Following a meeting with investors and AT&T Entertainment Group execs, Fritzsche reported AT&T is working on ways to improve the user experience. The carrier remains committed to providing consumers with a “rules free” video experience, she said, and is expected to launch a new platform this year that will include an even better user interface.
“While the OTT video space is indeed competitive, a key differentiation for DIRECTV NOW is the ability to integrate with wireless and/or broadband with the added benefit of a bundled discount a customer gets by combining products,” Fritzsche wrote. “This should improve the overall retention of these customers to AT&T services.”
Fritzsche said the DIRECTV NOW advertising blitz is expected to ramp up soon, pointing out that the carrier ran its first national TV ad for the service at the start of this month. What the new advertising blitz will include is something we will have to wait and find out.
Source: WirelessWeek
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