Last year, John Legere kicked off the Consumer Electronics Show -- and a rollicking year in the wireless industry -- by getting kicked out of an AT&T party. He won't make a repeat; the T-Mobile CEO is not in Las Vegas, said Peter DeLuca, the carrier's SVP-brand and advertising. But the rambunctious carrier is on hand.
Its marketing executives have filled their calendars with media and creative agency meetings and are spending time with the startups and brands abundant off the tradeshow floor. Mr. DeLuca said his team is keeping an eye out for new developments in ad targeting, as well as wearables. The carrier is focusing on sales of wearable devices in 2015 to keep its momentum.
In the year ahead, Mr. DeLuca added, T-Mobile plans to focus on brand building, with the goal of being identified as a brand first, rather than simply a wireless carrier.
In the midst of the show, T-Mobile released preliminary fourth quarter earnings of 1.3 million new postpaid subscribers, slightly below Wall Street expectations, but said 2014 marked the largest customer growth in company history.