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AT&T reveals super aggressive marketing slogan

Posted: , by Alan F.

AT&T reveals super aggressive marketing slogan
AT&T has been the subject of attacks by T-Mobile and its outspoken CEO John Legere. At last year's CES, the executive called AT&T's network "crap". While writing out T-Mobile's New Year's Resolutions for a promotional picture, he wrote "Give AT&T a break...or not." AT&T answered with a special deal for T-Mobile customers jumping to AT&T. The offer, worth as much as $450, was designed to reward those T-Mobile customers who ultimately subscribed to AT&T Next. Legere responded in his usual witty way, with a tweet to AT&T CEO Randall Stephenson, reminding him that AT&T gave T-Mobile cash and spectrum after it had pulled out of its $39 billion bid to buy the carrier, and now T-Mobile was taking something from AT&T: it's customers.

But now the nation's second largest carrier has gone on the offensive, and not just against T-Mobile. The operator's new slogan is "Bigger than T-Mobile, faster than Verizon Wireless and more reliable than everybody," and to be honest, it looked like a joke when we first read it. But AT&T Mobility CMO David Christopher says that this is an aggressive move by the carrier to emphasize its strengths. According to the executive, this would be its smartphone portfolio, the performance of the AT&T network and its Mobile Share price plan.

Obviously AT&T is feeling pressure from T-Mobile. The latter added 1 million new subscribers in the fourth quarter, and Legere has promised a major announcement at CES that is supposed to remove a pain point for customers.

source: FierceWireless

22 Comments
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posted on 07 Jan 2014, 01:06 9

1. ThePython (Posts: 374; Member since: 08 May 2013)


:challenge accepted:

posted on 07 Jan 2014, 01:14 5

2. xperiaDROID (banned) (Posts: 5629; Member since: 08 Mar 2013)


Your profile picture matches your comment. :P

posted on 07 Jan 2014, 01:18 3

3. PapaSmurf (Posts: 8840; Member since: 14 May 2012)


One thing AT&T forgot to mention were the rape prices with their plans.

posted on 07 Jan 2014, 05:47

13. papss (unregistered)


Still betters

posted on 07 Jan 2014, 10:47

19. Doakie (Posts: 1305; Member since: 06 May 2009)


I'll admit that AT&T is expensive, but sadly it's worth it. I used to be a big proponent for cheap Sprint based MVNOs, and Sprint because they used to be cheaper than all other carriers. Then I experienced first hand how slow their LTE rollout was happening, how much their 3G network was deteriorating while everyone was passing them by here in Seattle, and how their network just full on fails to work in popular places like Waikiki and Disneyland. In the end we paid a lot of money to be able to leave and go to AT&T because we wanted global frequency SIM swap ability. It's a little more expensive by about $30 per month but I'm happy that I at least can use my phone everywhere. My new cheap carrier recommendation is totally T-Mobile and their MVNOs like Simple Mobile and Straight Talk.

posted on 07 Jan 2014, 01:19 3

4. ocilfa (Posts: 333; Member since: 03 Aug 2012)


Slogan came from children in the At&t childcare program.

posted on 07 Jan 2014, 01:56 3

5. PapaSmurf (Posts: 8840; Member since: 14 May 2012)


They're the best commercials for phones though lol.

posted on 07 Jan 2014, 02:54 2

8. snowgator (Posts: 3277; Member since: 19 Jan 2011)


They are great, and the one with the girl talking being turned into a werewolf because she wasn't fast enough made me laugh so hard the first time I saw it I fell off the couch laughing!!

posted on 07 Jan 2014, 10:48 1

20. Doakie (Posts: 1305; Member since: 06 May 2009)


I love that Sprint isn't even mentioned in the new slogan. That's the kid who not even the bully wants to be seen picking on.

posted on 07 Jan 2014, 02:16 2

6. eggimage (Posts: 68; Member since: 19 Jan 2012)


says the carrier with sh*t network that costs a sh*t ton of money. sure, Tmobile's network is terrible, but at least it's way cheaper! and "faster than verizon"??? LOL what's the freaking point when it's fast only when there's like 10 people in the entire area that are sharing the bandwidth?? I've been with all four carriers and AT&T is the one I'd never wanna go back to, as you get from them the sh*ttiest network with still the same high price with verizon, then WHY THE HECK WOULD YOU NOT CHOOSE VERIZON OVER AT&T WHEN YOU ARE WILLING TO PAY MORE!? you could then opt for tmobile to save some money even though their quality is somewhat inferior

posted on 07 Jan 2014, 03:22 3

9. snowgator (Posts: 3277; Member since: 19 Jan 2011)


Okay... for the actual plan, yes T-Mobile is way cheaper.

But heaven help you if you want a new phone. So long as AT&T keeps the subsidized contracts, paying full price over time for your phone on T-Mobile is stinking expensive over the same 2 year period. I sat down and figured out what it would take for 4 lines with new phones on T-Mobile VS. AT&T and I swear it was a ton more money over that time period for T-Mobile factoring in paying the full price for the phones. TON more money.. Now, the longer you keep your phone, the better the deal T-Mo is. But AT&T is even giving a break on their pricing now for being off contract, so now it takes a lot longer to make up the price of the phone. Throw in the better network of AT&T, and really is it worth it?

To me, T-Mobile is getting a reputation they do not desearve. They are not a "bargin", unless you continue to use the phone you got 2 years ago.

posted on 07 Jan 2014, 05:41 1

11. Whateverman (Posts: 3231; Member since: 17 May 2009)


I had two smart phones and two feature phones on VZW, and I was paying $230-240 a month with unlimited data, the same price for ATT. Then I needed a phone, so my choose was to start a new line and use that upgrade or give up my unlimited data. Then my mom, who was on my plan, suddenly decided she wanted an iPhone, which was going to make my bill even higher. So I just ported my numbers to T Mobile, got the Note 2, HTC One, iPhone 5, and a cheap feature phone. THREE smart phones and a feature phone... And I'm paying $215! Yeah, Verizon's service was better in many places, but for the places I go T Mobile gives me 3-4 bars LTE. T Mobile's new reputation is well earned in the eyes of its customers and it shows with every JD Power ranking. The only worry I really have is the fact that they really don't want to do business in the US. They've been trying to sell the company for years now and if Sprint/Sofbank buys them out, I see dark days a coming'!

posted on 07 Jan 2014, 02:29 1

7. Reluctant_Human (Posts: 865; Member since: 28 Jun 2012)


I wonder how long before Verizon sues them for false advertising.

posted on 07 Jan 2014, 03:26 1

10. Hammerfest (Posts: 370; Member since: 12 May 2012)


why did i have to read the fact that the TMo CEO crashed, then was booted out of the AT&T CES party, on another site... step up PhoneArena... this is important stuff!

The hilarity of that event makes my paying attention to the TMo annoucnement on Wednesday, a sure thing!

posted on 07 Jan 2014, 05:57

14. papss (unregistered)


I love att and with me traveling tmob won't work. They have overall weak coverage hence the reason they are cheaper. What is the most important things from my cell provider? Selection and service, two things tmob lacks.

posted on 07 Jan 2014, 06:52

15. CHEFJEFF (Posts: 143; Member since: 22 Sep 2009)


Sprint & Verizon have better indoor coverage, but their data speeds are not reliable. Verizon used to rock, but I get so frustrated when I see 3G on my phone more than I should, I have an LTE phone so I expect youto have a consistent signal, NOT!
T-Mobile has great network speeds, if you are in a good area where their signal is decent, indoors, I find the phone drops to edge more than it should, and callers tell me they can't hear me well, broken words, outdoors, no problem.
AT&T for me, New York area, has the most reliable all around coverage, good data speeds indoors, good call quality, but in some buildings coverage fades.
So for me, if money is not an issue, I would go with AT&T hands down, right now I'm with Straight Talk, which piggybacks off AT&T, only problem is their ping is high, so I have a problem watching HD videos, but I'm only paying $49 a month.

posted on 07 Jan 2014, 06:56

16. RGreen (Posts: 48; Member since: 06 Jul 2012)


You got to love it

posted on 07 Jan 2014, 08:17 2

17. ajac09 (Posts: 1367; Member since: 30 Sep 2009)


In my state AT&T is the only one that has worked for me from tip to tip. Tmobile Verizon and Sprint all suck in rural areas and sprint just sucks everywhere in general. AT&T at least here has won hope they continue to improve.

posted on 07 Jan 2014, 08:32

18. Blaw87 (Posts: 6; Member since: 11 Nov 2011)


Slower than T-Mobile, smaller than Verizon wireless, and butt-hurt by everyone.

posted on 07 Jan 2014, 17:46

21. mike2959 (Posts: 266; Member since: 08 Oct 2011)


There are 3rd party studies, 3rd party maps. There are FACTS about each of the 4 carrier's. Not wanna really debate who's better, however in 2 years I tried Tmo, Sprint, AT&T and Verizon.
I've since been on Straight Talk.
$49 with tax!
AT&T coverage and their LTE... 2.5gigs..
No issues other than slow ping times.. There's a setting fix for that.

posted on 08 Jan 2014, 06:40

23. CHEFJEFF (Posts: 143; Member since: 22 Sep 2009)


Hey Mike,
What's the setting to fix the slow ping times???
I would be a happy camper if it weren't for those high pings.

posted on 07 Jan 2014, 19:31

22. Gemmol (Posts: 544; Member since: 09 Nov 2011)


Its like I said before, the AT&T we have now is way better then the past, all compliant people have are from the past, if anyone were to use them now I would guarantee they would not switch unless financial reasons....... but if AT&T lower their bill just a Little more they will be hard to resist

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