AT&T Wireless

Paper Summary:

The paper examines the environmental factors and broader industry-wide trends concerning AT&T Wireless and presents a SWOT analysis of the company. The paper also analyzes the company's segmentation strategy and provides recommendations on minimizing customer churn.

Outline:
Executive Summary
Environmental Analysis and SWOT Analysis
Segmentation and Churn
Strategies for Reducing Churn
Recommended Alternative

From the Paper:

"AT&T is one of the best-known brands globally in the telecommunications industry (Ritson, 2007). AT&T's brand is further strengthened by its enterprise services (Engebretson, 2006) and wireless telecommunications services. Despite the industry going through significant consolidation and the oligopoly that exists with four companies comprising nearly 80% of the total industry service revenues including AT& T Wireless (formerly Cingular Wireless), Verizon Wireless, Sprint Nextel and T-Mobile USA, AT&T has continually been able to retain its largest digital voice and data network which has been able to sustain 290 million users of their network in the top 100 US markets. This has been accomplished through a combination of foresight branding decisions (Wasserman, 2007)."

Sample of Sources Used:

• Ahn, Jae-Hyeon Sang-Pil Han, Yung-Seop Lee. (2006). Customer churn analysis: Churn determinants and mediation effects of partial defection in the Korean mobile telecommunications service industry. Telecommunications Policy, 30(10/11), 552. Retrieved March 15, 2008, from ABI/INFORM Global database. (Document ID: 1166810491).
• Allison, Kevin (2007, November). AT&T spills beans on faster 3G iPhone launch. FT.com,1. Retrieved March 17, 2008, from ABI/INFORM Global database. (Document ID: 1391331811).
• T Randolph Beard, George S Ford, Richard P Saba. (2006). An Econometric-Driven Merger Simulation: Considerations and Application. International Journal of the Economics of Business, 13(2), 217. Retrieved March 12, 2008, from ABI/INFORM Global database. (Document ID: 1149224251).
• Robin Bienenstock, Paola Bonomo, Richard Hunter. (2004). Keeping mobile customers. The McKinsey Quarterly,(1), 9. Retrieved March 15, 2008, from ABI/INFORM Global database. (Document ID: 542491091).
• Kenneth Cline (2008, March). Mobile Banking. Banking Strategies, 84(2), 36-45. Retrieved March 16, 2008, from ABI/INFORM Global database. (Document ID: 1436859391).

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APA Citation:

MLA Citation: