& cplSiteName &

AT&T: Does the 'Plus' Mean SPIT?

Sarah Thomas

3:25 PM -- AT&T Inc. (NYSE: T) is trialing a new loyalty program, called AT&T Plus, for its highest-paying customers. Details on the program are slim, but it seems to me like a great opportunity to put Service Provider Information Technology (SPIT) into action. (See The SPIT Manifesto 2.0.)

Plus is designed to reward AT&T's most valuable customers with special offers, direct access to customer support, even free coffee gift cards. The carrier is trialing the service in Colorado, Minneapolis and Houston, but isn't sharing the details. An AT&T spokesman only noted the trial is with a select group of its wireless customers "to get their feedback on their interest in this type of program and the benefits they’d like to have from us."

For a program like this to be effective, I imagine AT&T has some kind of tool in place to weed out its highest-margin customers from its subscriber data management and billing systems. AT&T wouldn't say, however, whether that's a software tool it's getting from a vendor or if it built its own internal application for the same function.

Either way, my hope is that they leverage SPIT technologies to make it a valuable program that goes beyond just expedited customer support. As a triple-play provider, AT&T has customer data across TV, Internet and mobile services, but so far it doesn't seem to leverage its backend knowledge.

Case in point, Light Reading Editor-in-Chief Phil Harvey has been an AT&T customer for years, but says he repeatedly gets the same offers for services he already subscribes to.

"They don't see me as one customer that buys a dozen services," he says. "They see me as a dozen customers that all happen to have the same name and live at the same address."

Sounds like a missed opportunity to me, but hopefully one AT&T will begin to rectify by launching a loyalty program Plus SPIT.

— Sarah Reedy, Senior Reporter, Light Reading Mobile

(2)  | 
Comment  | 
Print  | 
Related Stories
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
12/5/2012 | 5:37:47 PM
re: AT&T: Does the 'Plus' Mean SPIT?

The acronym is not catching on.  You're embarassing is all.  

-False Acronym Removal Team

12/5/2012 | 5:37:46 PM
re: AT&T: Does the 'Plus' Mean SPIT?

Ooh, False Acronym Removal Team -- I'm sure we can use that! 

More Blogs from Que Sera Sarah
Congratulations to AT&T's Anne Chow, CableLab's Dr. Jennifer Andreoli-Fang and Movandi's Maryam Rofougaran, our 2018 WiC Leading Lights winners.
Heavy hitters in cable, open source and optical networking make up the five women who are shortlisted for the Hedy Lamarr-inspired Female Tech Pioneer of the Year category.
Four worthy women from the worlds of cable, the enterprise, data centers and B/OSS make our shortlist for the year's Most Inspiring Woman in Comms.
Libelium and Movandi and their founders are pioneering new technologies that are already changing the game for IoT and 5G, respectively, making them startups you want to keep an eye on in 2018 and beyond.
Ten worthy women and two trailblazing startups made the shortlist this year for Women in Comms' Leading Lights awards. Winners will be unveiled soon at BCE.
Featured Video
Upcoming Live Events
March 16-18, 2020, Embassy Suites, Denver, Colorado
April 20, 2020, Las Vegas Convention Center
May 18-20, 2020, Irving Convention Center, Dallas, TX
May 18, 2020, Hackberry Creek Country Club, Irving, Texas
September 15-16, 2020, The Westin Westminster, Denver
All Upcoming Live Events
Upcoming Webinars
Webinar Archive
Partner Perspectives - content from our sponsors
Challenges & Key Issues of Constructing 'MEC-Ready' 5G Bearer Networks for Carriers
By Dr. Song Jun, Senior Solution Architect, Huawei Datacom Product Line
Good Measures for 5G Service Assurance
By Tomer Ilan, Senior Director of Product Management, RADCOM
Automation Scores Against Operational Costs – The Business Benefits of Automation and Orchestration
By John Malzahn, Senior Manager, Service Provider Product Marketing, Cisco Systems
All Partner Perspectives