AT&T’s recent advertisement suggests it may be poised to outpace T-Mobile in launching a significant satellite service aimed at improving cellular connectivity. While T-Mobile’s marketing prowess has often overshadowed rivals Verizon and AT&T, the latter is making strides by partnering with AST Space Mobile. This collaboration aims to provide coverage for cellular dead zones using satellites that facilitate voice, data, and text communication. The new ad from AT&T features individuals making calls from remote locations such as caves and mountaintops.
The question posed by an off-screen narrator, “How far can your connection go?” underscores the service’s potential. AST Space Mobile plans to deploy 45-60 satellites over the next two years, with AT&T and Verizon reselling the services generated from this infrastructure, sharing profits equally with AST. However, the ad’s fine print reveals important information: “Satellite connectivity limited to text messaging on select compatible devices.
Limited voice connectivity expected in late 2026.” This implies that AT&T may beat T-Mobile in offering satellite voice features. AST Space Mobile claims that its satellites are larger and more capable than those from SpaceX, which T-Mobile is using. Moreover, Apple has invested $1.7 billion in Globalstar to develop new satellites, likely to support voice and data services.
T-Mobile is also entering the satellite market with Starlink, planning to offer voice service soon while charging $20 per line for its offerings after a beta phase. Despite these developments, AT&T needs to enhance its marketing strategy to compete effectively. While AT&T’s iconic branding is strong, T-Mobile’s aggressive advertising has created a greater presence in the market. AT&T must capitalize on its opportunities and develop a more dynamic approach to keep pace with its competitors.