But of course in the US, T-Mobile is very much the challenger operator in the pack. This is the third phase of it's 'uncarrier' strategy, putting distance between it and the incumbents, Verizon and AT&T. In the first phase it got rid of handset subsidies and rejigged the tariff structure to separate service and phone payments which it burnished with a new handset upgrade programme as phase 2.

Now T-Mobile US has added what it clearly regards as the killer blow - it has eliminated roaming charges to 100 of the most popular traveled to countries (from the US) as part of its 'Simple Choice' standard plan. The dispensation starts at the end of this month and the countries include UK, China, France and Australia.

The offer is clearly designed to bait the T-Mobile hook to attract the business and up-market (habitual vacation abroaders) demographic while not appearing to do so (in case it puts off the other demographics). Just to sweeten the deal a little more for the traveler, it also announced a reduction in its international call charges (made from within the US).