Speed is no longer enough. Artificial intelligence, high-definition streaming, cloud gaming, videoconferencing and the simultaneous use of multiple devices require a stable, continuous and responsive connection, especially at times of peak congestion. In Italy, in recent years, data traffic has increased by more than 280% on mobile networks and by more than 130% on fixed networks.
With Priority, TIM introduces a paradigm shift in the telecommunications market. Until now, network evolution has made increasingly high levels of performance available indiscriminately to all customers. The new model adds the possibility, for those who want it, to choose a higher level of service: the network recognises Priority customers and reserves priority traffic management for them to ensure higher and more consistent quality at the times and for the applications where performance makes the difference. A digital fast lane that complements the quality of the basic service.
“For years, innovating the network mainly meant offering more speed and more Giga to everyone. With Priority, we are opening a new phase: the network becomes capable of recognising customers who choose a higher level of service and of making the necessary resources available to them when they need them. This is a paradigm shift that goes beyond the best-effort approach and turns network quality into a tangible experience, chosen by the customer and guaranteed by TIM. Priority is the first step towards a new generation of services built around people’s different needs”, said Pietro Labriola, TIM Chief Executive Officer.
Priority was created as a single platform designed to progressively integrate three dimensions of the experience: connectivity, assistance and protection. The journey starts with Priority connectivity, with services on the fixed and mobile networks, and will continue with Priority care, to make activation and support faster, and Priority protection, with features dedicated to digital security.
How Priority works
The first application is WiFi Priority, available for customers with a fibre connection. The service offers priority for download data traffic, faster response times and greater flow consistency, with benefits especially when several people and devices are using the network at the same time. The experience is designed for activities that require continuity and low latency, such as artificial intelligence tools, cloud platforms, online gaming, videoconferencing, streaming and content creation.
From October, Priority connectivity will also be extended to the entire 5G mobile network, with particular value in places with high traffic concentration, such as stadiums, concerts and major events, where thousands of people use the network at the same time to share content, livestream and access digital services. The service, already tested at San Siro during the Milano Cortina Olympic Games, will also be made available at the Circus Maximus in Rome, at the Imola and Monza racetracks and at the Palazzo dello Sport in Florence, with the aim of progressively extending it to other locations.
The Priority model will gradually be extended to the other stages of the customer experience. Fast Delivery will reduce fibre activation times with Priority and Fast Assistance will ensure priority handling of support requests. New features integrated into the MyTIM app will also strengthen the protection of digital life.
“The quality of the network emerges above all when it is put to the test. At times of congestion, at home or during a major event, Priority allows those who have chosen it to continue using the services that matter with a higher level of performance. This is where technology becomes a value that customers can directly perceive”, Labriola added.
With Priority, TIM strengthens its evolution towards a customer platform capable of recognising customers’ different needs and combining network, assistance and protection in a single experience. Investments in infrastructure are thus translated into distinctive services and into a network that adapts to the applications and moments when performance matters most.
TIM Press Office
timpressoffice@telecomitalia.it
Rome, 22 July 2026
