Switched On: Unconventional, but not uncompromising

Each week Ross Rubin contributes Switched On, a column about consumer technology.

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. 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, Misc, HTC, T-Mobile, Facebook

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