Question · Q4 2025
Michael Funk (Bank of America) questioned AT&T's national advertising strategy for its converged offering, noting little differentiation between fiber and fixed wireless, and asked about plans for more targeted Fixed Wireless Access (FWA) messaging and the market opportunity. He also inquired about the flat handset amortization outlook for 2026 and what it implies for wireless competition and AT&T's competitive willingness.
Answer
CEO John Stankey explained that AT&T prioritizes a broad, generic internet message nationally to build awareness as a capable national provider, based on AB testing. He stated that targeted "rifle shot" messaging for specific technologies like FWA is executed below the national level using digital means and customer data, aligning the right product with the right customer in the right geography. Stankey noted that the strategy will evolve as the fiber footprint expands. CFO Pascal Desroches clarified that the flat handset amortization headwind reflects AT&T's disciplined, convergence-focused competition, prioritizing fiber customer relationships over aggressive device promotions outside those areas, confident in managing ARPU dynamics.
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