Presentation: Research

External Operations

-Customer Relations

     Advertising

     Customer Service

- Social Good

     Charity

     Community Projects

- Partnerships + Sponsorships (Basic breakdown of all partnerships+sponsors and more in depth info for key ones)

Sub Brands (listing sub brands (possibly in scale order?) and basic profile of each)

Advertising

TV/Video:

AT&T produce a variety of television commercials and video advertising promoting their services, products and initiatives. These seem to be primarily targeted at middle class adults aged approximately 30-45. Ads generally have a very wholesome, all american feel with neat tidy American families in their neat tidy American homes. This advertising would not translate well to a New Zealand audience who tend to reject this image of perfection.

Ad campaigns include:

Lily the AT&T girl- Perky, enthusiastic, pretty, and slightly awkward (making her relatable and charming) Lily exudes wholesome all american vibes. She is an AT&T sales girl in a series of ads which mostly involve her telling the customer about a particular deal and them being awed and excited by how great it is. These ads are comedy based with some kind of amusing anecdote in each one. https://www.youtube.com/watch?v=KOmWRjlSTjo

‘Keep calm your internet’s on’ tv campaign to promote their reliability. Comedy based. https://www.youtube.com/watch?v=KvW7cUG6XAw

‘Quotes’ and ‘Everywhere’ - Comedy ads full of movie/tv show references. Promoting access to entertainment through AT&T: https://www.youtube.com/watch?v=iEL2wQNlBqw

Other ads promoting their high quality product and low prices (often noting their advantages compared with other products)

https://www.youtube.com/watch?v=iROvok__wtw

Ad for access to pre-sale concert tickets (collaboration with Live Nation). Also ads for deals on movie tickets. https://www.youtube.com/watch?v=zz8zU-VOZT8

Ads promoting deals on phones - buy one get one free, sign up for this plan and get a free iphone etc. in collaboration with various partnerships. https://www.youtube.com/watch?v=32M_4v9jWQU

Ads for ‘Digital Life’- mainly around home security aspects eg can close garage door, lock/unlock doors, see security cameras etc https://www.youtube.com/watch?v=xG261PUDRhk

‘It Can Wait’ - Dangers of distracted driving. Cautioning people not to use their phone whilst in the car. Part of a larger campaign also across various other social media platforms. https://www.youtube.com/watch?v=hVEBJxS2J_Y

A whole raft of informative videos sharing info on various initiatives and projects AT&T are currently working on/offering. https://www.youtube.com/watch?v=eMrdVNynlJI

Print

Above are a selection of posters from AT&T’s largest current print campaign. This campaign is promoting the widespread coverage of the AT&T network and its reliability in over 200 countries. These ads show various exotically painted hands depicting a wide range of different cultures/landscapes- in all of which AT&T has coverage. Each one is either tagged with ‘Best coverage worldwide’ or ‘Works in over 200 countries worldwide, including [insert country represented here]’. The ads are intriguing and eye catching and appeal to a wide user audience. AT&T wants to highlight their reliability, emphasising the quality of their product, and not just in America but all over the world. In contrast to the tv ads these ads do work well to target a younger generation. Among popular social media travel is currently a key trend with many key influencers sharing blogs, volgs and travel snaps from numerous and exotic locations. Millennials are feeling the allure of travel and want a carrier who can support that wherever they may choose to go.

To the right is another campaign with the same message- AT&T’s reliability wherever you may go. ‘If there really were a [insert mythical place here], AT&T would have you covered’. Again they use bright colours and bold graphics which are eyecatiching and intriguing.

Community

They have a section of their website to display the positive things they do in the community. This is split into three section, People, Planet & Possibilities. They use the slogan “Connect to good” & “using the power of our network to build a better tomorrow” to portray their positive input to the community.

• They are very transparent displaying regular sustainability reports and ways they are being environmentally friendly
• Technology responsibility - http://www.about.att.com/content/csr/home/people.html#icw
• Things such as Anti-texting behind the wheel campaigns and articles on hiring veterans are also displayed here.

Education

• They are currently collaborating with more than 50 Universities in the world and provide scholarships to students in engineering and other technical degrees. They offer graduate summer interns for research problems, encouraging students to build relationships with their peers and AT&T researchers.
• Since 1987 they have given $90 M to support STEM education
• (Science, Technology, Engineering and Mathematics)
• They started a mentoring programme called AT&T Aspire which matches students with employees. They have invested $317 million in since 2008 and have 9,800 students envolved in AT&T Aspire.
• They are encouraging woman and girls to pursue STEM subjects and are a founding supporter and partner of Girls who code, an organisation that support women in tech.https://girlswhocode.com.

Young Science Achievers Program (www.ysap.org)

“the program enables participating students to execute a science project with help from professional scientists who volunteer to help students formulate a budget, write a formal proposal, and then execute the project. With grants provided by the program, students purchase needed equipment and materials for the project, all of which remains with the school at the project's conclusion.”

Volunteer

• They strongly encourage their employees to do volunteer work through AT&T Aspire and other areas by participating in 5.4 million+ employee and retiree volunteer hours in 2015
• They initiated Do One Thing (or DOT), to encourage employees to create a social movement and find small ways to make a positive change in the world.

Disaster Relief

• When a disaster happens AT&T and its employees help using through disaster response, corporate giving, employee support and volunteering where needed. Since 1992 they have invested more than $600Million in Network disaster recovery programme

Subbrands

All of AT&T’s subbrands come under aspects of “telecommunications”. They vary from internet networks, to home security, to phone plans, to TV streaming. These subbrands all use AT&T’s network and provide entertainment services to it’s users. AT&T also have their own branded equipment such as headphones.

• AT&T branded products
• Cricket
• Digital Life
• Direct TV
• GoPhone
• U-verse
• Aio
• Muve Music
• Touch Commerce

AT&T branded equipment

• Headphones
• Cell phones and phone plans
• Cords and chargers
• Webcams
• Telephones
• Credit cards

Cricket

• Cricket is a prepaid wireless service provider
• 4.6 million users
• Includes voice, text and data
• Includes Muve Music as music feature
• Changing from a CDMA (Code Division Multiple Access) network to a GSM (Global System for Mobiles) network to suit AT&T’s prepaid requirements.

Digital Life

• “A smarter, safer home”*
• Home security and home automation app
• “Your home at your fingertips”*
• Offers remote control tasks eg: turning on and off lights, locking doors, etc
• You can receive notifications/ alerts based on the activity happening in your home.

*https://www.att.com

Direct TV

• TV streaming
• HD, DVR, etc
• Sign up to exclusive viewings
• Monthly fees
• “Get the ultimate entertainment experience, today”*

*https://www.att.com

GoPhone

• AT&T GoPhone phones, prepaid phones and phone plans
• No annual contracts
• No credit checks
• Offers phones, sims, plans and accessories

U-Verse

• Television provider/ TV on phone
• Includes Live TV, on demand, guide, DVR, movies, music, internet connection, IP telephone, packages and features, movie coupons, pay per view, apps, my account and support.
• Service is used in 21 States
• Faster version of the regular DSL (Digital Subscriber Line)

Aio

• Wireless prepaid service provider
• Offers service using AT&T’s mobility
• Nationwide networks and wireless networks
• Data plans
• Mobile network provider

Touch Commerce

• Channel solutions
• Provides software and analytics that connects customers
• Includes a support chat
• Touch Commerce is an omni-channel (a cross-channel business model that companies use to increase customer experience)

Partnerships

AT&T & Apple

• (Partners since 2006)
• Since the release and rise of popularity of the Iphone in 2007, AT&T’s profits are obviously up.

Example:
AT&T has meanwhile announced the return of a limited-time promotion offering a second "free" iPhone with the purchase of a new one. Both phones must initially be bought through AT&T's Next installment program, and the second one must moreover be on a new line and put on a 24-month payment scheme. Once the devices are on qualifying voice and data plans, the company will begin paying back $650 spread over the course of 30 monthly bill credits —starting sometime within the first three billing cycles.

AT&T & Apple

• (Partners since 2006)
• Since the release and rise of popularity of the Iphone in 2007, AT&T’s profits are obviously up.

Example:

AT&T has meanwhile announced the return of a limited-time promotion offering a second "free" iPhone with the purchase of a new one. Both phones must initially be bought through AT&T's Next installment program, and the second one must moreover be on a new line and put on a 24-month payment scheme. Once the devices are on qualifying voice and data plans, the company will begin paying back $650 spread over the course of 30 monthly bill credits —starting sometime within the first three billing cycles.

AT&T & Amazon
“AT&T Announces New Strategic Relationship with Amazon Web Services to Integrate Cloud and Networking Capabilities.”

Former competitors have now joined forces. On Oct 6, 2016 AT&T and Amazon announced a strategic alliance aimed at assisting enterprise customers to migrate to and utilize the AWS Cloud with the AT&T network.

AT&T & Time Warner

Time Warner net income‎: ‎US$3.833 billion (2015) Number of employees‎: ‎24,800 (2016)

A big deal that is happening at the moment  is Time Warners plans for a $85.4 billion sale to AT&T . (Time Warner Inc. is an American multinational media and entertainment corporation.  It is currently the world's third largest entertainment company.)

AT&T understand that Internet firms like Google and Facebook and Amazon and Netflix are the new media companies. They deliver enormous amounts of video online, posing a direct threat to old-school television and movie companies and becoming telecoms, threatening the likes of AT&T.

The proposed AT&T/Time Warner deal combines two powerhouses. AT&T is the nation’s largest pay TV provider, the second-largest wireless provider, and the third-largest home Internet provider. And time warner It is currently the world's third largest entertainment company in terms of income.

Time Warner own the likes of  HBO, CNN, Warner Brothers, DC Comics, TBS, TNT, the Cartoon Network and broadcast rights to many live sporting events.

Pundits quickly noted that diving into the content industry could be AT&T’s attempt to fill the hole that is created as customers ditch cable TV in favor of streaming services like Netflix, Hulu, and YouTube. That’s true, but another shift is happening, too.