Dive Brief:
- T-Mobile is on track with its transformation plan to meet customers where they are with great services and experiences, and financial growth is following, executives said on a Q2 2025 earnings call last week.
- The company’s T-Life app is a key part of its digital transformation push and customers have downloaded it more than 75 million times, making it one of the most downloaded apps in the App store, T-Mobile U.S. CEO and President Mike Sievert said. The app, which launched in early 2024, serves as a destination for customers to manage their accounts, access benefits and upgrade their phones.
- Engagement on the app has increased with downloads. “As an example, a year ago, very few of our phone upgrades occurred digitally,” Sievert said. “Today, we've checked that box — about two-thirds of our consumer upgrades now occur via our app.”
Dive Insight:
T-Mobile unveiled its plan during the Capital Markets Day in September 2024 to evolve from a challenger in the industry to a champion, all while staying true to its customer-centric roots.
“Customer centricity, customer love — that's the No. 1 core value of our company,” Sievert said at the time. “It's the ethos of the un-carrier, and it's what drives our success.”
T-Mobile is already seeing the success of that plan, executives said during last week’s earnings call.
“Our best-in-class customer results continued to drive industry-leading financial growth across key metrics yet again in Q2,” Sievert said.
Postpaid service revenues grew 9% year over year, and total service revenues grew 6% year over year.
T-Mobile estimates its network is two years ahead of competition, and the company is looking to extend this lead by providing “customer-driven coverage,” Ulf Ewaldsson, president of technology at T-Mobile, said.
The company is using AI to analyze millions of data points from customers’ experiences with T-Mobile’s network in combination with business outcomes and metrics. By using AI, the company can then “stack rank every capital allocation, every tower upgrade we do, every new tower that we put on the network,” Ewaldsson said.
