"The idea it communicates is that twice as many smartphone users have chosen AT&T because with AT&T, they have confidence they can always stay connected to people, to work and to get information," company representative Jenny Bridges tells Marketing Daily.
AT&T has had tremendous success with smartphones. According to the company, nearly one-third of its subscribers use a smartphone. During the first quarter of 2009, the number of AT&T customers with "integrated mobile devices" (i.e., smartphones) hit nearly 41%, more than double the number in the same period a year before.
In addition, the company activated 1.6 million iPhones, for which it is the exclusive provider in the United States. (For now, anyway. AT&T's exclusivity contract ends next year, although the company is reportedly looking to negotiate an extension.)
With growth in data services and smartphone sales expected to continue, AT&T has said more than three-quarters of the nearly $20 billion it expects to spend on capital expenditures this year will be used to support mobility and data services.
"Smartphones are an important category for AT&T," Bridges says. "Nearly a third of postpaid customers use an integrated device, or device with a physical or virtual full keyboard, which includes smartphones."