AT&T (NYSE: T) has adopted an age-old marketing ploy of giving away a free appliance--or in the case of the service provider, connected device--in exchange for getting new subscribers who bundle up on its AT&T U-verse service. Customers who buy either U-verse TV or phone along with high-speed broadband can select from a free Kindle Fire HD, Nexus 7 tablet, SONOS PLAY:3 or Xbox 360, the carrier said in a press release.
Those subscribers who take advantage of the package will be able to use the free devices to tap into AT&T's home network services.
"Customers tell us they enjoy access to their in-home Wi-Fi network and the freedom to use more than 32,000 AT&T Wi-Fi hot spots across the country, which is why we're building new bundle offers around our broadband services," Mel Coker, chief marking officer of AT&T Home Solutions said in a company press release.
Apparently, though, customers need a bit more of a nudge to move forward and buy more than just high-speed broadband. Once incented, though, they'll be rewarded, Coker added.
"We know when customers bundle U-verse TV and voice services they have higher customer satisfaction and engagement," Coker added. "Customers tell us that packaging the services gives them even more reasons to love U-verse."
Of course, as with any such offer, there's a qualifier--the "but wait" moment. In this instance, Stop the Cap reports fine print that says customers must wait up to 34 weeks after signing up before receiving a "reward notification," then completing an online redemption submission and waiting another 23 weeks for the free gift to arrive. Oh, and the customer must keep the service for at least 30 days.
Those same customers will also get access to a new pair of interactive TV applications AT&T concurrently introduced, including U-verse Jukebox, an app that lets subs play songs from their mobile device on U-verse TV, and the Interactive Workout personal trainer application.
In addition to enhancing the bundle and the home network, the applications "make it easier for our customers to boost efficiency, entertainment and even their health with the devices they use the most," said Maria Dillard, vice president of U-verse and video products in another press release. "We know when customers use TV apps they're more engaged and happier with their U-verse TV service, so we'll continue to bring more apps to customers that deliver more value and integration."
- AT&T issued this press release
- and this press release
- Stop the Cap had this story
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