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Ina Fried Sep 11
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T-Mobile COO explains why the 'uncarrier' strategy is working

T-Mobile COO Mike Sievert. Photo / T-Mobile

The sign hanging in T-Mobile COO Mike Sievert's office tells you much about his philosophy and that of T-Mobile USA:

Orville Wright did not have a pilot's license.

Its moves: In the past five years, T-Mobile has helped change much about the U.S. mobile industry, from ending two-year contracts and spurring a return to unlimited data, to free streaming of music and video. It's also helped move T-Mobile from a distant No. 4 to a feisty No. 3 that is consistently stealing customers from larger rivals AT&T and Verizon.

"Our strategy is working," Sievert said in an interview at the company's headquarters in the Seattle suburb of Bellevue. "AT&T, Sprint and Verizon are all in service revenue decline and have been for a while we're growing significantly."