Un-carrier
marketing campaign by T-Mobile
Un-carrier was a marketing campaign created by T-Mobile US with Prophet, and advertising company Publicis. It debuted in March 2013, where the company introduced a new streamlined plan structure for new customers which drops contracts, subsidized phones, coverage fees for data, and early termination fees. Generally, the advertised promotions are permanent, though some become redundant with later uncarrier innovations (for instance, the unlimited music in uncarrier 6 was moot after the move to all unlimited data plans). Occasionally the promotion is dropped all together, such as with T-Mobile's "Mobile Without Borders" feature in UnCarrier 3.0. The feature provided unlimited service to customers visiting in Mexico and Canada. When T-Mobile couldn't continue to support the feature, customers were given 32 days notice that the service promotion ended, and the feature would be removed from all existing accounts. A replacement feature was available, but also required an increase in price by first changing rateplans and adding features for additional fees. T-Mobile announced the change to its customers through a press release.
Incentives
Simple Choice plans
The contract-free Simple Choice plan, also known as Un-carrier 1.0, debuted in March 2013 by offering unlimited calling and text messaging with 500 MB of unthrottled data monthly for a base price of $50. Options for 2.5 GB or unlimited data were offered for an extra monthly fee.
Begin with the source’s own compact description: “Un-carrier” is marketing campaign by T-Mobile. The dossier treats that line as a proposition to test through Un-carrier, marketing and campaign, not as a finished interpretation.
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Contemporary correspondence, administrative files and participant testimony can test how later narratives organized the event or institution. The source revision retrieved here is dated Feb 28, 2026. The linked authority identifier is Q24589912. None of the 0 selected statements returned an explicit reference. The first chronological checks are 2013.
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This entry incorporates text from “Un-carrier” on English Wikipedia. Contributors are listed in the page history. Text is available under the Creative Commons Attribution-ShareAlike 4.0 License. Selected authority identifiers and statements are retrieved from Wikidata under CC0; their references and qualifiers remain part of the verification path.