AT&T’s diverse device portfolio includes the wildly successful Apple iPhone. The iPhone, and AT&T’s exclusive distribution contract from launch in June 2007 until February 2011, was arguably what fueled the phenomenal growth of AT&T’s wireless segment. As for its other products, one reason AT&T is able to provide differentiated devices is its adoption of wireless technologies that are shared with many carriers around the world. Due to the larger market, manufacturers seem more willing to supply their best phones to GSM and UMTS carriers as opposed to CDMA or other less prominent standards.
AT&T also offers service bundles to customers with various communications needs. For example, the company offers “Quadruple Play” bundles that include home telephone, wireless, television, and Internet access. As customers perceive value in the convenience of bundled services, AT&T can lock in customers that would otherwise have to obtain this array of services from more than one carrier.