At&T Business Strategy
PREPARED BY ALVIN WHETSTONE AT&T Wireless is the leading wireless telecommunications provider in the US market. The US wireless market constitutes over 243M wireless subscribers. This represents a market penetration of 81%. The wireless market sells mobility of voice and data (video-media, download content and internet access).
The wireless market is distributed between the following major competitors and distinguishing technology.
AT&T- TDMA,GSM, UMTS/HSPDA
Verizon Wireless – CDMA, EV-DO
Sprint-Nextel- CDMA, EV-DO
T-mobile - GSM, UMTS
Upon the acquisition and merger of legacy AT&T Wireless by Cingular Wireless and the solidification of SBC, BellSouth and Cingular Wireless, the New AT&T mobility business unit now leads in the current market share narrowly over Verizon Wireless. Figure 1 AT&T 27.1%, Verizon 26.3%, Sprint-Nextel 23.6%, Other 11.9%, T-mobile 11.1%. Source Forrester Research December 2007.
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 (video share).
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
The wireless market is distributed between the following major competitors and distinguishing technology.
AT&T- TDMA,GSM, UMTS/HSPDA
Verizon Wireless – CDMA, EV-DO
Sprint-Nextel- CDMA, EV-DO
T-mobile - GSM, UMTS
Upon the acquisition and merger of legacy AT&T Wireless by Cingular Wireless and the solidification of SBC, BellSouth and Cingular Wireless, the New AT&T mobility business unit now leads in the current market share narrowly over Verizon Wireless. Figure 1 AT&T 27.1%, Verizon 26.3%, Sprint-Nextel 23.6%, Other 11.9%, T-mobile 11.1%. Source Forrester Research December 2007.
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 (video share).
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