U.S. Cellular wants to fundamentally change the face of the wireless industry, and if it succeeds, it will not only stay in business, but will lower its postpaid churn and add gross additions of at least 10 percent at the same time.

"We're going to really be changing the fundamental rules of the wireless industry," says Alan Ferber, executive vice president of operations at U.S. Cellular. "We think there's a unique opportunity to show the market there is a reason to believe there's something better out there ... We think the industry is ready."

Teased with a countdown and external website here, The Belief Project includes "One and Done" contracts, whereby customers do not need to sign another contract when their current one expires. It also involves a rewards programs with points that count toward getting handset upgrades sooner than normal; protection against "bill shock" with overage protection, caps and forgiveness; a phone replacement program; and savings of up to 5 percent off monthly bills for setting up auto pay and paperless billing.

U.S. Cellular executives say they heard wireless customer frustrations and set out to fix them. They intend to keep their own customers while enticing others to switch from other carriers. The program rolls out tomorrow and marketing will include TV spots that focus on a "wake up" message touting the new strategy.