T-Mobile is looking to make big news on the second official day of International CES 2014, with a press conference planned for Wednesday afternoon.

UPDATE: In bidding war with AT&T, T-Mobile offers new customers as much as $650

The company’s official Twitter account offered few details on what’s on tap, saying only, “This one you’re not gonna believe.”

Of course, there’s a lot of speculation about what that could be. The carrier has gained a lot of attention in recent months for a series of unusual decisions on phone and data pricing -- and has promised that it wants to disrupt the telecom world even more in 2014.

The prevailing speculation is that T-Mobile will take aim at early termination fees, the fees charged to customers when they stop their phone or data service before their contract is up. As the nation’s smallest major carrier, T-Mobile would stand to benefit a lot from this kind of program, particularly if it can draw customers who’ve been intrigued by new policies such as having customers pay for their devices and data separately and lowering international data rates.

AT&T announced last week that it would pay T-Mobile customers up to $450 to jump ship, and while T-Mobile chief executive John Legere laughed off the effort as “desperate,” many expect T-Mobile to introduce a similar incentive to switch.

Also on the docket for Wednesday, Twitter chief executive Dick Costolo will join Maurice Levy, chief executive of advertising and public relations giant Publicis, to discuss new trends in branding, with a focus on how data affect the way we think about marketing.

They’ll be followed by executives from Facebook, MillerCoors and Salesforce.com, who will talk about how new technology has affected relationships with their customers. The panel will feature Facebook vice president Carolyn Everson, Ford executive vice president James Farley, MillerCoors executive vice president and chief marketing officer Andy England and Scott Dorsey, the chief executive of ExactTarget and Salesforce Marketing Cloud.

Both panels will be moderated by Medialink chairman and chief executive Michael Kassan.