At the end of 2012, T-Mobile US was facing significant challenges. With a market capitalization of under $6 billion, it trailed far behind competitors such as AT&T and Verizon. The company’s fortunes took a turn in 2013, when it adopted the “un-carrier” branding, setting itself apart with simplified pricing, flexible contracts, and various customer benefits. These strategic changes, along with the 2020 merger with Sprint—which provided access to mid-band spectrum vital for 5G—have transformed T-Mobile into a market leader. Today, the company boasts a market cap exceeding $200 billion and a customer base of over 100 million, making it one of the largest and most valuable mobile carriers globally.
Despite this remarkable transformation, T-Mobile remains committed to maintaining the innovative mindset that fueled its growth, says CEO and president Mike Sievert. Sievert, who assumed the role in 2020 after serving as COO since 2015, highlights the company’s transition from a telecommunications provider to a tech leader. “This shift opens up new opportunities to serve our customers,” he tells TIME.
Through collaborations with AI innovators like OpenAI and Nvidia, T-Mobile—recognized by TIME as one of 2024’s 100 Most Influential Companies—is shaping the future of connectivity. TIME interviewed Sievert in November to discuss his vision for the company.
What kind of future are you working to create?
T-Mobile is leveraging its influence to redefine connectivity, which has become a critical part of daily life. A recent storm in Seattle underscored the importance of connectivity when T-Mobile’s self-healing network maintained service despite power outages. “If I had to choose between connectivity and basic utilities like power, I’d pick connectivity,” Sievert reflects, emphasizing its role in staying connected to loved ones during crises.
Future connectivity will be AI-driven, optimizing networks in real-time to deliver the best signals. Collaborating with Nvidia, T-Mobile is developing AI-RAN technology, which virtualizes computing power across data centers near the network’s edge, enhancing efficiency and reliability. This approach ensures users experience seamless connections, even under demanding circumstances.
How does virtualizing the network benefit users?
AI-RAN enables networks to self-adjust in real time, crucial as data demands soar. For example, when obstacles like moving vehicles disrupt signals, the network reconfigures to maintain connectivity. This evolution supports emerging AI applications requiring low latency and high computing power.
Sievert explains the “Goldilocks demand” for edge clouds, bridging the gap between large-scale cloud computing and on-device AI. By processing data closer to users, edge clouds provide a balance of speed and capacity, ideal for immersive AI experiences.
What does an ideal customer experience look like?
T-Mobile’s goal is to minimize pain points by addressing issues proactively. In 2023, despite record-low customer churn, millions still left the network. By analyzing data trails left by departing customers, T-Mobile aims to prevent similar issues in the future. IntentCX, launching in 2025, will use AI to anticipate and address customer needs in real time, further enhancing satisfaction.
What does it mean to evolve from “challenger” to “champion”?
As T-Mobile grows, preserving its customer-focused culture is key. Sievert emphasizes innovation over complacency, citing projects like direct-to-cell service with SpaceX and dedicated 5G networks for first responders. “Being a champion means pioneering solutions others can’t,” he says.
What’s T-Mobile’s “secret sauce”?
Sievert attributes T-Mobile’s success to consistent execution and foresight. The company accurately predicted the importance of mid-band spectrum for 5G, securing it through the Sprint merger. “Seeing around corners is essential,” he adds, highlighting the need to anticipate future trends.
Do you have concerns about AI?
Sievert’s primary concern is the risk of not adapting quickly enough. While skepticism about AI’s value persists, he believes companies like T-Mobile must demonstrate tangible benefits. “The future of AI depends on businesses showcasing its potential to transform industries,” he concludes, reinforcing T-Mobile’s commitment to innovation and customer-centric growth.
