AT&T Mobility

AT&T Mobility

The second-largest wireless voice and data carrier in the US by subscribers (after Verizon), AT&T Mobility serves about 85 million mobile users via a nationwide network that spans all major metropolitan areas. The company, which accounts for about 40% of parent AT&T's business, provides a full range of wireless voice, messaging, and data services to consumer and enterprise customers. AT&T Mobility's services for businesses, government agencies, and educational institutions include email, wireless Internet access, and private wireless networking. The company provides international network coverage for its subscribers in about 190 countries through partnerships with other carriers.

AT&T Mobility is the second largest wireless provider in the U.S. with approximately 79.6 million subscribers in 2009. AT&T operates a nationwide global system for mobile 3G network that provides service in all 50 states, Puerto Rico and the U.S. Virgin Islands. AT&T offers numerous voices and data services including SMS and MMS messaging, over-the-air downloadable applications, AT&T Music download service, mobile TV and Push-to-Talk.

MASTER STRATEGY

The Master Strategy for AT&T wireless is to be the only telecom provider their customer would ever need by connecting its customers anywhere - anyway. COST- AT&T is adequate in this regard. It is positioned to offer competitive pricing to the numerous services it offers. Rollover Minutes, Family Unity Plan

DIFFERENTIATION- AT&T's exclusive agreement to market and sell the iPhone with Apple Corporation has differentiated itself from its competitors. Utilization of its vast spectrum to offer video conferencing service. NICHE- AT&T has not engaged in niche market.

The following are the supporting Strategies:

MARKETING STRATEGY

Geographic Coverage- AT&T is positioning itself to be the leader in wireless coverage, identified by the move in the Global markets.

Mix Intensity- AT&T is a leader in wireless products and services by offer voice PTT, voice -IP, video share, HSPDA.

Channel Exposure- AT&T is adequate in its point of sales. They intend to match most competitors in using Radio Shack, BEST Buy, Walmart, Mall locations, high visible real estate traffic.

Service/Satisfaction- AT&T has settle to be adequate in Customer Service by changing is “Customer Rules” to just “Earning Industry Leading Retention”. Although they have made tremendous strides in reducing their churn from 2.1% to 1.6% in two years validating their commitment to provide a better system to their customers after the merger.

Channel Control- adequate

Switching Costs- AT&T allows number portability and maintains the industry practice of 2-year contract commitments. They are adequate in this regard.

Branding/Promotion - AT&T is leading to be the only telecommunication company their customers need by connecting people better than anyone else.

TECHNOLOGY STRATEGY

The merger between Cingular Wireless and AT&T Wireless created the largest footprint of any wireless carrier. This merger also established the largest spectrum holding of any wireless carrier of 59 Mhz . Spectrum for wireless carriers is a commodity to evolve technology and support capacity. With this amount of spectrum AT&T can leverage a significant amount towards is data services in Enhanced GPRS (EDGE) and its High-Speed Downlink Packet Access (HSDPA). The EDGE network is deployed throughout is market and the HSDPA technology is ...