-Mobile's Un-carrier initiatives created device financing plans, altered funding options, and unleashed a slew of plan offerings that has pressured ARPUs for years. Sprint and T-Mobile positioned themselves in the market as the mobile companies with the best value, which opened up more GBs I $, and e

ental chum resulting in 80.0% - 70.0% • 60.0% - 66.9% 61.0% 61.6% 56.6% increased SAC costs and lower revenue 50.0% - 47.1% 0 Current plan ARPUs are based on detailed market analysis; they offer better service for lower prices than competitors 10.0% - 43.3% 38.•1% 0 — We reduced ARPU by

ental chum resulting in 80.0% - 70.0% • 60.0% - 66.9% 61.0% 61.6% 56.6% increased SAC costs and lower revenue 50.0% - 47.1% 0 Current plan ARPUs are based on detailed market analysis; they offer better service for lower prices than competitors 10.0% - 43.3% 38.•1% 0 — We reduced ARPU by