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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. Read more »
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