AT&T Pulls Back Consumer Marketing

Share this article:
AT&T will cease marketing its consumer services to new customers and focus instead on expanding its business and emerging technologies markets, the company said yesterday.


In a statement, AT&T said it will continue to provide service to existing customers but no longer conduct acquisition efforts.


Rules that let AT&T and other long-distance providers pay discount rates for rent of telephone networks owned by their competitors, such as Verizon and other local providers, expired June 15. AT&T, MCI and other providers had appealed to the Supreme Court to restore the old rules.


"As a result of recent changes in regulatory policy governing local telephone service, AT&T will no longer be competing for residential or local and standalone long-distance customers," the company said in a statement.


AT&T's Government Solutions subsidiary is responsible for maintaining the national no-call registry. However, AT&T's telemarketing has run afoul of law enforcement in the past. On July 9, AT&T agreed to pay $490,000 in fines to the Federal Communications Commission to settle charges that it ignored company-specific no-call requests from consumers. The case involved no-call requests made by consumers directly to AT&T and did not involve the national no-call list.


As of April 15, AT&T had accumulated nearly 5,000 complaints from consumers alleging violations of the national no-call list, according to a study of complaint data by Reuters. However, AT&T did not mention telemarketing regulations in its statement announcing the end of its consumer marketing efforts.


Share this article:
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Nielsen Allies With Pointlogic on Cross-Channel Planning

Nielsen Allies With Pointlogic on Cross-Channel Planning

Aim is to develop a "next generation" media planning tool.

If Only Engendering Loyalty Was as Easy as Clicking Your Heels

If Only Engendering Loyalty Was as Easy as ...

Rack Room Shoes combines data, research, and mobile email to deliver a high-heeled digital loyalty program.

Zeta Introduces 'Cross-Lifecycle' Platform

Zeta Introduces 'Cross-Lifecycle' Platform

Zeta Hub aims to help CMOs deliver on ROI goals by extending customer lifecycles.