AT&T Inc. (NYSE:T) CEO John Stankey was on an interview on Tuesday during which he revealed a strategy that the company is considering to deliver more affordable mobile plans.
Stankey revealed that the company has been exploring avenues through which it can deliver cheaper mobile plans to make its services more appealing to customers. The plan he talked about during Tuesday’s interview is more about subsidizing the cost of the mobile plans. The catch is that users will have to watch more ads for the company to achieve this.
Such a move might be met with mixed feelings considering that many people consider ads to be quite annoying. However, Stankey believes that there are some users who would consider this approach if it was an option and that is the demography that it will target if launched.
"I believe there's a segment of our customer base were given a choice, they would take some load of advertising for a $5 or $10 reduction in their mobile bill,"stated Stankey.
How does AT&T plan to roll out the subsidized mobile plans?
AT&T previously tried something similar in 2014 through the “Sponsored Data” program. The idea behind it was that brands could pay AT&T to advertise their content and the ads would not be counted against user data. The approach that Stankey talked about is believed to be somewhat similar because the data consumed by ads will not consume the user’s data bundle. The CEO did not go into details of how it will be rolled out, although he did mention that it will be rolled out next year or the year after that.
It is clear that AT&T is doubling down its focus on ads. There is speculation that one of the approaches that the company will use is the rollout of an ad-supported version of HBO Max. The increased focus on the advertising segment will allow the company to boost its revenue. It aims to achieve this through fine-tuned ad targeting especially as more people get connected through their phones and even TVs.