Updated from 9:55 a.m. to include additional comments in the tenth paragraph.
NEW YORK (TheStreet) -- T-Mobile (TMUS) CEO John Legere is not one to mince words or to back down from giving the competition fits. So far his threats and taunts have been successful direct hits. He promised to shake up the wireless industry with his company's "Simple Choice" service plans. He has delivered on his promise as T-Mobile is attracting new customers.
Which is why when he warned CNET that "Just when you thought it was safe to return, T-Mobile is back." He also announced the first of what he promised will be another three industry changing moves by his company.
T-Mobile shares were slipping 0.16% on Thursday to $31.66 in early trading.
Despite rising revenue, T-Mobile suffered a fourth-quarter loss of $20 million in its quest to attract new customers to the service. The loss had been $8 million in the previous year.
The company's first new move, announced Wednesday, is called "Simple Starter". It's a $40-a-month service plan designed to undercut all of T-Mobile's rivals. Beginning Saturday, April 12, customers can opt for the new plan with unlimited talk and text and up to 500 MB of 4G/LTE data. The big difference here is that unlike its other plans that 500 MB number is a hard limit.
When customers get close to that limit they'll receive a text message offering them a chance to purchase a $5 "day pass" or $10 for an extra week's worth of data. Unlike its competitors, T-Mobile's new plan gives customers a choice of whether to extend their monthly data limits instead of just imposing overage charges.