Executive Summary         Messaging – Q1 & Q2 2011Enterprise:•        Overall, competitors in the enterprise space have be...
AT&T     Small BusinessMessage: “Just what you need, and nothing you don’t.”Objectives:•     Increase inward access lines ...
AT&TSmall Business - 360 ActivityPR Activity:•  AT&T has integrated the AT&T Office@Hand app for iPhone, a mobile     PBX ...
AT&T Small BusinessQ1 Samples                                    DIGITAL                    (AFL 1T Offer)    © 2010 AT&T ...
AT&T Small Business    Q1 Direct Mail     © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and ...
AT&T Small BusinessQ2 Samples                                                                     PRINT: ArchitectTV :30 A...
AT&T Small BusinessQ2 Direct Mail11   © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all ...
CiscoMessage:“Together, we are the human network.”Objectives:•    In Q1, Cisco extends their brand message (the human netw...
CiscoImpact on AT&T:•    This evolved approach adds more to their enterprise messaging, and should be     expected to cont...
Cisco360 Activity: PR/EventsEvent Activity:•     Cisco is committed to offering both online and in-person training, speaki...
Cisco360 Activity: PR/EventsPR Activity:•     Ciscos cloud computing strategy is starting to accelerate, with a focus on  ...
Cisco360 Activity: Social MediaActivity:•     Twitter (61,833), Facebook (183,528 “Likes”), YouTube (3,170 subscribers)•  ...
Cisco                                                                                                                     ...
Cisco                                                                                                                     ...
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AT&T Competitive Analysis

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When I was interning at BBDO NY the summer of 2011, I put together a 99-page competitive analysis. This is a sampling of the deck.

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AT&T Competitive Analysis

  1. 1. Executive Summary Messaging – Q1 & Q2 2011Enterprise:•  Overall, competitors in the enterprise space have been working to maintain cadence, consistency and evolution of their brands.Small Business:•  In the small business sector, cable companies are expanding their services to address the growing needs of small business owners making them.•  Verizon is responding by touting its larger and technologically advanced networks, products and services. © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of 4 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
  2. 2. AT&T Small BusinessMessage: “Just what you need, and nothing you don’t.”Objectives:•  Increase inward access lines and broadband share, helping small business work better by delivering simple and valuable solutions that can make them more productive - today.Strategic Approach:•  AT&T offered an entry level, low priced bundle, with the option to include additional components to increase response in the market. By offering the bundle as a customizable solution, AT&T took a consultative position, tailoring the offer per the specific needs of the small business and exclusive of superfluous products and services. © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of6 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
  3. 3. AT&TSmall Business - 360 ActivityPR Activity:•  AT&T has integrated the AT&T Office@Hand app for iPhone, a mobile PBX application which allows small businesses with an existing wireless account from AT&T to configure and manage their office phone system on-the-go. Read more: AT&T Office@Hand App Helps Small BusinessesSocial Media Activity:•  Facebook: 3,064“Likes” - AT&T Small Business Facebook Page•  Twitter: 9, 406 Followers - AT&T Small Business Twitter Page•  AT&T YouTube: 125 Subscribers - AT&T Small Business YouTube Channel © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of 7 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
  4. 4. AT&T Small BusinessQ1 Samples DIGITAL (AFL 1T Offer) © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of8 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
  5. 5. AT&T Small Business Q1 Direct Mail © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of9 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
  6. 6. AT&T Small BusinessQ2 Samples PRINT: ArchitectTV :30 Anthem DIGITAL: Architect DIGITAL: All For Less10 © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
  7. 7. AT&T Small BusinessQ2 Direct Mail11 © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
  8. 8. CiscoMessage:“Together, we are the human network.”Objectives:•  In Q1, Cisco extends their brand message (the human network) very specifically to business processes. In the past, their communication lived in a somewhat agnostic place where business situations and human moments were intertwined. This new move carves out business more specifically than previous work and includes a POV on why many networks are not “good enough.”•  In Q2, Cisco extends their brand message (the human network) again, but with a 360 emphasis on security in the cloud. This new move specifically points towards secure business.Strategic Approach:•  Maintain the essence of the “human network” but marry it with specific claims like secure, intelligent, etc. Identify the tie to specific business processes like collaboration and productivity. © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of66 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
  9. 9. CiscoImpact on AT&T:•  This evolved approach adds more to their enterprise messaging, and should be expected to continue to build credibility for the brand within the IT target.Notable Spend and Occurrence:•  Cisco ran a Secure TV spot that was in market from 01/27/11 - 03/09/11 nationally. With 148 occurrences, the total spend was $1,367,000.10.•  In Q2, Cisco ran a Borderless print ad that was in market from 05/09/11 - 05/16/11 nationally. With 2 occurrences, the total spend was $86,000.00. © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of67 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
  10. 10. Cisco360 Activity: PR/EventsEvent Activity:•  Cisco is committed to offering both online and in-person training, speaking and consultative seminars for vertical segments and key targets (i.e. CIO’s, IT decision makers, IT support and research teams)•  See all Cisco Events HerePR Activity:•  Cisco announced it is enabling businesses to connect with consumers with full interoperability between Ciscos umi portfolio and Cisco TelePresence systems used by businesses. Among the advantages of B2C connectivity Cisco hopes to improve: distance learning, tele-health, virtual professional services and community services.Read more: Cisco connects business and consumer telepresence © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of 68 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
  11. 11. Cisco360 Activity: PR/EventsPR Activity:•  Ciscos cloud computing strategy is starting to accelerate, with a focus on providing infrastructure that makes it easier to get started and expand quickly. Companies such as Cisco and HP are competing to provide the next generation networking technologies and infrastructure for the new, modern data centers.Read more: Cisco Expands Cloud Computing Strategy•  Cisco acquired newScale Inc., an IT services company to help its customers move into the cloud.Read more: Cisco Moves to purchase NewScale to Expand Cloud Offering © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of 69 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
  12. 12. Cisco360 Activity: Social MediaActivity:•  Twitter (61,833), Facebook (183,528 “Likes”), YouTube (3,170 subscribers)•  Cisco uses the Twitter channel to interact with customers, post articles, announce new events, products and retweet relevant information. With the Facebook page, they interact with customers and post discussion topics. Most links lead back to their homesite or a landing page with information concerning products and offerings. YouTube is used to post interviews, tutorials, and commercials.•  In Q2, Cisco continued to enrich it’s YouTube user experience by posting new ads and how-to videos, targeting IT professionals across industries and specialties.Result:•  Cisco goes back to their brand message of “A Human Network” by creating an open community for users to interact. They post new discussion topics that are responded to by customers. The customers then interact with each other, creating relationships. © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of 70 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
  13. 13. Cisco DIGITALQ1 Competitive SamplesTV :30 CISCO HOMEPAGE © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of 71 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.
  14. 14. Cisco Cloud With ConfidenceQ2 Competitive SamplesPRINT DIGITAL © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of 72 AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.

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