att.comvsfirstnet.com

Att edges out Firstnet significantly on homepage messaging, 58 to 37. Here's where the gap comes from.

Firstnet is better at saying who it's for (ICP: 55 vs 18). Firstnet's targeting is decent, while Att's is generic.

Att uses a "Price / Value Leader" positioning while Firstnet goes with "Category Creator" — fundamentally different approaches to winning the same buyer.