In a perfectly timed move executed in consort with their Olympics advertising campaign, AT&T has rolled out three simultaneous initiatives that will likely spur the uptake of CallVantage, their VoIP telephony service aimed at broadband customers.
First they have expanded to another 21 markets, giving them what is likely the widest reach of any next generation carrier. Second they have taken a page out of Vonage’s book and are now offering unlimited calling to Canada, so while Primus is offering Europe via Lingo, AT&T is saying with this move that there is a market for this type of service. Lastly, AT&T is offering inside wiring service for residential subscribers that makes it easier for consumers to make CallVantage part of their existing on premise wiring.
When taken in conjunction with their cable marketing agreements as reported in USA Today these three moves, plus that one blockbuster announcement clearly shows that AT&T is looking to make VoIP easy for anyone to have, by eliminating both the last mile issue and the installation issue.
They sound more and more like a company that remembers their roots, while looking forward to the future by delivering something consumers desire from a company when it comes to comunications. Reliable. Dependable. Able to get the service to you.
Watch the commercials on the Olympics and see how the spots evoke that sense of tradition and trust, yet with a very well woven sense of being the communications company for the future.