Business Insights and Market Implications Summary

T-Mobile Advertising & Ad Tech

• T-Mobile Advertising Solutions (T-Ads) partnered with IPG Mediabrands, granting access to T-Ads' first-party data through platforms like Vistar and Blis.
• This collaboration enhances omnichannel ad campaigns by leveraging T-Mobile's mobile data for improved ad relevance.
• Vistar's retail media network uses T-Mobile data to target ads based on consumer behavior.
• A T-Mobile Tuesday promotion with WingStop saw a 55% increase in redemption using supporting data, demonstrating the effectiveness of targeted promotions.

T-Mobile 5G Advanced Uplink Record

• Achieved a new uplink speed record of 550 Mbps in sub-6 GHz spectrum using 5G Advanced (3GPP Release 17 UL Tx Switching) in a live demo with Nokia and MediaTek in Seattle.
• This breakthrough highlights T-Mobile's focus on improving uplink speeds for high-bandwidth applications like 4K video, gaming, and VR.
• The demo utilized 100MHz of TDD spectrum (n41) and 35MHz of FDD spectrum (n25) with a MediaTek smartphone.
• Typical download speeds on T-Mobile's nationwide 5G network range from 89–418 Mbps, with peaks exceeding 1 Gbps. Upload speeds typically range from 6–31 Mbps.

T-Mobile 2021 Data Breach Settlement

• Affected approximately 76 million people in the 2021 data breach, exposing personal data including names, addresses, social security numbers, and driver’s licenses.
• Settlement payments will begin in May 2025, offering up to $25,000 for documented financial losses and smaller payouts (up to $25 or $100 for California residents) for those without direct harm.
• The average payout is estimated at $4.50 per person, indicating minimal direct financial impact for most affected individuals.
• The breach underscores the importance of robust data security measures and highlights potential long-term risks, such as identity theft, for exposed individuals.

Business Impact and Market Implications

• Competitive Dynamics: T-Mobile's strategic partnerships in ad tech and advancements in 5G technology position it as a leader in personalized advertising and high-speed connectivity.
• Regulatory and Reputational Risks: The data breach settlement may lead to stricter regulatory scrutiny and consumer skepticism, impacting T-Mobile's brand reputation.
• Long-Term Effects: Improved 5G uplink speeds could drive adoption of advanced applications, while the ad tech partnership may enhance customer engagement and revenue streams.

Strategic Considerations

• T-Mobile's focus on omnichannel advertising and 5G innovation aligns with broader market trends toward personalized experiences and faster connectivity.
• The company's ability to leverage data for targeted campaigns and maintain robust security measures will be critical to sustaining customer trust and competitive advantage.