In general, T-Mobile is using its un-carrier moves to try to solve what it sees as the primary pain points in wireless service. At first blush, giving customers free Netflix seems nice, but not necessarily dealing with a problem other than the fact people would prefer not to pay for it.
Yes, but: Sievert told Axios that offering free Netflix is designed to give customers something they really want for free, in contrast to AT&T and Verizon, which he says are forcing customers pay for content they don't want.
"What we are really attacking is the idea of the egregious exploding bundle," Sievert said in an interview at the company's Bellevue, Wash., headquarters. Sievert noted the billions that AT&T spent on DirecTV and that Verizon spent on AOL and Yahoo as efforts to replicate the cable model.
"They are bringing those same pricing tactics to our part of the industry," he said.
CEO John Legere rolled in on a Segway scooter, echoing his excitement for the Netflix deal.
The other side: Verizon, which long eschewed unlimited service, now offers a number of options, albeit with some strings attached, including an offer of four lines for $160 — the same price as T-Mobile One. And while AT&T once required customers who wanted unlimited service to also sign up for home TV service, it dropped that requirement some months back. And customers of its high-end service get HBO for free as well.