John Legere, Rebel CEO, Says T-Mobile Will 'Redefine Broken Industry'

Friday, 10 Jan 2014 01:58 PM

By Michael Mullins

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John Legere, the CEO of T-Mobile, has transformed his image and is being described as the "rebel" chief executive of the business world.

Legere recently crashed an AT&T event and delivered a speech at a major conference wearing sneakers and a bright pink shirt while holding a can of Red Bull.

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Known for his aggressive style and provocative language, Legere delivered a speech at the Consumer Electronics Show in Las Vegas on Wednesday and said T-Mobile is "going to redefine a stupid, arrogant, broken industry." He took shots at the company's competitors, namely Sprint, which he called "a pile of spectrum waiting to be turned into a capability."

As part of his attempt to "redefine" the "broken industry," Legere launched a new program that pays for early termination fees if you switch from another carrier to T-Mobile. 

Last year, T-Mobile eliminated roaming fees, which can add up for customers who use their phone or data in foreign countries. T-Mobile also allows customers to upgrade their phones after just six months, enabling customers to trade in their smartphone for up to $300 in credit.

Along with these unprecedented policies, Legere has embraced social media over the past year to promote T-Mobile and make the brand more appealing to younger users.

Even though he was kicked out of the AT&T bash in Las Vegas on Monday, Legere still posed for a few pictures with attendees.

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Legere recently reversed the company's previous policy of not allowing store employees to have tattoos and piercings, The Washington Post reported.

The 54-year-old Legere, who formerly ran the telecommunications company Crossing Limited, joined T-Mobile USA in September 2012. Though T-Mobile remains the No. 4 carrier in the country, the company reportedly added 4.4 million customers in 2013.

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