When he joined T-Mobile, in September 2012, the author writes, the most
important thing he recognized wasn’t specific to T-Mobile; it was true
for the wireless industry in general: People hated it. He saw that the
best way to succeed in this industry was to do things as differently as
possible from the existing carriers. T-Mobile got rid of long-term
contracts and replaced them with a transparent pricing model, made it
easier to upgrade to a new smartphone, and eliminated charges for global
roaming. Legere also began criticizing rivals Verizon and AT&T
Wireless, which he dubbed “dumb and dumber,” at press events and on
Twitter. The result: T-Mobile has grown subscribers from 33 million when
Legere came on board to nearly 69 million at the end of the third
quarter in 2016. [ABSTRACT FROM AUTHOR]