AT&T Woos Developers, Offers U-Verse Customers $5 Unlimited Movies
At CES, AT&T offered developers new tools and U-verse subscribers an incentive to stay put—unlimited movies for $5 a month.AT&T's first-day news from the 2013 Consumer Electronics Show related more to consumers' televisions than their smartphones. It also emphasized AT&T's interest in encouraging users to interact with multiple devices and offering a complementary, or at least consistent, experience when they do. First, AT&T announced a Screen Pack feature for customers of its U-verse service—a television service that enables users to record up to four shows at once, store potentially hundreds of hours of content and access more than 170 HD channels. With Screen Pack, for an additional $5 a month, U-verse subscribers can have unlimited access to a video library of classic movies, current movies and TV shows. AT&T currently has about 1,500 titles in its library, which it's working to grow—as it should. The service seems a preventative measure for keeping customers from straying toward somewhat-competitors such as Hulu Plus, Amazon Prime or Netflix, the latter of which has tens of thousands of films. "We know customers have more options than ever before to watch their favorite movies, and U-verse Screen Pack gives them a convenient and valuable way to access a large variety of movie titles, whether it's on the device in their hand or on their big screen TV," Maria Dillard, vice president of U-verse and video products in AT&T's Home Solutions group, said in a Jan. 7 statement.
During AT&T's third quarter, it pointed to its U-verse business, which grew by 38 percent year over year, as a major driver of its revenue growth during the quarter.