Each week Ross Rubin (http://twitter.com/rossrubin) contributes Switched On (http://www.engadget.com/tag/switchedon), a column about consumer technology.
(http://www.blogcdn.com/www.engadget.com/media/2013/04/t-mobile-store.jpg) (http://www.engadget.com/2013/04/05/unconventional-but-not-uncompromising/)
For T-Mobile, March went out like a lion, a roaring one. With passion for both invention and invective, T-Mobile roared against the contract during its UnCarrier announcement (http://www.engadget.com/2013/03/26/t-mobiles-uncarrier-event-roundup/). The nation's fourth-largest (post-carrier) wireless operator will support its move away from contracts with a television spot that shows it as one of four bad guys riding into town to get people to do things their way, but then trades in its "black hat" for a magenta one as it no longer seeks to enforce those policies. T-Mobile says to watch carefully as each of the other bad guys has a distinct personality that reflects one of its main competitors.
T-Mobile is in a battle for getting consumers onto a network that is described as 4G, but evaluating the appeal of its announcement comes down to looking at four S's - subsidy, selection, speed and simplicity.
Filed under: Cellphones (http://www.engadget.com/category/cellphones/), Misc (http://www.engadget.com/category/misc/), HTC (http://www.engadget.com/category/htc/), T-Mobile (http://www.engadget.com/category/t-mobile/), Facebook (http://www.engadget.com/category/facebook/)
Comments (http://www.engadget.com/2013/04/07/unconventional-but-not-uncompromising/#comments)
Via: Engadget