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T-Mobile's Latest Attack on Verizon Is a Masterful Marketing Maneuver

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In a business climate where competitive urges are often shuttered behind closed doors, 's brash approach to dragging rivals through the mud rings with an uncanny resonance.

REUTERS | Eduardo Munoz

In its latest move as the industry's self-proclaimed "Un-carrier,' T-Mobile is taking square aim at by offering Verizon customers a free two-week trial period with a new T-Mobile in order to lure them over to its service.

T-Mobile has also completely co-opted an existing Verizon ad campaign entitled "Never Settle,' and reimagined it with the hashtag #NeverSettleForVerizon -- alongside a fleet of eight video attack ads.

According to the Never Settle Trial, to be held from May 13 to May 31, Verizon customers must port their number over to a new T-Mobile phone. If they ultimately decide to switch, T-Mobile will pay up to $650 in early termination fees. If not, users simply return the phone and T-Mobile will refund any of the costs associated with reactivating.

Related: T-Mobile Offers Businesses Promotions, Cheap Data Plans

"Verizon's sustained, aggressive investment in network means we don't have to hide from the truth behind marketing campaigns," the company told Entrepreneur in a statement. "Respected third-parties using scientific methodology assess our customers' network experience, and tell our story for us -- most rate the Verizon network as fastest and most reliable."

T-Mobile's aggressive tactics are spearheaded by its CEO, the uncharacteristically candid , who recently threw down with Donald Trump in a epic Twitter battle. Legere is also prone to expletive-laden rants at T-Mobile press events, having shouted that the cell phone industry "blows," and calling Verizon and AT&T "high and mighty duopolists that are raping you for every penny that you have."

As the world's fourth biggest cell phone carrier behind Verizon, AT&T and , T-Mobile may have less to lose in being so controversial. Nevertheless, the company's position as a mouthy underdog seems to be paying off. Last quarter, T-Mobile beat revenue expectations and added 1.8 million subscribers.

Related: Donald Trump and T-Mobile CEO John Legere Hurl Insults in Twitter Feud

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