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The wireless market is rapidly evolving as carriers double down on attracting and retaining price-conscious customers.\u00a0<\/p>\n
In response, AT&T, struggling with rising customer losses, has made a bold upgrade to a digital service for customers \u2013 a move that gives T-Mobile a run for its money.<\/p>\n
Over the past few months, T-Mobile has been enforcing a \u201cdigital transformation\u201d that aims to make customers more dependent on its T-Life app for significant account changes, such as phone upgrades and adding new lines, etc. It also involves further simplifying the customer experience by exploring artificial intelligence capabilities.\u00a0<\/p>\n
For example, in December, T-Mobile rolled out a digital switching tool called \u201cEasy Switch\u201d on its T-Life app and website.\u00a0<\/p>\n
The tool, which uses AI, pairs consumers from rival carriers with competitive offers and lets them switch to its network digitally in 15 minutes or less, minimizing the need for customer service assistance.<\/p>\n
By 2027, T-Mobile expects to shore up $3 billion in savings from its artificial intelligence and digital initiatives.<\/p>\n
At a UBS conference in December, AT&T CEO John Stankey said the company will follow T-Mobile\u2019s lead by not only developing its own digital switching tool for customers (expected to launch sometime this year), but also enhancing the overall digital customer experience.\u00a0<\/p>\n
He said that customers will soon have \u201cfar more choices about how they do things digitally,\u201d which will benefit the company as \u201cit will take friction out of things.\u201d<\/p>\n
\u201cCustomers impart on us their experiences with other industries and services,\u201d said Stankey. \u201cAnd they like having digital experiences.\u201d<\/p>\n
AT&T upgrades the customer digital experience, challenging T-Mobile<\/p>\n
Now, AT&T is laying the groundwork for this change. The carrier has announced that it is \u201csimplifying its digital experience\u201d by launching a new app for customers that is \u201cbuilt around a GenAI assistant,\u201d according to a recent press release.\u00a0<\/p>\n
AT&T states that the new app \u201cprovides a one-stop shop\u201d for wireless and internet customers, making it \u201ceasier to manage all services.\u201d<\/p>\n
The app includes several features, such as advanced device controls and internet backup access.\u00a0<\/p>\n
Related: AT&T drops 3 new phone plans to keep customers from switching<\/p>\n
Customers can even group devices under their account by person or purpose, manage them together and stop or restore their service when needed. They can even set and customize daily downtime schedules for devices.<\/p>\n
The app also includes \u201cupgraded shopping,\u201d which lets customers shop for the latest devices and plans, and find the closest AT&T store.<\/p>\n
They can also use an AI-powered assistant within the app to get expert advice on shopping or customer support needs. Additionally, customers can view more usage details for calls, texts and data, and will encounter a redesigned message center that shows all AT&T notifications, texts and emails in one place.<\/p>\n
\u201cMillions of customers already rely on our apps every month to manage their AT&T experience,\u201d said Kellyn Kenny, chief marketing and growth officer at AT&T, in the press release. \u201cThat scale created an opportunity for us to think bigger: to build a single flagship app that brings services together in one place.<\/p>\n
\u201cThe new AT&T app is designed around our customers’ lives, not just their bills, making it faster and easier to manage services, shop, get support when needed, and stay connected to what matters most,\u201d she added.<\/p>\n
AT&T has launched a new app to rival T-Mobile’s T-Life. <\/p>\n
AT&T/Daniel J. Macy<\/p>\n
AT&T faces rising customer losses as rivals gain ground<\/p>\n
The move from AT&T comes shortly after it introduced three new phone plans aimed at consumers seeking more value.\u00a0<\/p>\n
The new app debut also comes at a time when the carrier is struggling to keep its phone customers from jumping ship, following several billing changes in 2025 that sparked frustration. This includes shrinking its autopay discount for select customers and raising a key monthly billing fee.\u00a0<\/p>\n
More Telecom News:<\/p>\n
T-Mobile drops 2 new phone plans to stop customers from fleeingVerizon CEO shifts gears after 2.25 million customers departAT&T closes billion-dollar acquisition to win back customers<\/p>\n
AT&T\u2019s postpaid phone churn, the percentage of customers who canceled their phone service, rose to 0.98% in the fourth quarter of 2025, up from 0.85% in the same period a year earlier, according to the company\u2019s most recent earnings report.\u00a0<\/p>\n
Meanwhile, 255,000 prepaid phone customers canceled service during the quarter, pushing churn in that segment to 2.89%, an increase of 0.16% year over year.\u00a0<\/p>\n
It is vital for AT&T to double down on improving customer experiences, as it falls behind its top rivals in consumer satisfaction, a recent J.D. Power study found.\u00a0<\/p>\n
How the big 3 phone carriers rank in consumer satisfaction:The average consumer satisfaction score for postpaid plans among traditional carriers is 603 (on a 1,000-point scale).T-Mobile leads the segment with a satisfaction score of 631, followed by Verizon at 593.AT&T ranks third among traditional carriers with a score of 587.MVNOs outperform many traditional carriers, posting an average satisfaction score of 630 for postpaid phone plans.
\nSource: J.D. Power\u00a0<\/p>\n
\u201cAttracting customers with network quality and pricing is just the first step,\u201d said Carl Lepper, senior director of technology, media and telecom at J.D. Power, in a press release. \u201cTrue loyalty comes from how easy it is for customers to work with a carrier once they\u2019re in the system, especially when it comes to resolving issues, managing bills and getting answers quickly.\u00a0<\/p>\n
\u201cThese experiences drive advocacy and long-term retention,\u201d he continued. \u201cWhen interactions are effortless, it shows in low churn and high satisfaction. For wireless carriers, the best strategy is simple: take care of the customers they already have.\u201d<\/p>\n
To stay competitive in a rapidly evolving industry, AT&T also recently announced it will spend more than $250 billion over five years to enhance and expand its fiber and wireless network coverage to over 100 million customers.<\/p>\n
Industry analyst Jeff Kagan emphasized in a recent press release that it is crucial for telecom companies such as AT&T to remain innovative amid intensifying industry competition.<\/p>\n
\u201cThe ways we connect have always been evolving,\u201d said Kagan. \u201cIn the next chapter of this story, AI will play a major role. And it is not only AT&T that must make this kind of network investment. All of their competitors, new and old, large and small, must take this same path.\u201d<\/p>\n
Related: T-Mobile customers set to receive a significant network upgrade<\/p>\n
#ATampT #rolls #major #upgrade #customers #rivals #TMobile<\/p>\n","protected":false},"excerpt":{"rendered":"
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