client login
Username
Remember Me
Forgot Password
Password
CATEGORIES
 
Local Media Blog [ 1215 ]  RSS ATOM


Blog Home

Contact Kelsey

Bookmark this page



SEARCH
 


previous month  OCTOBER 2006  next month
s m t w t f s
1 7
8 13 14
15 19 21
22 28
29
30
31


BLOG ARCHIVE
 
RSS ATOM  Full archive
 
current month



RECENT ENTRIES
 
 
RSS ATOM


BLOGGERS
 
admin [ 0 ]  RSS ATOM
Carlotta Mast [ 0 ]  RSS ATOM
Charles Laughlin [ 170 ]  RSS ATOM
Greg Sterling [ 750 ]  RSS ATOM
John Kelsey [ 80 ]  RSS ATOM
Kathleen Passarelli [ 0 ]  RSS ATOM
Matt Booth [ 53 ]  RSS ATOM
Michael Taylor [ 1 ]  RSS ATOM
Mike Boland [ 214 ]  RSS ATOM
Neal Polachek [ 53 ]  RSS ATOM
The Kelsey Group [ 0 ]  RSS ATOM


COUNTER
 
Visitors    1846758
Online users 139
 



Oct 27 2006
Printable version  |  Email to a friend
AT&T Success Story: Triple Play in Action
I am in the process of moving and somehow AT&T knew about it. A packet came in last week's mail branded as �AT&T Mover�s One Source.� I�m still not sure how the company knew I was moving. As a current AT&T DSL subscriber, perhaps they took note when I moved my service exactly a year ago and guessed right that I am a nomadic twenty-something urban dweller who will move again when my lease expires.

Either way, the packet is meant to make it easier for customers to move existing service and consider new bundled service options, or for prospective customers to switch to bundled services � which have benefits of cost and ease � while they are already moving. I was compelled to call because switching my DSL service was already on my growing to-do list (along with renting a U-Haul, hunting for boxes, etc.).

Upon calling I was offered Cingular Wireless service and promotions for switching and bundling my voice, data (DSL) and wireless services. This included saving almost $10 per month on my DSL and getting a wireless plan comparable in price to my current Sprint plan. The bonus here was the coveted Razr phone, offered free as a promotion to existing AT&T DSL customers. Given that my Sprint contract has been over for months and my friends laugh at me for my two-year-old Samsung phone (archaic in device years), I was an easy sell. So you�re looking at a born-again Cingular customer.

Now all three services will come with one bill and the total is just north of $70 (not counting long distance for the fixed line, which I don�t use anyway). And when AT&T IPTV service comes to San Francisco, I�m going to be hard-pressed not to consider adding it to this service (and billing) bundle. Given that I just spent a lot of time on a report on �quad-play� bundled services, I fully realize the economies of scale this will bring to telecoms and cable companies. But more than anything, this event drove home for me the sales, retention and consumer benefits that bundled services will have. Comcast earlier this week in fact reported strong third quarter earnings attributed to its bundling strategy.

How cable cos. and telcos market and promote these services, execute good customer service (as John Kelsey pointed out earlier in the week) and aggregate content to offer compelling video services will all determine who comes out on top. How they tie together all four services to become content and advertising distribution networks will likewise determine the leverage they will enjoy in the next-generation media environment.
 
Local Media Blog
posted by  Mike Boland at  00:49 | comments [0] | trackbacks [0]


BLOG COMMENT


ADD COMMENT
(*) indicates required fields
author (*) :
email address :
url :
 
  bold italic underline add hyperlink add email hyperlink centre unorder list order list add image quote emoticon smiles
 
comment (*) :

html code

ubb code

max characters : 2000

+
- +
-
characters remaining :
remember me :
 
 
 



The Kelsey Group, 600 Executive Drive, Princeton, NJ 08540-1528
Tel: (609) 921-7200 Fax: (609) 921-2112 EMail: [email protected]
Copyright© 2005 The Kelsey Group. All Rights Reserved.