With aggressive marketing John Legere has made the severed Telekom subsidiary T-Mobile in the U.S. for the trendy "Uncarrier": Now the bride is pretty - probably so pretty that the Bonn hold on to her.
Hamburg / Bellevue - magenta-colored T-shirt, a shiny black leather jacket, the tanned face framed by the dark casual Mähe. To imagine that John Legere is the Bad Boy of the American mobile industry, is take a look.
If it fails then even in his usual public speech pattern also flies nor the last doubts: "Bullshit", "crap" or "asskicking" are frequently used vocabulary. The competition he dismisses happy times as "greedy bastards" or "F-nckers" from raping the customers and deprive them of their last money.
If the dismay after his attacks are far too big, he crawls on Twitter to crosses. But actually, his crude appearances including provoziertem Party Rausschmiss program: Legere wants to sell himself as a man of the people, arrive at employees and customers as one of them. Not as a rigid corporate boss.
"I think the staff can relate to it as I speak, the customer with how I think and speak. And that's who I am," says the "T-Com" boss as the mobile operators Legere likes to call it, its communication strategy.
A few months ago it looked very different. Then came today's Bad Boy, to the Deutsche Telekom Show Chartas the savior chosen their U.S. business had completely compliant to industry. His first interview as T-Mobile's U.S. chief he was very well-mannered and respectable - in suit and tie. When Telekom Group Global Crossing, where he distinguished himself as a tough restructuring specialist who in the U.S. was extremely controversial manager and avid runner even known for its elegant appearance and polished shoes.
From pale telephone provider to hip "Uncarrier"
Since much has happened. More than 25 percent of the share price of T-Mobile USA has increased since taking office Near Legere. From the pale, unattractive U.S. subsidiary of Telekom, which not even the iPhone had on offer, with Legere at the top of a hipper "Uncarrier" has become - with free music streaming offering , which allows customers to run in droves.
More than 3 million customers paying customers, T-Mobile can win last year. More than 1.6 million of them alone in the final quarter of 2013 - the fastest growth for eight years.