Light Reading Podcasts FWA packs on more marketing muscle
Jan 21, 2026
Jeff Moore, an analyst at Wave7 Research who studies wireless and fixed wireless access, discusses how many brands and retailers are selling home internet. He covers T‑Mobile’s retail and bundle strategies, AT&T’s fiber-first stance and Internet Air moves, carrier-owned MVNOs entering home internet, Starlink’s retail push, and cable operators’ competitive responses.
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Internet Is Becoming Mass Market
- Fixed wireless internet is becoming mass-market as carriers and carrier-owned brands expand retail and pricing options.
- T-Mobile, Mint Mobile, Straight Talk and others are packaging low-cost home internet to reach broader segments.
Retail Footprint Powers T‑Mobile Growth
- T-Mobile leverages ~13,000 retail doors and targeted bundles to drive fixed wireless adoption.
- Heavy radio, TV and online ads support focused offers like the 55+ $90 bundle.
AT&T Sticks To Fiber But Is Experimenting
- AT&T remains fiber-first in strategy and blocks Internet Air where fiber is available in stores.
- Recent spectrum adds and possible cricket-store fiber experiments may change their retail and fixed wireless approach in 2026.