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Research Project AT & T Wireless Services
Abstract
Although AT & T Bell Laboratories invented cellular technology, it wasn't until the mid 10's that AT & T Corporation actually got into the business of providing wireless services to the public. AT & T, who was still not in the wireless business, was polled as the public's favorite provider of wireless service. People had no idea who was really providing their services, and at that time, AT & T was strictly a long distance company. They had, back in the 180's, built cellular systems in Chicago and Washington D.C., but nothing started moving and growing until McCaw Cellular Communications was actually bought out by AT & T Corporation. AT & T Wireless is now entirely dedicated to wireless communications since the split into four separate companies, providing an array of exciting, cost-effective communications solutions, including voice, data, internet, and text services. AT & T Wireless puts customers first. They have a passion to satisfy them by working to make their lives more exciting and more complete.
History
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Wireless or cellular service was actually invented in 147 by AT & T Bell Laboratories. However, it wasn't until 184, that AT & T Corporation built the first cellular systems in Chicago, IL and in Washington D.C. At that time, AT & T wasn't even a wireless provider; they were mostly involved in equipment, technology, and providing long distance services.
McCaw Cellular Communications was moving right along as a wireless service provider, using AT & T's technology and equipment. This brought about the creation of the North American Cellular Network, thus making automatic roaming possible for their wireless customers. In 1 McCaw developed the nations first digital packet technology allowing for wireless connectivity for personal computer users. Las Vegas was the first market to demonstrate and use this technology (AT&T Wireless Services, Inc., July , 00). http//www.attws.com/our_company/aboutus/history.jhtml.
In 1, almost 50 years after AT & T had invented cellular service, the wireless industry conducted a survey asking the public, "Who is the number one cellular provider?" They said it was AT & T. Well; obviously it was not because AT & T still was not a wireless provider at that time. That was an eye-opener and it certainly didn't take them very long to become a wireless provider (J. Fischer, personal communication, August , 00).
By 14, AT & T Corporation purchased McCaw for $11.5 billion (ATTWS-History, 00). With this purchase came a huge customer base for McCaw, and what AT & T got was the fact that McCaw was a very creative and innovative company, thinking out of the box all the time and able to make do very well with what they had. With the purchase, AT & T swept in with big corporate products and was able to do financially, in a few months what it would have taken McCaw on its own, years to do. The processes and the actual business took about four years to completely get on board with human resources as well as the processes of DH & S and what gets done with government filings.
One of the disadvantages of the buy-out is that big companies tend to want to put processes in place; they try to make things idiot proof USE A GUIDLINE. Too many times with large companies, people are caught up in those guidelines and the bureaucracy. It takes a long time to do things, unlike the days at McCaw, where things were done rather quickly. People at McCaw were empowered to make decisions; now as a larger company, there are a lot of processes and procedures to follow in order to get anything done.
Leadership really hasn't changed in regards to their mindset even with all the buy-outs, mergers, and splits. They are still very people oriented that part was kept pretty seamless always. They do care a lot about the people, in spite of the changes, the leadership stuck in there and remained the same (Fischer, 00).
AWE NYSE and the Four-Company Split
Several years after 14, still a result of the McCaw purchase nonetheless, AT & T Wireless Services began trading as a tracking stock on the New York Stock Exchange. By July 001, AT & T Wireless Services split from AT & T Corporation to become an independent company, AT & T Wireless (AT&T Wireless Services, Inc., 00). http//www.attws.com/our_company/aboutus/.
AT & T Wireless Services needed to generate revenue in order to make the change from G to .5G technology. As a result of this split AT & T Wireless Services became the only and the largest stand-alone wireless provider in the United States. The others out there are subsidiaries of other companies. AT & T Wireless had the advantage with a lot of financial backing but they needed the IPO and Docomo's money in order to make this technology change. In addition to the $10.6 billion that the IPO generated, Docomo made two very large investments in the company based on some of the changes regarding the technology and the companies' forecast. One thing to the companies' credit, they looked at this a year and a half ago, and they put a five-year plan in place. Nothing of this magnitude had been done in many years toward achieving goals. All the performance is being based on this five-year plan and it is being constantly looked at. Performance is being measured based on meeting these goals.
People however, are not very happy with the stock prices. The industry is taking a terrible hit right now. In technology, a lot of the dot coms, which AT & T Wireless was associated with, are no more. The people that provided the equipment for AT & T Wireless' switching were the same people providing the equipment for the dot coms. This all relates to stock prices and people just aren't very satisfied with the stock prices; it began at $ and now it is at about $4 or $5. This is a little discouraging to say the least, however, as for morale; it has created a lot of good jokes. There are some people who invested money they probably should not have because one should only invest risk capital. Most are in it for the long run; at least the people that Fischer works with on a day-to-day basis are they do not want to go anywhere. They are very satisfied with the family they have there at AT & T Wireless and most feel that with the five-year plan, once the new technology is in place and customers are shifted from one system to the other, everyone should start really raking in some dollars.
Of the four companies who were involved in the split, MCR is still around. Lucent went on a big roller coaster ride, stock going up, up, up; they made some money and then went back down and now they have changed their name. McCaw was bought out and became a part of AT & T Wireless Services and now AT & T Wireless Services became AT & T Wireless, the world's only stand-alone cellular provider (Fischer, 00).
J.D. Powers Awards
Winning J.D. Powers awards is about being in tune with the customer. Most of what is done at AT & T Wireless is they go out and they ask what people want and need and they pay attention to the customer's answers. It is important that they have sales people and representatives that can talk to the tech ops people on a technical level to get the network tuned in to where customers are having problems. The sales and marketing people are really in tune to that and it is going to be very difficult for them going forward as the technology changes from G to .5G. The achievement of this is going to be instrumental to AT & T Wireless' success.
This new technology is going to make everything more efficient, giving AT & T Wireless the capability of transmitting things over the Internet using WAC capabilities and different types of technologies. It is leading edge, things like taking pictures from your telephone, surfing the Web, and there's no limit to its wit. What we are doing is Mmode and Mlife.
Mlife is a mobile life. People can do everything from their phone, for instance, they can order shoes, go on line and see what the rain forecast is in your favorite city anywhere in the world. It is a good way for people to be free. No one needs a computer, he or she can search the Web with his or her cellular phone it is a mobile life. Nothing needs to be connected by those little wires check the weather, your stocks, get the lotto printed out for you every day, it is incredible. The technology of these phones is unbelievable; they have infrared and they also have blue chip technology. This means they will transmit radio frequencies on a very low frequency to the printer. One day this technology will be in microwaves, dishwashers, laundry rooms, stoves and so on and on. That's where we are headed it is on the market now. There are certainly some interesting times in the near future. Ten years from now, because of wireless capabilities and technology, it is going to be quite the electronic place. The great part is that it will be made very user friendly so a person will not need an engineering degree to use these things. They will very soon be common place (Fischer, 00).
Locations and Employees
The main headquarters for AT & T Wireless are located in Redmond, WA. There are smaller hubs in Texas, California, New Jersey, North Carolina, Georgia and Florida, with markets and service areas in every state, in Canada, and in parts of Mexico basically all of North America. Most of the site building is completed with pretty much all of the corridors where people work, live and play being filled up. There are a few spotty areas in North Carolina and Georgia where the market grew unbelievably and it is being worked on now. Otherwise, any time and money being spent on site building is strictly for high-end customers with special needs (Fischer, 00).
AT & T Wireless in more than 500 locations throughout the United States employs approximately ,000 people. The company is very committed to its colleagues and co-owners. It is built on these diverse individuals who are team players. These players have responsibilities, make contributions, and help AT & T Wireless win. Every person's growth is essential to the company's success and all the employees accept the challenge as co-owners, to reward all the investors by winning in the market place (ATTWS, 00).
The overall staff at AT & T Wireless is pretty lean right now but the company has always run lean. The management works very hard to preserve the jobs they have, keeping everything lean while making all the shifts with the customers to the new technology. Labor is an expense and the company is big on keeping the margin between profits and expenses small. There is virtually no hiring from outside at present; they are constantly shaping and molding the business. This is known as smart moves, the changing of titles and shifting employees around to avoid any further layoffs. But they are, due to business constantly changing, always molding (Fischer, 00).
Vision Strategy Commitment
"We envision a world where wireless seamlessly and simply connects us to the people, information, and things we care most about, enabling us to be simultaneously connected and free." (ATTWS, 00). The company expects to have their .5G services in all their markets by the end of 00 and to be among the first to deliver true G wireless products and services by sometime in 00 (ATTWS, 00). According to (Fischer, 00), one thing the company has done from a vision standpoint is allow them the power to imagine and share their imagination freely with their co-workers and those in leadership. He says the company does a lot of fun things with their people and they encourage them to sit down to talk and give feedback. They try to instill the company goals but never lose sight of how important these individuals are in making the company vision a reality. Whether a person is a bean counter or a twiget out in the field turning dials, they all have something to do with the goal and the company does a great job of communicating this (Fischer, 00).
"Our strategy is to be the pre-eminent company for mobile, voice, and data services in the major markets of North America." (ATTWS, 00). This includes making sure the quality is such that the customer is satisfied. Bringing in all the new technology means overlaying and managing two networks a juggling act to maintain the consistently higher level of quality (Fischer, 00).
"We are committed to our customers, our colleagues, the co-owners of our business, and our communities." (ATTWS, 00). The company has a passion to satisfy all their customers. Customers are "first" with AT & T Wireless and their every effort is to make the customers lives more exciting and more complete. Colleagues are valued because everyone's growth is essential to the success of the company as well as the individual. In the community AT & T Wireless strives to make time and help each other make time for the people who depend on the services of AT & T Wireless at home, at work, and where they play. AT & T Wireless promises, "We will keep these commitments by bringing integrity to every action, respect to every relationship, and excellence to everything we do." (ATTWS, 00).
Revenues Sales Service Area
Revenues were in excess of $1.6 billion as of the end of 001 and 1.5 million consolidated subscribers were being served. There are currently more than 70,000 retail outlets across the country offering products and services. These products and services are also available online at http//www.attws.com/. AT & T Wireless holds licenses from the FCC to serve percent of the U.S. population. Along with affiliates and roaming partners, AT & T Wireless makes voice services available in more than 7,700 cities across the United States and Canada (ATTWS, 00).
References
AT&T Wireless Services, Inc. (00). Keeping People Connected Our Company. Retrieved July , 00, from http//www.attws.com/our_company/aboutus/
AT&T Wireless Services, Inc. (00). Keeping People Connected Our Company AT&T Wireless History. Retrieved July , 00, from http//www.attws.com/our_company/aboutus/history.jhtml
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