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Pro Analysis

T-Mobile's stock giveaway is odd, but worth it

John Legere, CEO of T-Mobile.
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John Legere, CEO of T-Mobile.

T-Mobile U.S. boss John Legere loves a good marketing gimmick and his latest one may be the oddest and most endearing. The third-largest American mobile carrier rolled out a new loyalty program this week that rewards customers by giving them stock in the $35 billion company.