AT&T Competitive Analysis
- 1. Executive Summary Messaging – Q1 & Q2 2011 Enterprise: • Overall, competitors in the enterprise space have been working to maintain cadence, consistency and evolution of their brands. Small Business: • In the small business sector, cable companies are expanding their services to address the growing needs of small business owners making them. • Verizon is responding by touting its larger and technologically advanced networks, products and services. © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of 4 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
- 2. AT&T Small Business Message: “Just what you need, and nothing you don’t.” Objectives: • Increase inward access lines and broadband share, helping small business work better by delivering simple and valuable solutions that can make them more productive - today. Strategic Approach: • AT&T offered an entry level, low priced bundle, with the option to include additional components to increase response in the market. By offering the bundle as a customizable solution, AT&T took a consultative position, tailoring the offer per the specific needs of the small business and exclusive of superfluous products and services. © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of 6 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
- 3. AT&T Small Business - 360 Activity PR Activity: • AT&T has integrated the AT&T Office@Hand app for iPhone, a mobile PBX application which allows small businesses with an existing wireless account from AT&T to configure and manage their office phone system on-the-go. Read more: AT&T Office@Hand App Helps Small Businesses Social Media Activity: • Facebook: 3,064“Likes” - AT&T Small Business Facebook Page • Twitter: 9, 406 Followers - AT&T Small Business Twitter Page • AT&T YouTube: 125 Subscribers - AT&T Small Business YouTube Channel © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of 7 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
- 4. AT&T Small Business Q1 Samples DIGITAL (AFL 1T Offer) © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of 8 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
- 5. AT&T Small Business Q1 Direct Mail © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of 9 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
- 6. AT&T Small Business Q2 Samples PRINT: Architect TV :30 Anthem DIGITAL: Architect DIGITAL: All For Less 10 © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
- 7. AT&T Small Business Q2 Direct Mail 11 © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
- 8. Cisco Message: “Together, we are the human network.” Objectives: • In Q1, Cisco extends their brand message (the human network) very specifically to business processes. In the past, their communication lived in a somewhat agnostic place where business situations and human moments were intertwined. This new move carves out business more specifically than previous work and includes a POV on why many networks are not “good enough.” • In Q2, Cisco extends their brand message (the human network) again, but with a 360 emphasis on security in the cloud. This new move specifically points towards secure business. Strategic Approach: • Maintain the essence of the “human network” but marry it with specific claims like secure, intelligent, etc. Identify the tie to specific business processes like collaboration and productivity. © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of 66 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
- 9. Cisco Impact on AT&T: • This evolved approach adds more to their enterprise messaging, and should be expected to continue to build credibility for the brand within the IT target. Notable Spend and Occurrence: • Cisco ran a Secure TV spot that was in market from 01/27/11 - 03/09/11 nationally. With 148 occurrences, the total spend was $1,367,000.10. • In Q2, Cisco ran a Borderless print ad that was in market from 05/09/11 - 05/16/11 nationally. With 2 occurrences, the total spend was $86,000.00. © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of 67 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
- 10. Cisco 360 Activity: PR/Events Event Activity: • Cisco is committed to offering both online and in-person training, speaking and consultative seminars for vertical segments and key targets (i.e. CIO’s, IT decision makers, IT support and research teams) • See all Cisco Events Here PR Activity: • Cisco announced it is enabling businesses to connect with consumers with full interoperability between Cisco's umi portfolio and Cisco TelePresence systems used by businesses. Among the advantages of B2C connectivity Cisco hopes to improve: distance learning, tele-health, virtual professional services and community services. Read more: Cisco connects business and consumer telepresence © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of 68 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
- 11. Cisco 360 Activity: PR/Events PR Activity: • Cisco's cloud computing strategy is starting to accelerate, with a focus on providing infrastructure that makes it easier to get started and expand quickly. Companies such as Cisco and HP are competing to provide the next generation networking technologies and infrastructure for the new, modern data centers. Read more: Cisco Expands Cloud Computing Strategy • Cisco acquired newScale Inc., an IT services company to help its customers move into the cloud. Read more: Cisco Moves to purchase NewScale to Expand Cloud Offering © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of 69 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
- 12. Cisco 360 Activity: Social Media Activity: • Twitter (61,833), Facebook (183,528 “Likes”), YouTube (3,170 subscribers) • Cisco uses the Twitter channel to interact with customers, post articles, announce new events, products and retweet relevant information. With the Facebook page, they interact with customers and post discussion topics. Most links lead back to their homesite or a landing page with information concerning products and offerings. YouTube is used to post interviews, tutorials, and commercials. • In Q2, Cisco continued to enrich it’s YouTube user experience by posting new ads and how-to videos, targeting IT professionals across industries and specialties. Result: • Cisco goes back to their brand message of “A Human Network” by creating an open community for users to interact. They post new discussion topics that are responded to by customers. The customers then interact with each other, creating relationships. © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of 70 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
- 13. Cisco DIGITAL Q1 Competitive Samples TV :30 CISCO HOMEPAGE © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of 71 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
- 14. Cisco Cloud With Confidence Q2 Competitive Samples PRINT DIGITAL © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of 72 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.