NEW YORK (TheStreet) -- The nation's No. 4 wireless carrier, T-Mobile USA (TMUS) , is at it again. This morning, the company's outspoken CEO John Legere announced the latest aggressive assault on the industry's standard offerings with the introduction of UnCarrier 8.0 and a new feature it calls "DataStash".
"Think of it as data rollover," Legere explained. T-Mobile believes that "old-school carriers have rigged the game with plans purpose-built to make you pay for more data than you need -- or pay overage penalties. And then they confiscate what you paid for if it's not used within 30 days, bilking customers out of billions of dollars."
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T-Mobile's answer is to offer you the ability to "bank" your unused high-speed cellular data minutes that you pay for each month and then use them when you need them. Those unused minutes remain in your account for one year, through 2015. This new offer is limited to subscribers who sign up for at least 3 GB of high-speed data for phones or 1GB for tablets per month.
Starting next month, the company will launch the program by offering customers 10 GB of 4G/LTE DataStash to start them off.
T-Mobile shares were off 0.48%, to $25.13 in late morning trading in New York.
T-Mobile's "UnCarrier" initiative began nearly two years ago and has been giving its rivals fits ever since. The idea was to change old-fashioned service contracts, end overage charges and early termination fees and abolish the subsidizing of handsets. These moves have produced changes from AT&T (T) , Sprint (S) and Verizon (VZ) , including contract-free service plans and big bonuses for switching from other carriers.
Beginning in March 2013, T-Mobile unveiled UnCarrier 1.0, offering unlimited voice calls and text messaging plus 500 MB of high-speed data for a monthly charge of $50. The data limit was doubled this past March.
UnCarrier 2.0 was nicknamed Jump! and allowed subscribers to trade in or upgrade their phones as many as two times a year. In October 2013, UnCarrier 3.0 added free 2.5G international roaming, as well as 200 MB of free data for tablets (especially for the new Apple (AAPL) iPad).