AT&T tackles the mobile dichotomy

This event report discusses how AT&T, the telecoms giant, is addressing a conundrum at the heart of the mobile ecosystem: that its customers are empowered by new technology but overwhelmed by the pace of change.

AT&T tackles the mobile dichotomy

Stephen WhitesideWarc

From "showrooming" on smartphones in bricks-and-mortar stores to streaming online video via a tablet in the living room, evidence of the popular love affair with technology is seemingly all-pervasive.

Having helped kick start the mobile revolution as the exclusive provider of the iPhone in 2007, AT&T – which boasts 116 million wireless customers – can claim an almost unparalleled insight into developing attitudes and habits in this space. And for Esther Lee, the firm's svp/brand marketing, advertising and sponsorships, the reality is far more complex than technophiles usually suggest.

"When we first...

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