How a Bold Strategy Propelled T-Mobile US to Market Leadership in the USA

From an outsider to a leader in telecommunications, T-Mobile US has risen within a decade, as highlighted by Srini Gopalan, Chief Operating Officer (COO) of the Group, during a tour of the company’s headquarters in Seattle. The T-Mobile US model, leading the global strategy of Deutsche Telekom (OTE’s parent company), serves as a benchmark for other group companies, including COSMOTE TELEKOM, which is now officially adopting its international brand identity. ‘It’s easier to be a challenger than a champion,’ stated the COO of the largest mobile company in the U.S., explaining: ‘When you’re a challenger, it’s easier to make bold moves and climb. When you’ve already climbed high, it’s harder to stay there.’ Speaking about what it means to be a ‘challenger,’ Mr. Gopalan cited T-Mobile US as a prime example, being the only U.S. provider with a fully autonomous next-generation 5G Stand-Alone network, serving 130 million customers. Even critical services like New York City’s Fire Department rely on its network for emergency response, with priority access even under demanding conditions. A turning point for T-Mobile came in 2013 when it launched its ‘Un-carrier’ strategy, challenging established market practices by eliminating long-term contracts, simplifying billing, and offering free data — bold moves that brought the company closer to its customers and set it apart. The market responded impressively, attracting 4.4 million new customers within a year. This momentum continued for 28 consecutive quarters, consistently adding over one million new connections per quarter, a unique achievement in the telecom industry. Another milestone was the 2020 merger with Sprint, granting access to valuable 2.5 GHz spectrum, essential for developing the 5G Stand-Alone network. This allowed T-Mobile to launch fixed internet via 5G, making T-Mobile 5G Home the fastest-growing broadband solution in America, with seven million users and availability in 70 million households. T-Mobile continues investing in the future through its 5G Hub, a technology center fostering innovation with startups, businesses, and developers. Today, T-Mobile US drives nearly 70% of the Group’s total revenue and remains at the forefront of global innovation. Strategic partnerships with tech giants like NVIDIA, Google Cloud, and OpenAI, alongside collaborations with SpaceX to develop satellite mobile networks, highlight its commitment to cutting-edge advancements. T-Mobile’s success showcases that innovation, customer-centric approaches, and adapting to technological changes are key strategies for survival and growth in the global telecom industry. In Greece, COSMOTE follows this path, leveraging technologies like 5G+ and digital platforms such as Magenta Moments, enhancing competitiveness and aligning with the international TELEKOM Group’s vision.