T-Mobile’s early D2D service launch offers operators a model for user acquisition and revenue growth
"Early entry to the D2D market will offer operators (especially those in some developed markets) a critical advantage over their compeitors."
T-Mobile in the USA was among the first operators worldwide to launch direct-to-device (D2D) services when it released its beta service in December 2024. The company has followed up its initial D2D service roll-out with an ambitious marketing effort, which has significantly boosted overall market interest in D2D.
This article uses data from Analysys Mason’s worldwide consumer survey (conducted in July 2025) to help analyse T-Mobile's early entry into the D2D services market and to explain how other operators that offer D2D services may benefit from better service differentiation, improved customer retention and higher ARPU.
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