For Tecos it has always been tough to shed the old stogy carrier image serving voice calls. Most of them even created separate brands for their Mobile phone services to be able to look next generation. AT&T being the oldest carrier in US after having resurrected itself from SBC started to look at tapping the consumers again in a big way. The management had espoused the so called "3 screen strategy", which essentially meant that AT&T had to dominate all the 3 screens which consumers use for their daily information needs.
- Mobile phone
- Iphone and the App store: With Apple now dominating the smartphone segment, it has turned a windfall for AT&T. The millions of addictive Apps on Apple Appstore has meant that people use the phone much longer and which in turn means that the network usage for AT&T has gone up and that translates to higher ARPU. With the concept of Appstore taking off AT&T does not have to worry about creating mobile apps or tying up with a whole host of vendors for serving apps.
- Ipad and the new way to work: Ipad put Apple into a new league of what was earlier termed as Netbooks. As more and more office productivity Apps move to cloud the need for larger desktop/Laptops go down. Ipad have been selling like hot cakes almost at the rate of 1 Mn a month and that does not seem like abating. With Applications like Facetime which work on AT&T 3G network again it will mean higher bandwidth usage by consumers. Actually AT&T and the likes are now revising their mobile broadband tariff plans. No more free lunches!
- Apple TV & Content on demand: With Apple recently announcing the new Apple TV itunes combo, people can now rent TV programs through same iStore which people are used to for their iphone and IPAD applications. This effectively now means that you can seamlessly work your content across the 3 screens Mobile, Netbook/PC and TV.