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T-Mobile readies 'Uncarrier 3.0' shake-up, touts Shakira event

The company will unveil the third phase of its plan to change the wireless industry at an event on October 9 in New York, with a little help from a superstar singer.


T-Mobile is getting ready to irk the other wireless carriers again.

The wireless carrier is planning another event on October 9 in New York's Bryant Park to announce "Uncarrier 3.0," or the next part of the company's plan to shake up the wireless industry.

The impact of the first two parts are still being felt. T-Mobile led off by eliminating contracts and moving to a model where customers pay for their own phones in exchange for lower monthly rates. Then T-Mobile offered an early upgrade program called "Jump," which enabled customers to swap out their phone twice a year.

While the three larger carriers all subsequently made similar moves to match T-Mobile, CEO John Legere boasted to CNET that his offer was still superior.

Legere teased the "third phase" to CNET back in July during the Jump announcement, boasting that it would "convert non-believers."

As challengers are prone to do, T-Mobile is trotting out a celebrity to help deliver the message. T-Mobile has tapped Shakira to perform at a "special event" (the performance likely won't be long enough to be called a concert) at Bryant Park. T-Mobile also teased a "surprise opening act."

The company is sending out customer invitations to select customers in the northeast region, according to a representative. The event is ticketed.

Check back with CNET on October 9 for all of the details.