0
Wireless

AT&T mulling launch of cheaper, ad-supported mobile phone deals - CEO

Wednesday 16 September 2020 | 10:54 CET | News

AT&T is looking into introducing mobile phone deals partially supported by advertising, CEO John Stankey told Reuters in an interview. “I believe there’s a segment of our customer base where given a choice, they would take some load of advertising for a USD 5 or USD 10 reduction in their mobile bill,” Stankey said. Key to the plans will be launch of an ad-supported version of AT&T’s HBO Max streaming service and subsequent new advertising inventory. With this launch as a base, the new phone packages would launch after, in a year or two, Stankey said. 

The consideration comes amid AT&T’s intention to sell certain assets in order to reduce its debt load. The carrier is looking carefully at its portfolio of services in order to identify what operations can go on sale. Reports earlier this month said the company wanted to dispose of its digital ad business Xandr, as well as Crunchyroll and DirecTV. 

AT&T is betting on better advertising targeting to drive its ad-supported deals and make them a success. This type of advertising would also allow the company to sell ads for high prices, the CEO said. AT&T engineers are creating “unified customer identifiers,” Stankey continued. The technique would allow marketers to identify users across multiple devices and serve them relevant advertising. 

AT&T has invested in developing targeted advertising on its own media properties using data from its phone, TV and internet customers, but the company has been “slower in coming up the curve” on expanding its marketplace that allows advertisers to use AT&T data to target other media companies’ audiences, Stankey said. Xandr made a push in March to drive more advertising deals and improve its service. The unit updated Xandr Invest, its buying platform for advertisers, and cut an ad deal with a number of entertainment companies, including AMC Networks, Disney and WarnerMedia. 

The use of non-AT&T data might come under fire in the future from privacy rules such as the California Consumer Privacy Act. “I don’t know if we can count on it in perpetuity,” Stankey said, referring to the use of non-AT&T-owned data.



Free Headlines in your E-mail

Every day we send out a free e-mail with the most important headlines of the last 24 hours.

Subscribe now

Categories: Mobile & Wireless
Companies: AT&T / Xandr
Countries: United States
::: add a comment
This article is part of dossier

5G


Add comment

We welcome comments that add value to the discussion. We attempt to block comments that use offensive language or appear to be spam, and our editors frequently review the comments to ensure they are appropriate. If you see a comment that you believe is inappropriate to the discussion, you can bring it to our attention by using the report abuse links. As the comments are written and submitted by visitors of the Telecompaper website, they in no way represent the opinion of Telecompaper.


Related

Weekly news summary: mmWave innovations, advertising at Bouygues and AT&T, Spark strategy update, another telco goes private

Published 21 Sep 2020 12:01 CET | World
This week's news shows mmWave starting to gain traction in the 5G market, along with steady progress in fibre, with more money in ...

DirecTV Go available as standalone OTT service in Argentina

Published 17 Sep 2020 14:24 CET | Argentina
AT&T has launched a standalone version of its OTT platform DirecTV Go for all subscribers in Argentina, reports website ...

AT&T says HBO grows past target, considering ad-supported SVoD service

Published 17 Sep 2020 09:12 CET | United States
AT&T increased the total number of HBO and HBO Max subscribers in the US in the first half of 2020 and reached its subscriber ...

AT&T puts focus on reducing debt, as well as investments into fibre, 5G and entertainment content

Published 11 Sep 2020 11:05 CET | United States
AT&T CFO John Stephens said AT&T is confident it can continue to strengthen its balance sheet while also investing for targeted ...

AT&T puts digital ad business Xandr up for sale - report

Published 02 Sep 2020 08:41 CET | United States
AT&T is exploring the potential sale of its digital advertising business Xandr, people familiar with the matter told the Wall ...

AT&T enhances Xandr Invest buying platform for advertisers

Published 11 Mar 2020 14:44 CET | United States
AT&T said the system reaches 76 percent of all US households, with the potential to reach 208.2 million total viewers per month. ...





Calendar   /   Industry Events

22 Sep BIG 5G Event
23 Sep Submarine Networks Wold 2020
23 Sep China SDN/NFV/AI Conference
23 Sep Samsung Galaxy Unpacked event
28 Sep Open Networking & Edge Summit
28 Sep The Edge Event
29 Sep Micron Technology fiscal Q4
29 Sep Tech & Politics Forum by FT-ETNO
29 Sep VMworld
29 Sep ConnecTechAsia
::: More Calendar Items