AT&T is struggling with how to “stay in the game and stay relevant” in light of innovations such as apps, a company executive told attendees at a luncheon organized by the Dallas chapter of Women in Technology International.
“Our business model fundamentally has to change; we have to ţhink about it differently,” said Bill Hogg, senior vice president, Network Planning & Engineering, AT&T.
Hogg predicted ‘there will be no more app stores in the future because of HTML5.” He said monetization will generate change regarding apps.
AT&T is working on new apps now and is pointing its network out and becoming more open to allow innovation, Hogg said.
Furthermore, he talked about the industry facing a spectrum crunch because during the last 4 years wireless consumption has increased 8K percent. Distributed antenna system is a solution, according to Hogg. Working with the FCC to resolve the problem is also on the table.
Hogg’s luncheon presentation on January 23 was held at AT&T’s Dallas headquarters.
Women in Technology International's next Dallas-area event is Tuesday featuring Life Coach Jewel Brodie, whose topic is "Successful Career Transitions."
Other technology news of interest:
Megaupload case exposes cloud computing risks
Big email companies and online bankers fight phishing
Magazines are becoming more innovative by embracing mobile and digital platforms enabling brands to engage consumers using fully integrated campaigns, according to three Fortune 500 marketers who spoke at the Dallas Advertising League’s 12th annual Magazine Day luncheon.
Ruby Anik, senior vice president of Brand Marketing at J.C. Penney Co. Inc. (JC Penney), Paul Golden, chief marketing officer at Samsung Telecommunications America and Erick Soderstorm, vice president of Brand Marketing and Advertising at AT&T, discussed on May 10, 2011 the ‘sending power’ “of print” relative to the digital content inundating consumers.
“Everything is media today,” said Soderstorm, who stressed the importance of having a dialogue instead of a monologue with consumers. He said an exchange of ideas creates advocacy. He urged magazines to “be trend hunters” and to remember that content is still king.
Anik said her company, in an effort to reach teen consumers, was challenged by the mindset “it’s our mothers’ store.” JC Penney created a “sweet 16 group,” said Anik. The team uses a “360-degree, fully integrated” approach in successfully promoting “hot” items to the 16-year-old demographic, she said.
Golden outlined an “integrated campaign with Condé Nast” that asked consumers what they wanted. He said he could not reveal specific results and summarized by stating Samsung received “double digit brand metric lifts” that engaged the audience with “digital content and community.”
Don Rossi, senior advisor of Marketing and Advertising at The Association of Magazine Media, moderated the panel discussion, which was held at the Hyatt Regency Dallas.
About the Author:
Regina L. Burns, M.A., Project+, is an award-winning multimedia editor and journalist, specializing in Black history and African American stories at Harvest Reapers Communications. Her work has been published in Texas Highways magazine, WFAA-TV, The Dallas Morning News, the Fort Worth Star-Telegram as well as The Commercial Appeal, the Tri-State Defender and The Flyer, among others.