This ad campaign is ATT's chance to explain what the industry is going to look like going forward and what its role will be. By taking the ATT name, the company got a chance to reinvent itself in the marketplace.
More Quotes from Jeff Kagan:
ATT is reinventing itself as a voice over IP player,Jeff Kagan
No carrier wants to roll out a service only to have it not live up to customers' high expectations. Carriers want the fastest route to having a robust and reliable service on the market.
Jeff Kagan
ATT actually exited the cell phone business in its early days and had to buy its way back into wireless later. If it hadn't been broken apart, you'd never have gotten the creative juices of competition that pushed all this new technology we have today.
Jeff Kagan
The carriers are finding all sorts of new ways to make money.
Jeff Kagan
Some of the carriers will not be able to develop their own services, especially when it comes to delivering video content. Partnerships will be important for those who want to have a full bundle to offer but can't develop the services on their own.
Jeff Kagan
It's the next natural wave of industry consolidation.
Jeff Kagan
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