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RUNNING HEAD: RESEARCH PROJECT










Research on AT&T Inc
[Name of Writer]
[Name of Institution]









Research on AT&T Inc

Background of the Research
Introduction
AT&T Inc., striving to maintain its market share from one of turgid dependability on the Iphone to a more courageous, ground-breaking and hip concern, by launching a marketing initiative thateffectively combines aspects of virtual reality with the power of social networking. Inasmuch as the carrier’s giant marketing strategy will include traditional television commercials and billboards, it will also optimize the capabilities of an online AT&T Store that opens the company’s product and services to customers who want to create their own worlds. Previously, the company has been riding ona crest of popularity of Apple’s Iphone, but lost its exclusivity, giving its main competitor (Verizon) a chance to get a piece of the golden goose. As an alternative, AT&T can continue to market the Iphone while at the same time extending its hand in the Android market. The Android market is wider as compared to that of the Iphone; this can help AT&T to maintain its youthful touch by offeringits services to the internet-craze generation. Therefore, AT&T must try to balance its move; the acquiring of a new image for the consumer market (as in the Android market) while at the same time continue to appeal to professionals, corporate and government customers (in the Iphone market). This may prove to be a challenge. This marketing plan analyzes the company's competitive position beforeattempting to offer concrete action plans and recommendations for the execution of the plan. The Android market looks prospective and increased emphasis on Android phones can help AT&T preserve recent market share momentum notwithstanding losing its exclusivity on the Iphone. With the recent launch of a Verizon Iphone, AT&T must cement its position for life after Iphone exclusivity.


ObjectivesThis project was designed to accomplish three objectives. From my point of view, these issues are very important find out the gap between expectation and perception of the subscribers and to eliminate dissatisfaction. Through this study, I tried to attain the following objectives:
Prime objective of my study was to find out the satisfaction level of Iphone subscribers.
As anoutcome of the prime objective, I tried to notice the specific areas of dissatisfaction of the Apple users. I applied the GAPs Model of service quality to find out both the customer and provider gaps.


Significance of the Study
From the organization part we came to know that Apple Iphone is the market leader in the mobile telecommunication industry in whole the world. Their growth rate isvery high. But in this edge of competition, it is very difficult to keep the leading edge intact. Companies need to come up with new ideas to remain competitive. They need to keep their customers satisfied.
So, it is very important for I Phone to know whether their customers are satisfied or not. If the customers are not satisfied, Apple Co. can specify the zones of dissatisfaction and takenecessary actions to remove the dissatisfactions. Hence, I decided to work on this topic.



Company Background
AT & T is a communications holding company founded in 1983 and is headquartered in Dallas, Texas. Globally the company offers one of the world's highly sophisticated and powerful backbone networks. AT&T global backbone network includes MPLS-based services in 182 countries withmore than 3,800 service nodes; 38 global Internet data centers; and over 877,000 fiber route miles. AT&T industry-leading wireless network includes: GSM/GPRS, 3G, 4G, wireless broadband service-High Speed Uplink Packet Access (HSUPA) technology, and Wi-Fi. These networks on average carry about 18.7 pet bytes of data traffic on a single business day, and to virtually every nation and continent,...