LAS VEGAS (Dow Jones)--T-Mobile USA Chief Executive Philipp Humm, in just six months on the job, has managed to irk his major competitors as he works to turn around the nation's fourth-largest carrier.Humm, in an interview at the Consumer Electronics Show in Las Vegas, said the keys to T-Mobile USA's recovery include lowering the rate of customer defections and offering more value to customers in the form of affordable smartphones and price plans.
He also has to convince customers that T-Mobile's network is comparable to the next generation of wireless services being rolled out by his competitors. To that end, he brashly labeled his network "4G," even though it has been traditionally considered "3G."
The move damped Sprint Nextel Corp.'s (S) perceived lead in 4G and got T-Mobile USA into the game ahead of Verizon Wireless's next-generation network launch. AT&T Inc. (T) has opted to follow T-Mobile USA's lead and call both its current and upcoming upgraded network 4G.
"We like to challenge the way business is done," Humm said.
Read More: TECH SHOW: New T-Mobile USA Head Aggressive With Turnaround
