Overview

AT&T is the largest communications holding company in the world by revenue.Operating globally under the AT&T brand, the company offers one of the world’s most advanced and powerful global backbone networks. The company offers a mobile broadband network— that serves millions of customers, and is the only U.S.national service provider to offer a 100 percent IP-based television. AT&T also manages the nation’s largest Wi-Fi network, and is one of the world’s largest providers of IP-based communications services for businesses.Finally, AT&T is the leading U.S. provider of local and long distance voice services.

AT&T continues to aggressively market its products and services to a diverse group of consumers in the United States. Through television, radio, print, outdoor and many other mediums, the company engages consumers and provides many ways for consumers to purchase AT&T products and services. One important way it reaches its consumers as well as prospects is through the use of direct mail. Although this has been an effective advertising medium for many years, it is important for the company to consider a migration to more digital communications.

AT&T is looking for the UC Davis MBA team to develop a migration strategy from direct mail to digital communications for its High Speed Internet (HSI), TV (U-verse) and Wireless products and services.