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Marketing Project 1

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Running head: AT&T Marketing Project 1 1

AT&T Marketing Project 1

William Demarest

Baker College

Author Note

William Demarest, Marketing Major Student, Baker College

Correspondence concerning this article should be addressed to William Demarest, Baker College, 17710 Floral St, Livonia, MI 48152. Email:wdemarest@hotmail.com

Running head: AT&T Marketing Project 1 2

Abstract

AT&T is the 2nd largest cellular company in the U.S. today. While there are several competitors in the telecommunications industry, the company’s largest competitor however, is Verizon wireless. AT&T has several services in its portfolio, to include, wireless cellular service, U-verse cable, cloud based applications, and land line phone service. In the most recent years AT&T’s major business focus has evolved into its cellular services and cloud based applications.

Keywords: telecommunications, cellular, wireless, cloud based applications

Running Head: AT&T Marketing Project 1 3

AT&T Marketing Project 1

AT&T is a multinational telecommunications company whose world headquarters are located in Dallas, Texas. AT&T is the largest combined landline and telecom provider in the US (Leichtman Research Group, 2013). AT&T’s history can be traced back to Alexander Graham Bell and the original Bell Telephone company. AT&T established several companies that the government finally considered a monopoly. In 1984, US government regulators broke the monopoly, Sprint and MCI quickly entered the industry as direct competitors. In 2005 SBC acquired AT&T for 16 billion dollars, after the acquisition SBC chose to keep the AT&T name and brand. AT&T is currently the 14th largest company in the US (Fortune 500, 2013) and 24th largest company in

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