At CES 2025, Counterpoint Research Director Jeff Fieldhack sat down with MobileX CEO Peter Adderton to discuss the MVNO’s mission and strategy to save wireless subscribers massive amounts on their bill by giving them the power to determine how much data they need.

Adderton is working to educate postpaid subscribers on the fact that many do not need unlimited data and that they are often paying for services that they do not use or need. He is accomplishing this with what MobileX has dubbed its Data Forecaster, which allows customers to input their usage habits on various data-consuming activities. In addition to talking and texting habits, it allows them to see that they may not use as much data as they think, especially if they are often on Wi-Fi.

The Interview

Key Takeaways from the Discussion:

• MobileX has introduced a new app that takes advantage of post-2022 eSIM device integration to quickly and seamlessly onboard new customers.
• MobileX also offers physical SIMs you can order through the app or online and sells SIMs and a line of Moto G Play smartphones in Walmart.
• Despite MobileX offering the Data Forecasting tool, they still offer two standard plans. The lower tier costs $14.88/month and offers 10GB of data, unlimited talk and text, and 10GB of hotspot. Unlimited talk and text in 90+ countries can be added for $10. The Unlimited plan offers unlimited data, talk and text with 10GB of hotspot and unlimited talk and text in 90+ countries for $24.88/month.
• MobileX also announced a new guerilla marketing program through a merchandise partnership with an up-and-coming apparel brand, Ethika.
• Ethika will be releasing a line of MobileX merchandise with QR codes that allow the wearer to receive commissions whenever someone scans their QR code and signs up for MobileX. It is a ploy to do more with less when it comes to marketing dollars.
• Peter Adderton admitted and gave credit to T-Mobile for its marketing strategy in recent years. He attributes much of its success to branding and marketing efforts. With that inspiration in mind, he hopes that the newly formed partnership with Ethika will help drive new customer acquisitions.

Analyst Take:

• MobileX, an MVNO operating on Verizon’s network, is offering consumers plans at rates as low as $3.48/month with the mission to save mobile subscribers hundreds if not thousands a year on wireless bills.
• MobileX offers two standard plans that come with 10GB of hotspot at reasonable prices while offering custom plans through a data forecasting tool to only charge customers for what they will need.
• It announced a merchandise partnership with Ethika, an up-and-coming fashion brand, to integrate QR codes that onboard new customers and send referral commissions back to the person wearing the clothing.
• It deployed a new app to seamlessly allow new customers to sign up and connect via eSIM in as little as five minutes. Team Counterpoint went through the process of downloading the app, signing up and activating a test device, and the entire process took five minutes and was easy.