{"id":2306,"date":"2017-03-03T07:06:12","date_gmt":"2017-03-03T07:06:12","guid":{"rendered":"https:\/\/www.thetripleplay.net\/blog\/?p=2306"},"modified":"2017-03-03T07:06:12","modified_gmt":"2017-03-03T07:06:12","slug":"att-entrainment-ceo-stresses-on-the-importance-of-content","status":"publish","type":"post","link":"https:\/\/www.thetripleplay.net\/blog\/cable\/att-entrainment-ceo-stresses-on-the-importance-of-content\/2306\/","title":{"rendered":"AT&#038;T Entrainment CEO Stresses On The Importance Of Content"},"content":{"rendered":"<div id=\"attachment_1972\" style=\"width: 310px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/www.thetripleplay.net\/\" rel=\"attachment wp-att-1972\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1972\" class=\"wp-image-1972 size-medium\" title=\"AT&amp;T Entrainment \" src=\"https:\/\/www.thetripleplay.net\/blog\/wp-content\/uploads\/2016\/12\/ATT-Home-Phone-300x200.png\" alt=\"Fastest Internet Provider\" width=\"300\" height=\"200\" \/><\/a><p id=\"caption-attachment-1972\" class=\"wp-caption-text\"><strong><em>Importance Of Content<\/em><\/strong><\/p><\/div>\n<p style=\"text-align: justify;\">In a recently held conference, the CEO of AT&amp;T Entertainment Group, John Stankey stated that, \u201ccontent that is compelling matters.\u201d He also added that the telecom company is planning to fully participate in their program business rather than treating it as just \u201ca hobby.\u201d<\/p>\n<p style=\"text-align: justify;\">\u201cWe just cannot envision a future where AT&amp;T is relevant if we don&#8217;t directly participate in some of the water flowing through our pipes,\u201d Stankey said. AT&amp;T had agreed to buy Time Warner a few months ago in an estimated $85.4 billion deal. The shareholders from Time Warner recently approved AT&amp;T\u2019s proposal, but the regulators have not yet reviewed the merger.<\/p>\n<p style=\"text-align: justify;\">Stankey discussed on how the telecom company has rethought their approach to its business. \u201cOur previous course and direction failed to value customers when they really craved appreciation. We offered them prepackaged solutions when they craved customization,\u201d he said. \u201cWe perfected the model of offering customers more for more [when in reality] they want more for less.\u201d<\/p>\n<p style=\"text-align: justify;\">He concluded by stating, \u201cIt\u2019s the customer\u2019s world, and we are just living in it.\u201d According to the AT&amp;T Entertainment CEO, the situation is \u201ca big pivot,\u201d and \u201cwe need to get comfortable feeling uncomfortable.\u201d He also added that his team drew up 5 guiding principles with the customer relationships.<\/p>\n<ol>\n<li style=\"text-align: justify;\">\u201cVideo will be the dominant payload of future networks,\u201d Stankey said, as more than 60 percent of traffic on AT&amp;T&#8217;s networks today is video, which will soon hit 70 percent. \u201cWe just cannot envision a future where AT&amp;T is relevant if we don&#8217;t directly participate in some of the water flowing through our pipes.\u201d<\/li>\n<li style=\"text-align: justify;\">Stankey said that the multisided business models will stay important. He also added that advertising and subscription are necessary and they may require a little of innovation.\n<p><div id=\"attachment_1965\" style=\"width: 310px\" class=\"wp-caption alignright\"><a href=\"https:\/\/www.thetripleplay.net\/\" rel=\"attachment wp-att-1965\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1965\" class=\"wp-image-1965 size-medium\" title=\"Multisided Business Model\" src=\"https:\/\/www.thetripleplay.net\/blog\/wp-content\/uploads\/2016\/12\/Xfinity-Internet-3-300x200.jpg\" alt=\"Best Internet Service\" width=\"300\" height=\"200\" srcset=\"https:\/\/www.thetripleplay.net\/blog\/wp-content\/uploads\/2016\/12\/Xfinity-Internet-3-300x200.jpg 300w, https:\/\/www.thetripleplay.net\/blog\/wp-content\/uploads\/2016\/12\/Xfinity-Internet-3.jpg 645w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><p id=\"caption-attachment-1965\" class=\"wp-caption-text\"><strong><em>AT&amp;T Time Warner Merger<\/em><\/strong><\/p><\/div><\/li>\n<li style=\"text-align: justify;\">\u201cWe believe that in the content-connectivity equation, the weight is now starting to move to the content side, both premium and native digital,\u201d Stankey added. \u201cWe strongly prefer to address and participate in the innovation of emerging models from a position of relevance and scale than trying to get there from the ground floor up.\u201d<\/li>\n<li style=\"text-align: justify;\">He also stated that integration matters for convenience and value. Stankey pointed out that customers are looking for simplicity and control. They might not watch a live basketball game, \u201cbut they want the highlights, the differentiated delivery with unique camera shots up close and personal right when they want it.\u201d<\/li>\n<li style=\"text-align: justify;\">Stankey also argued that engagement and passion like the number of hours spent with content would become an increasingly popular metric, which gauge the success of a telecom company\u2019s offerings.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>In a recently held conference, the CEO of AT&amp;T Entertainment Group, John Stankey stated that, \u201ccontent that is compelling matters.\u201d He also added that the telecom company is planning to fully participate in their program business rather than treating it as just \u201ca hobby.\u201d \u201cWe just cannot envision a future where AT&amp;T is relevant if [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[90,68],"tags":[169,140],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>AT&amp;T Entrainment CEO Stresses On The Importance Of Content<\/title>\n<meta name=\"description\" content=\"AT&amp;T Entertainment CEO discusses about the importance of content. 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