the 2013 International Consumer Electronics Show in Las Vegas.
He reportedly referred to AT&T's network as "crap," and went on to say he "saw more honesty on a Match.com ad than AT&T's coverage maps."
"Is this the face of the coolest wireless company?" GeekWire's John Cook wrote Wednesday, referring to Legere's comments. "Hang on, folks. This could be a fun ride."
Brad Duea, senior vice president of product management for T-Mobile, told KIRO Radio Wednesday that Legere is a "dynamic leader who is very disruptive."
"He's encouraging us to focus on the customer, challenge these industry norms and have fun while we do it," Duea said. "Some carriers are bureaucratic, big and slow. Instead, we're decisive. We're moving forward rapidly to do things that are pleasing to the customer."