At&t: Another Century of Innovation Case Study

AT&T: Another Century of Innovation Case Study

Rebecca Rodecap

August 26, 2017

Strategies-And-Policies-OAD-49100

Professor Muscia

AT&T Case Study

        AT&T is one of the larger telecommunication companies, but just like everything else in the world this company has many competitors such as Verizon, US Cellular, and many more. Having the ability to partner with larger companies such as Apple, has technological advanced them faster than some of their competitors putting them in the lead. When cellphones became a huge priority to many users, this is where the market became saturated and AT&T had to come up with new strategies to keep them on top of the cellular pyramid.

Major Issues

        Some of the major issues that AT&T has faced is the loss of iPhone exclusivity, other wireless companies have been able to tap into the Apple products, such as their largest rival Verizon. The markets have become saturated, over 91 percent of Americans use cell phones and the subscriber growth has gone from AT&T to many different networks (Hitt, Ireland, & Hoskisson, 2013).

        Services began pairing together, which opened the door to other competitors to do the same, a lot like follow the leader. Nobody wants to be left behind when it comes to new innovations and strategies to keep their companies on top. AT&T, Verizon, DirecTV, Cox, and other forms of telecommunications have built packages to keep customers happy, and offer them discounts to keep them using their services.

Strategies

        Something that AT&T has is their ability to overcome challenges and to continue to maintain growth. Another strategy that AT&T has relied on is making sure that their customers are happy! Customer loyalty is key in keeping businesses like this growing, they split their company into different operating segments and then broken down their customer service based on those four areas (Hitt, Ireland, & Hoskisson, 2013).

        Marketing, will make or break a company. By maintain a strong presence in different areas such as print, television and internet, AT&T keeps their name nationally recognized, allowing their customer base to not only maintain but also grow.

        Opening up doors to new opportunities is another way for AT&T to stay above the rest. They have done this by offering what they call U-verse, which is a video service, that their competitors are throwing a fit about because they feel that it should be classified as a cable service. Something that we talked about this week in our books is nonetheless keeping an eye on our competitors. In these terms, this is something that the competitors have being doing to AT&T, they have been watching their up’s and down’s their growth and cutbacks, also they have been watching their strategies to remain afloat. Then they eventually pick up on these strategies and play follow the leader, which again turns into a vicious cycle of who is going to come up with the next, latest and greatest innovation.

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