T-Mobile , the Uncarrier network , has incorporated disruptive technologies to overhaul its internal operations and online presence to maximise customer centricity

B ased in Bellevue , Washington , T-Mobile US has undergone a significant digital transformation process over the past five years , in tandem with a drastic overhaul of its business model . CEO John Legere , who took office in 2012 , has reenvisoned the company ’ s operations by focusing on customer centricity . Now known as the ‘ Uncarrier ’ network , T-Mobile has become wholly concentrated on maximising customer freedom , rewarding customers for choosing T-Mobile and showing appreciation for their continued loyalty through ongoing offers . The move has seen a series of departures from standard industry practice , with a level of success that has gradually molded the sector around T-Mobile ’ s vision . Mandatory fixed-term contracts , limited early upgrade options , international usage fees , contract termination fees and more have been upended at T-Mobile , both to the benefit of its customers and the growth of its subscriber base .