Breaking from the mold is in every way Ruffini's intention, with the presentation of his shows and the direction of his company.

WSJ: Moncler Moves Beyond Jackets

During this afternoon's presentation, the company used the term "Un-carrier" to describe its new direction -- considering that Deutsche Telekom's Capital Market Days programming runs through tomorrow in Bonn, this move could turn out to be but one piece of T-Mobile's overall marketing plan for 2013.

ENGADGET: T-Mobile preparing to ditch traditional subsidies, move entirely to Value Plans in 2013