AT&T Envisions Wireless-Embedded World
By Joseph Palenchar -- TWICE, 4/20/2009
Las Vegas — Digital cameras, video cameras, and personal navigation devices (PNDs) will follow the example of PDAs by going wireless to increase their value to consumers, said Ralph de la Vega, president/CEO of AT&T's wireless and wireline operations.
“They will need to have wireless,” de la Vega said during a presentation here at the CTIA convention. “In Best Buy,” he added, “there won't be a device in the next two to three years that is not somehow wirelessly enabled.”
CE devices, he contended, “are more valuable when connected to our network,” and as a result, “customers will be willing to pay more for them.”
In digital cameras, he said, wireless becomes a “limitless memory card,” allows for immediate backup to the Internet, and lets users send timely pictures to wireless-enabled digital pictures frames. In PNDs, wireless will deliver real-time traffic and updated points-of-Interest data. And in vehicle telematics, wireless will deliver diagnostic information to the factory, he said.
Netbooks, too, will eventually be like PDAs, said AT&T CMO David Christopher. They “must be connected or die.”
AT&T is best positioned to provide a wireless connection to CE devices, including portable media players, because the carrier operates a cellular 3G network, a network of Wi-Fi hot spots, and landline broadband service that can be accessed via Wi-Fi in the home, de la Vega added. AT&T's GSM technology, he added, can be used in 80 percent of the world. “Some companies that can't afford a 3G chipset can put in Wi-Fi,” he noted.
To embed wireless in all these devices, however, carriers must “change industry rules” to bring machine-to-machine wireless to market “in a customer friendly way.” That means carries must be flexible in charging for wireless use. In some cases, consumers must be billed per use without paying an up-front fee. In other cases, the manufacturer could be billed. Sony pays AT&T when a Sony camera with embedded Wi-Fi is used in an AT&T hot spot, he said.
In the case of netbooks, the company is going in a different direction. In trials in Atlanta and Philadelphia, the company is selling three netbooks bundled with cellular, Wi-Fi hot spot, and wireline broadband service $49, or $99 without landline service. With a minimum two-year $40/month service contract, consumers get 200MB of data usage over cellular and free Wi-Fi. Consumers who add broadband wireless packages starting at $20 are entitled to a $49 netbook.
Consumers also have the option of buying a 5GB/month cellular plan with free hot spot service for $60. That plan became available previously through RadioShack, which gets a commission for selling a netbook with service, AT&T said.
The trials will probably last a couple of months, said Christopher. It would be “ideal” to bring the new plan to the indirect channel, he added.
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