Most consumers can’t tell the difference between Wi-Fi and cellular networks, yet our industry expects them to navigate over 200 confusing plan options. This complexity leaves no easy way for customers to compare networks, compare coverage at specific locations, or recognize if they’re on the right plan for their usage patterns.
For this episode, I’m talking with Thad Hwang, CEO and founder of Goji Mobile, a consumer super app that’s bringing transparency to mobile. Goji is like Expedia for mobile—one platform where consumers can compare plans, evaluate coverage, and purchase refurbished devices.
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Thad Hwang is the Founder and CEO of Goji Mobile, where he’s building a next-generation mobile marketplace that connects consumers with the best deals on phones and plans. He has deep dual-sided marketplace experience from his time at eBay and Lyft, as well as enterprise B2B expertise in sectors like automotive, data/tooling, and government, and executive leadership experience as Chief Product Officer at Replica and The Black Tux. Thad has a track record of scaling consumer products from zero to millions of users, building and leading cross-functional teams, and driving innovation across mobile, e-commerce, and SaaS.
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Set up a meeting with our team to learn how to tap the immense business value it can bring.
Goji Mobile is a consumer app often described as “the Expedia for cellphones and plans.” It simplifies the complicated process of shopping for mobile phones and plans by allowing users to compare all US carriers and plans side-by-side in one place. The app features hyper-local coverage maps where users can plug in any address to see how different carriers perform at specific locations. An AI chatbot called ChatBarry recommends personalized plan options, and a store offers quality refurbished phones at up to 40% less than new devices.
According to Goji Mobile’s research, 70% to 90% of mobile data usage happens over Wi-Fi, not cellular networks. This means most consumers on unlimited plans are paying for data they barely use. Many people overpay significantly for their cellphone service because they don’t realize how much of their usage occurs on Wi-Fi at home, work, or other locations. This insight helps consumers make more informed decisions about whether they truly need an unlimited plan or could save money with a capped data option.
Unlike coverage maps on carrier websites that only show information about that specific carrier, Goji’s coverage map is agnostic and shows how all carriers rank against each other at any given address. Users can zoom to street level and plug in multiple addresses—like home, work, or their children’s school—to see detailed coverage comparisons. This helps consumers overcome the fear of switching carriers by showing them exactly what coverage they’ll get before making a change, rather than discovering dead zones after it’s too late.
In her Telco in 20 takeaway, Danielle Rios explains that operators won’t build consumer-focused apps like Goji because their DNA is network engineering, not consumer product design. Telco innovation typically comes from infrastructure experts who optimize networks rather than subscriber experiences. They speak in technical language like SIM cards and data throttling because that’s the language of building systems, not selling to humans. DR emphasizes that at Totogi, they’re bringing fresh AI-native thinking to solve problems the industry has been approaching in the same way for decades.
Goji helps users identify several money-saving opportunities. First, downgrading from unlimited to capped data plans—like Verizon’s 15GB plan—can save around $20 per month. Second, moving children from premium unlimited plans to prepaid plans can reduce costs from $65 to $30 monthly. Third, downgrading light users to smaller plans, like a 5GB plan for someone who’s home most of the time. Finally, checking bills for unused device lines like forgotten iPad subscriptions. Many users report saving over $500 per year, with DR herself saving about $900 annually by optimizing her family’s plan.
ChatBarry is Goji’s AI-powered chatbot designed to help consumers navigate the overwhelming, 200+ mobile plan options available in the US. Users can simply tell Barry what they’re looking for—whether it’s better coverage, a less expensive family plan, or any other specific need—and the AI will analyze their requirements and recommend options that fit their needs while saving real money. This eliminates the need to jump between multiple carrier websites and decode confusing industry jargon to find the right plan.
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