T-Mobile's "Un-carrier" re-branding changed the game. It took what those of us in the US know about wireless contracts, threw that out the window, and offered something different. And the company is excited about that. This morning, T-Mobile CEO John Legere took the stage in New York to not only talk about the tremendous growth the company has seen since launching its Un-carrier initiative, but also to announce more new features – the company's boldest moves yet.

Let's start with LTE. As of today, the company's 4G LTE footprint now covers 116 metropolitan areas and 157 million people – more than 57 million more than its mid-year goal of 100m. While that in itself is fairly impressive, it's not all that's moving on the LTE front. The company also added two new Android-powered LTE devices to its portfolio today: the Sony Xperia Z, available beginning on July 17th from T-Mobile, and Samsung Galaxy Tab 2 10.1, which is available now.

http://www.scribd.com/doc/152993189/T-Mobile-4G-LTE-Network-Fact-Sheet

Families were also shown love at today's event – starting July 14th, Simple Choice plans will offer four lines with 500MB of data each for $100, without a credit check. That's a phone for everyone in the family, regardless of what your credit score may be. Of course 500MB of data isn't a lot, so fortunately there's an option to add more data per line.

But none of those things are game-changing. Since doing everything differently from the other carriers is what T-Mo is all about lately, it also announced JUMP – a new feature that will allow customers to upgrade their device twice a year. The service itself is $10 a month and it doubles as an insurance policy, making it a pretty incredible value. Here's the gist: if you break your phone, you can use JUMP to get a new one (with deductible). If you are tired of your phone or just want a new one, you can trade it in up to twice yearly. And when you trade in your existing handset, you no longer have to pay on it – you immediately start paying on your new device, and that's it. So, instead of getting to upgrade every two years, you're upgrading twice yearly, and you'll only be paying slightly more per month than you likely already do for an insurance plan on your on-contract phone. That's a big deal.

https://www.youtube.com/watch?v=8KFpy0SxD3Y

https://youtu.be/E9hZmzbbM_M https://youtu.be/bMsMGIA2C1E

Overall, these are some major changes, and T-Mobile is once again affirming its alliance to customers. This is definitely a step in the right direction for mobile plans, so hopefully we'll start to see more of these kinds of changes become commonplace across the industry.