AT&T’s Success Will be Based on “Three Screen” Execution

The AT&T Experience Store is part of the multifaceted campaign to transition the Cingular brand to AT&T which the SBC management believes is one of the best-known and iconic brands in the world.
 
It is interesting to note that the “New AT&T” is becoming what C. Michael Armstrong had envisioned and structured the old AT&T to achieve almost 10 years ago.  C. Michael Armstrong was obviously ahead of the curve and the time has come for others to see his vision through by putting most of the parts of AT&T back together again. Furthermore, proper execution will be key to the success of AT&T’s “Three Screen” offering.
 
A&T’s “Three Screen” offerings can get very confusing for your average consumer.  As Apple has found with its expansion beyond personal computing, brick and mortar stores are of utmost importance to introduce and explain Apple’s offering.  It may be even more important for AT&T as they also still have several million people on the old AT&T plans that have not converted to Cingular plans. This is where training of sales staff comes in.  The sales staff will need to be well trained to move the Old AT&T people to the New AT&T services.  Cingular (New AT&T) sales people are dreading those confusing conversions.  If AT&T executes this effort correctly, AT&T Experience Stores will also be the main training centers for the very large number of AT&T agent owned stores.
 
 
It's good to see AT&T transitioning their retail initiatives. It will also be interesting to see how they launch and merchandise the upcoming Apple iPhone.  Success will be based on execution.