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Summary: At its Uncarrer 7 event, dubbed 'Wi-Fi Unleashed,' in San Francisco, the up-and-coming star of the U.S. cellular scene unveiled something with a personal touch for its customers.

(Image: CNET/CBS Interactive)

'The s**t that been said externally, it's blowing my mind.'

Well, that's T-Mobile chief executive John Legere for you, talking about some of the 'mainstream tech' his company has been ahead of, but are only just landing in modern phones. From Wi-Fi Calling and next-generation LTE cellular speeds - in the first fifteen minutes, Legere took a pop at nearly every other cellular giant, Amazon, and even a verbal battering aimed in Apple's direction.

He probably shouldn't have downed that entire can of Red Bull just as he was walking onto the stage.

After a lengthy introduction, on Wednesday at an event in San Francisco, Legere announced the company's seventh and latest Uncarrer event, in which he promised to once again shake up the U.S. cellular industry.

The company said it 'rewrote' the rules on wireless by delivering service to areas where few, if any, cell networks have gone before.

T-Mobile said it has struck a new exclusive agreement with in-flight Wi-Fi company Gogo, allowing T-Mobile customers to send and receive unlimited texts and pictures, and receive visual voicemail, on any global Gogo-equipped flight on U.S. flights. T-Mobile said this accounts for three-quarters of all domestic flights across the U.S. in the last year.

That move alone will be a boon to business travelers who need to keep connected on the go - let alone at 30,00 feet.

The service goes live on September 17, and is free for all Uncarrier customers.

Also announced at the event:

As all of the new smartphones in T-Mobile's stores are ready-to-go with Wi-Fi Calling, a service that allows calls to go through even when there is no cell service, all of T-Mobile's customers will be eligible to upgrade to a Wi-Fi Calling ready device.

Legere said this is 'like adding millions of towers to our network in a single day.'

He also said that every broadband connection 'can now become a T-Mobile tower,' thanks to its new personal cell service technology. Dubbed the T-Mobile Personal CellSpot allows users to plug in the personal hotspot into their home network to enable full-bars of service at home, or in their office. It's said to operate alongside or in conjunction with existing home routers.

The personal hotspot device is free, with a $25 refundable deposit, landing September 17.

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