Kennedy+M+blog+post+analysis

Kennedy M

TO: Proximity Mobile Team FROM: McGregor Kennedy SUBJECT: NYT Article on AT&T DATE: January 28, 2010

The following summarizes and discusses a recent //New York Times// article by Jenna Worthham entitled “We can iHandle It, AT&T Says.” This article discusses various ways in which AT&T plans to expand their network for current customers and their future iPad clientele. This article could prove to be useful to Proximity Readers as the majority of them are most likely mobile users.


 * What AT&T is Facing**

The iPad has potential buyers asking if AT&T has a strong enough network to support this device's features. The iPad article claims AT&T is planning to expand their network in order to satisfy existing mobile users and their possible new clientele of iPad owners. The upgrading of their network has already begun by AT&T pouring an additional $2 billion into their already $18 billion dollar wireless network. Funds will also help to expand their 3G coverage with hopes to double the speed of data transfers. In addition, they have targeted cities that lack reliable service such as San Francisco and New York and plan to patch up all low signal areas.


 * Why AT&T Expansion is Important**

AT&T’s coverage is expanding in two directions; expanding their network for their already existing clientele while also creating a faster 3G network for the upcoming iPad:
 * **Expanded Network Coverage-** AT&T continues to profit off the iPhone and must meet the needs of new users in areas where they have received reports of dropped calls and unreliable service. With AT&T expanding its network to fit their growing clientele, they now show more coverage in areas where they lacked previously.
 * **Expanded 3G Coverage-** AT&T plans to update its 3G cell cites which will help to double the speed of data transfers, making the iPad and iPhone one of the top mobile devices on any network. AT&T also plans to expand 3G radio capacity by one-third in high traffic areas where it is used frequently such as Manhattan and Los Angeles.


 * Questions to Ask Focus Group**

In order to determine how important AT&T’s efforts of expanding their network is, we need to find out how reliable their 3G coverage is to daily users and how it will affect iPad users.
 * How reliable is your current 3G service?
 * Does AT&T’s plan for a faster more efficient 3G network make the iPad seem more desirable on their network?

Answering these two questions would give us a greater insight into how AT&T's expanding network benefits mobile users.

__Reference__ Wortham, J. (2010, January 28). //We Can iHandle It, AT&T Says.// Retrieved January 30, 2010, from Ny Times: []