The wireless phone market is nearing saturation and the number of new subscribers has been dropping for two years. Service providers are faced with declining revenues and the reality that they must look for other revenue streams. AT&T holds a strong position due to exclusive rights to provide services for the iPhone, but this is not guaranteed indefinitely. The communication giant is looking to demand for Web services on the go, connected devices, and emerging technologies in its quest to retain the #2 position in the market.

QUESTIONS:

1. In a general sense, discuss why planning is necessary as “AT&T looks beyond the iPhone.” It might help to think historically about AT&T (i.e., where they have been, where they are now, and where they might want to go).
2. What type of planning is involved at AT&T?
3. What would drive AT&T to begin this planning process? Discuss the role of planning tools in that regard. How should these tools factor into future planning?

SOURCE: N. Sheth, “AT&T Looks Beyond the iPhone for Growth,” Wall Street Journal (Retrievable online at http://online.wsj.com/article/SB10001424052748704133804575197723800822504.html)