T-Mobile is once again trying to reinvent the wireless model, but can it succeed?

T-Mobile might think an online-first approach is a great way to save money, but I argue that it's also a fairly big gamble. Of course, T-Mobile isn't a stranger to gambling. The company pulled off a similar gamble before when it killed off contracts and created its Uncarrier movement under John Legere, forcing rivals like Verizon and AT&T to follow suit.

This time, however, the stakes are different. Many users hated the traditional contract system used by the big mobile carriers, which made T-Mobile's repayment plan system seem novel and refreshing by comparison. No one is clamoring for AI assistance and a pared-down retail experience. In fact, many customers choose postpaid specifically for the peace of mind of in-store support and the convenience of local device pickup. And while plenty of us are comfortable with online signups, there's a difference between managing services online with virtual human assistance as needed, versus a system that relies almost entirely on chatbots and automation.