The Impact Of AT&T's Limited Time Double Data Promotion
- AT&T launched a double data limited time promotion with an immediate user call to action as it expires on October 31, 2014.
- The promotion is defensive and offensive. Defensive: triggered with the Sprint Family Pack introduction. Offensive: More high-tier data against Sprint and Verizon Wireless.
- Rival Verizon Wireless will likely have to respond as the rate plan escalates into heavily competitive 4Q14.
- Limited time double data promotions look to be useful tools to drive specific buying behavior instead of permanent rate plan restructuring.