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Michael Sievert

T-Mobile continues to spar with its larger rivals, launching new programs in an effort to upend the traditional wireless establishment.

And now we’re finding out how T-Mobile really feels about AT&T, which you may recall tried to buy the Bellevue-based carrier for $39 billion in 2011.

In remarks at the Goldman Sachs Communacopia Conference, T-Mobile Chief Marketing Officer Michael Sievert said that they directly target customers from AT&T because many customers don’t like the service from the country’s second biggest carrier.

“They (AT&T) combine two things: being big and being bad,” Sievert said.

Some may say that T-Mobile is “punching up” in an effort to rattle its bigger rivals, part of its so-called “uncarrier” approach.

Tensions rose between the two companies last month when T-Mobile sued AT&T for trademark infringement for allegedly stealing its magenta color for Aio Wireless, an AT&T-owned prepaid phone service.

In July, T-Mobile came out swinging against AT&T’s new JUMP plan, which allows customers a chance to get rid of their two-year contracts and pay 20 monthly installments without a down payment.

That sent T-Mobile CEO John Legere into a legendary Twitter tirade.

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