Saad+D+blog+post+analysis

Saad D

TO: Proximity Mobile Team FROM: Daniel Saad SUBJECT: New York Times article on iPad and AT&T Coverage DATE: February 1, 2010

We were asked to summarize this memo a //New York Times// article discussing AT&T’s attempts to expand its 3G Network coverage with more towers to meet demand created by the new Apple iPad. I recommend that we ask TU students to what extent speed and coverage of a cell network determines which mobile devices they buy.


 * AT&T Reaching Out**

The iPad will test AT&T’s network out to the max. The general use of the iPad will be used in most coffee shops or homes. It will need to utilize the 3G network, but will be helped by the Wi-Fi ability. As reported by Jenna Wortham in //We Can iHandle It, AT&T Says//, AT&T plans to add an additional two billion in to the wireless network and data. They plan to expand their coverage or as AT&T calls it “closing the gap” on the areas with spotty coverage. AT&T’s expansion can really help the iPhone and most importantly the release of the iPad.


 * Why are 3G Network and Data Expansion Important**

This effects which mobile devices people buy, and what are mobile providers need to do to attract Gen-Y through mobile ads.

· **Network Range Increase** **–** AT&T plans on adding two thousand more cell sites, and upgrade to fiber-optic connectivity. This will limit the amount of dropped calls, and possibly push their connection range above and beyond any other mobile provider.

· **3G Data Increase** – The amount of data being transferred is increasing greatly. AT&T is racing to increase the 3G-radio capacity by one-third in places with high traffic areas. The update to 7.2 High Speed Packet Access will improve the performance of data transfers in the iPad and iPhone.


 * Questions to ask Proximity Mobile Users**

With the coming out of the iPad on the rise and AT&T’s network and 3G coverage increasing, we need to find out how important reliable coverage and the 3G speeds are to mobile users.

· What is the first thing do TU students and Proximity mobile users look for in mobile providers? · Would AT&T be considered to have reliable coverage in most areas with the iPhone? · How do you feel the iPad will give a sense of a fast reliable coverage, and a strong 3G data speed to AT&T?

If the focus group answered these questions, we could provide some great information and insight that would provide AT&T with a greater understanding on a better reliable service.

__Reference__ Wortham, J. (2010, January 28). We Can iHandle It, AT&T Says. //New York Times//. Retrieved February 1, 2010, from http://bits.blogs.nytimes.com/2010/01/28/we-can-ihandle-it-att-says-it-is-improving-network/