With an abundance of phone carrier options available to choose from, it’s often difficult to even pinpoint which company has the best price after comparing all the different options included in that specific offer. It is becoming increasingly more difficult, yet imperative, than phone providers develop creative and attractive offers beyond just pricing. AT&T revealed some of their recent stand-outs, and how these have placed them in the top tier of their industry.
“There’s more to AT&T than just a wireless phone service, which is running into hurdles to further growth as the industry matures. The AT&T U-Verse TV service has become a major growth engine, bringing Internet-based entertainment to nearly 6 million American households”. By sustaining their growth model through different avenues other than simply wireless service, AT&T has managed to create a mark in the phone industry rather than become lost in the battle like some of their competitors. From an operations standpoint, this company has managed to retain their customer loyalty but continuously improving services already offered, while introducing new ones at the same time. If one was to use AT&T for their wired and wireless phone services, AT&T is able to offer a quadruple of entertainment including phone, TV, and internet services. The only company than can even compete with offering such a bundle at the moment is Verizon. In addition to offering a bundle pack of entertainment, AT&T chose to package their wireless services together, creating simplicity for their customers and a higher revenue for themselves. “AT&T’s family plans with shared data subscriptions were controversial at first, but customers have embraced the shared-data model…This is significant, because AT&T charges much more for these larger data plans”. Lastly, keeping up with smart phone prices has been a task that has left many competitors limited. AT&T has been happy to offer their customers the lowest price for new smart phones to hit the market, and an even cheaper line of “good-looking, functional devices” that attract customers for not just their price but also functionality and ability to keep up with fellow Android and iPhone users.
Acknowledging the fierce competition between industry leaders, AT&T has taken their operations from a one-track minded operation to a multi-facet organization. How do you feel their marketing has done to voice these differences? Do you feel their operational efforts have been understood by the consumer?