att.comvst-mobile.com

T-mobile edges out Att modestly on homepage messaging, 66 to 58. Here's where the gap comes from.

Att is better at saying who it's for (ICP: 18 vs 0). Att's targeting is generic, while T-mobile's is absent.

Both sites use the "Price / Value Leader" positioning archetype — they're competing on the same narrative, which means differentiation has to come from execution, not framing.