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T-Mobile CEO: Next shake-up will convert non-believers

T-Mobile CEO John Legere offers CNET a few more clues to its next move as it continues to upend the industry.

T-Mobile CEO John Legere mocks the AT&T campaign featuring four little children.
Sarah Tew/CNET

T-Mobile aims to shake up the industry again, and sooner than you think.

At the end of T-Mobile's press conference on Wednesday, CEO John Legere teased another big change to come. In an interview with CNET, he offered a few more clues.

Legere called it "Phase 3," with "Phase 1" being the elimination of contracts and "Phase 2" the new upgrade program that the company unveiled today. He said Phase 3 would debut this year as the company looks quick to capitalize on its challenger image.

He said the move would address another frustration that "drive people nuts" about the industry, adding that it would convert "any non-believers left."

"This one will be more fun than the last two," he said. "I can't wait for them to get comfortable and spring this."

More so than the other moves, Phase 3 would involve something that the other carriers can't match he said. He added that it was easier for the challenger to cannibalize its own business, something incumbents rarely do.

"What they do is throw you a little share," he said. "What happens is they create a monster."