T-Mobile CEO John Legere is taking his “bad boy” image and feud with AT&T to the next level: He crashed a party thrown by AT&T at the International CES gadget show in Las Vegas, and was thrown out after being discovered.
The incident late Monday night occurred amid a recent escalation of the intense rivalry between the two companies.
Legere took the job as CEO of T-Mobile US Inc., the country’s fourth-largest wireless carrier, in Sept. 2012, and has made a point of breaking with the status quo of the wireless industry, both in terms of personal style and business models. He has branded T-Mobile the “Un-carrier” and eliminated traditional two-year service contracts.
Since T-Mobile and AT&T use similar network technologies, Legere has launched initiatives aimed at luring iPhone users from AT&T to T-Mobile. In an apparent response, AT&T last week offered $200 to T-Mobile subscribers for switching to AT&T.
AT&T representatives had no immediate comment on the incident.