T-Mobile goes on the network offensive.
T-Mobile is doubling down on its network edge. Last week, the carrier was crowned the fastest and most reliable network in the U.S., per Ookla’s Q2 results, outpacing rivals AT&T and Verizon in multiple metrics including download speed, consistency, and lowest latency. The T-Mobile leadership used this new achievement as the basis for a new marketing campaign around the “Best Network” theme. The campaign is endorsed by actor Billy Bob Thornton, who will be featured in the Un-Carrier’s new advertisements boasting its alleged network superiority.
During the campaign launch event, T-Mobile also announced the debut date (July 23rd) for its new satellite service powered by SpaceX. The carrier will switch on satellite-powered messaging service that will let users send and receive texts, MMS, and short audio clips (initially on Android smartphones, iPhones to follow) in dead zones without cellular coverage. A second wave in October will bring basic app connectivity to select services like WhatsApp, AllTrails, and X. Service access is free for subscribers on the premium Go5G Next and the new “Experience Beyond” plans, while others — including non-T-Mobile users — can access the service for $10/month.
While at it, T-Mobile also announced a new partnership for its loyalty program, offering customers on Go5G, Magenta, and ONE plans a free DashPass subscription (normally $9.99/month) via the T-Life app.
The Circana Take:
- T-Mobile’s ambitious marketing campaign around network superiority is well-timed. Consumers’ perception of the T-Mobile network has been improving, and consistent third-party recognition, like the Ookla results, supports these improvements. According to Circana’s bi-annual Carrier Perception survey, a record 81% of T-Mobile customers now rate T-Mobile as the leading network provider. This figure has steadily risen since the acquisition of Sprint’s mid-band network, moving from the historically low 70s.
- By contrast, Verizon, which has built its success on network leadership and marketing, continues to dominate consumer perception in network coverage and reliability. Over 90% of Verizon customers believe their carrier is the leading in network-related attributes. Verizon also ranks high among competitors’ customers, with an average of 20% of A&T and T-Mobile customers considering it the leading carrier in terms of network coverage and service reliability. Verizon achieved this through its strong network and spectrum assets, coupled with its iconic “can you hear me now?” campaign, which has become deeply ingrained in consumers’ minds.
- T-Mobile is now capitalizing on this opportunity with a unique advantage: value leadership. T-Mobile has consistently been the leading carrier in customer perception for price and service value, as tracked by Circana’s Connected Intelligence service. Despite the gradual increase in postpaid service prices, T-Mobile has maintained its strong position in these perception metrics. Like Verizon’s network superiority, T-Mobile has earned its value leadership through competitive prices and value-add services. Now, T-Mobile is poised to complete the perception circle with its new network marketing efforts.
- T-Mobile and Verizon’s Super Bowl ads have significantly increased awareness of low-orbit satellite services on mobile phones, with 53% of postpaid users being aware as of February 2025. T-Mobile’s SpaceX-powered service stands out for its cellular network agnosticism, enabling the carrier to directly target rivals’ customers. T-Mobile executives reported that hundreds of thousands of non-T-Mobile customers had already signed up for the test-run service. Approximately three-quarters of smartphone owners express genuine interest in satellite connectivity when in a dead zone with no cellular coverage. T-Mobile’s agnostic approach and competitive pricing should attract both niche users, such as sailors and hikers, and those who occasionally require the service.
- The service’s initial launch on Android smartphones should not hinder T-Mobile’s competitive position; iOS users with an iPhone 14 or newer model can already access the emergency SMS service free of charge.