T-Mobile’s (TMUS) current “Un-Carrier” initiative is helping to strengthen and re-build customer trust. The Un-Carrier program is driving subscriber additions for the telecom company. In September 2017, T-Mobile launched its latest Un-Carrier initiative, Netflix On Us, which provides every qualifying T-Mobile ONE family plan with free access to Netflix’s (NFLX) streaming service.

During the UBS Global Media and Communications Conference held on December 6, 2017, Braxton Carter, T-Mobile’s chief financial officer, was asked whether Un-Carrier initiatives would continue going forward. Carter reported that there are more Un-Carrier moves to come in 2018. He added, “We’re pursuing a strategy that continues to add value and differentiation to our consumers while executing to a generally stable ARPU. And economically, that is a much superior model given where we’re at today. We’re going to continue to be super innovative and competitive in the marketplace.”