When T-Mobile executives wanted to shake up the U.S. cellular industry, they announced the Un-carrier initiative, offering to free customers from long-term cellular contracts and expand their access to no- or low-cost roaming plans a strategy that was once painted as unsustainable, yet helped the company win over huge numbers of customers and ultimately absorb smaller rival Sprint. Today, the combined company is a viable third-place challenger to Verizon and AT&T, so it's announcing Un-carrier Next, the 17th step in its plan to "continue to change wireless for good."
