AT&T Veteran Jen Asplund to Steer MCE's AI Push in North American Telecom

DALLAS – April 27, 2026 – MCE Systems, a pioneer in AI-native digital device lifecycle management (dDLM), has appointed former AT&T executive Jen Asplund to its Board of Advisors in a strategic move poised to deepen its influence in the North American telecommunications market. Asplund, who spent 18 years at AT&T, culminating in her role as Vice President of Mobility Customer Care, brings a wealth of insider experience to the technology firm as it aims to accelerate the adoption of its proactive customer care solutions.

The appointment signals a significant step for MCE, which specializes in using artificial intelligence to transform how communication service providers (CSPs) manage the entire lifecycle of a customer's device. Asplund's deep understanding of the operational complexities and strategic imperatives of a tier-one carrier like AT&T is expected to provide invaluable guidance as MCE refines its value proposition for one of the world's most competitive telecom landscapes.

Bridging the Carrier-Innovator Divide

Jen Asplund's career at AT&T provides her with a unique and powerful perspective—that of the client MCE aims to serve. During her tenure, she led a massive 12,000-person organization through a sweeping technology and workforce transformation. This included implementing large-scale Salesforce and AI-enabled service models designed to boost first-call resolution rates and drive operational efficiency. Her experience offers a direct window into the very challenges MCE's platform is designed to solve.

“What MCE has built inside carrier environments is exactly what I spent 18 years trying to do from the other side,” said Jen Asplund, MCE’s newest Board of Advisors member. “They’re changing how carriers relate to customers, which is a transformation problem at its core and a challenge I understand well.”

This sentiment underscores the core value of her appointment. Technology vendors often face a gap in understanding the intricate internal processes and legacy systems of large carriers. Asplund’s end-to-end view, spanning corporate strategy, network operations, and call center management, effectively bridges that divide. She has firsthand knowledge of the pain points associated with digital transformation, making her an ideal guide for tailoring MCE’s solutions to meet the real-world needs of CSPs.

“Jen’s impressive run is inspirational and reflective of the kind of environment we’ve created here at MCE,” said Meir Shafran, MCE’s North America GM. “Her experience and acumen from her time there are exactly what we’re looking for as we extend our solutions and expand the existing relationship we have with AT&T.” Asplund now leads Asplund Leadership Consulting, an executive coaching practice focused on the nuances of transformation leadership, further solidifying her expertise in guiding organizations through complex change.

Accelerating the Shift to Proactive Customer Care

Asplund’s arrival coincides with a pivotal industry-wide shift from reactive to proactive customer service, a movement MCE is actively championing. The traditional model of waiting for a customer to report a problem is becoming obsolete, replaced by AI-driven systems that can predict and resolve issues before the customer is even aware of them. This trend is not just a theoretical concept; it's a rapidly growing market. The AI in telecommunications sector, valued at $1.45 billion in 2022, is projected to surge to $11.29 billion by 2030, with customer service applications being a primary engine of that growth.

MCE recently showcased its advanced “Agentic AI” capabilities at MWC 2026, demonstrating a platform that moves beyond simple chatbots to enable predictive and autonomous actions. This technology allows carriers to anticipate device failures, diagnose connectivity problems, and proactively communicate with customers, significantly reducing inbound support calls and elevating the overall brand experience. Industry analysts support this direction, with firms like Gartner predicting that proactive customer engagements will outnumber reactive ones as early as 2025.

The financial and operational incentives for this shift are compelling. Studies estimate that AI can reduce telecom operational costs by 30-40% and boost customer support productivity by as much as 45%. By integrating a leader with a proven track record in implementing AI at scale, MCE is positioning itself to help North American carriers capitalize on this technological evolution.

Solidifying a Strategic Partnership

The relationship between MCE Systems and AT&T is already well-established and successful. In mid-2025, the two companies jointly received the gold award for “Best Digital CX or Transformation” at the U.S. Customer Experience Awards. The recognition was for their collaborative work on AT&T’s self-service Device Help app, a tool powered by MCE’s diagnostics platform.

The app empowers customers to troubleshoot and resolve many device-related issues independently, aligning with research showing that a majority of customers prefer self-service options. This solution not only enhances customer satisfaction by providing immediate answers but also delivers significant operational savings for AT&T by deflecting calls from support centers. Asplund's appointment is a clear indicator of MCE's intent to not only nurture but significantly expand this flagship partnership.

Her role will involve providing direct insights into AT&T's evolving operational needs, helping MCE align its product roadmap with the carrier's strategic goals. This deepens the collaborative bond, moving it from a vendor-client dynamic to a more integrated strategic partnership, which could serve as a model for MCE's engagement with other major carriers in the region.

The Strategic Value of Insider Expertise

Bringing a high-profile industry veteran onto an advisory board is a time-tested strategy for accelerating growth and innovation. Advisory boards provide non-binding, strategic counsel, and members are chosen for their specialized expertise and extensive networks. Asplund fits this role perfectly, offering MCE a direct line to the thinking and strategic planning inside one of its key clients and the broader telecom industry.

Companies with active advisory boards have been shown to grow faster and innovate more successfully than their peers. By adding Asplund, MCE gains more than just a name; it gains a strategic asset who can challenge assumptions, identify blind spots, and open doors to new opportunities. Her deep expertise in navigating large-scale organizational change will be critical as MCE helps its clients undertake their own AI-driven transformations. This appointment is a testament to MCE's commitment to building solutions that are not just technologically advanced, but also deeply attuned to the business realities of the customers they serve.