AT&T Merchandising Roadmap

Merchandising RoadmapIntegrating OLA,Email, Social & att.com1.3.11

Playbook Approach — Integrating OLA, Email, Social & att.com Phase: Discovery Created: December 21 / 2011

Version: 1.0 Revised: December 21 / 2011

The BIG picture

3 Effort

Product LaunchTier 1Tier 2 SeasonalCore Brand

2 Offer

Free PhonesManufactured PhonesMessaging P honesRefurb PhonesFamily MessagingAdd a LineFree PackagesAndroid DevicesSmart PhonesSwitchCouponGo PhoneTablet Offer1 CentU-verse

1 Brand

Human Progress:

We Unlock Possibilities

We Make Life Intuitive

We Unleash Productivity

2



How it works

Effort February March April May

NCAA Mothers Day

Super Bowl Masters

Valentines Day Easter

Trimester 1 Trimester 2 Trimester 3(Holiday Season)

Core Brand

Product Launch

Tier 1

Tier 2 EventSponsorshipSingle Holiday

Seasonal

StandardPromotions

Free Phones

Manufactured Phones

Messaging P hones

Refurb Phones

Family Messaging

Add a Line

Free Packages

Android Devices

Smart Phones

Switch

Coupon

Go Phone

Tablet Offer

1 Cent

U-verse

Offer

3



Prioritize through tiers

Summary

Tier 1 efforts include a broad theme experienced through all media and contains unique messaging and visual assets specific to the effort.

Tier 2 efforts include a specific theme experienced through limited media and contains unique messaging and visual assets specific to the effort.

Core Brand efforts include the standard brand theme and consist of any endeavour that isn’t a Tier 1 or Tier 2 effort.

Seasonal Brand efforts include a seasonal brand theme and consist of endeavours that aren’t a Tier 1 or Tier 2 effort.

4 - 8 week exposure

2 - 4 week exposure

Varied exposure

Varied exposure

All of the following:• LandingPage• MarqueesandTiles• Email• OnlineAdvertising• SocialandContest

1 - 3 of the following:• LandingPage• MarqueesandTiles• Email• OnlineAdvertising• SocialandContest

Any of the following:• LandingPage• MarqueesandTiles• Email• OnlineAdvertising• SocialandContest

Any of the following:• LandingPage• MarqueesandTiles• Email• OnlineAdvertising• SocialandContest

Tier 1

Tier 2

Core Brand

Seasonal

Exposure Breadth

4



Integrate messaging matrix

Inspiration

Demand more from your phone with 4G LTE.

Capture perfect moments with HTC Inspire™ 4G.

Save a bundle with U-verse™

Stay connected with a free phone.

Customize your TV, Internet & phone with AT&T U-verse™.

Preview the latest devices.

Microsoft Office goes where you go on Windows Phone™.

Join AT&T’s fastest mobile broadband network.

Stay up-to-date to the connections you make on HTC Status™.

Gain access to the widest selection of apps when you buy a smartphone –for free.

Get a Samsung Focus™ for $49.99.

Free, unlimited calling to anyone in the AT&T community.

Make the switch over to AT&T and receive a free phone.

Add unlimited messaging to your Family Plan for only $9.99/mo.

Take your gaming to a new level with LG Thrill™ 4G.

Multitask between work and play with the Samsung Galaxy Tab.

Get the power of a PC in your pocket with MOTOROLA ATRIX™ 4G.

Surf, whenever, wherever on AT&T Wi-Fi hotspots.

We Unlock Possibilities

We Make Life Intuitive

We Unleash Productivity

Value Convenience

What persuades consumers to engage with the product?

Bran

d M

essa

ging

5



85% — of shoppers research online first, then purchase in retail

Consider our challenges

79% — of shoppers are uncertain of which phone to purchase

43% — of shoppers are uncertain of which carrier to go with

75% of buyers spend less than 1 week researching23% of online buyers view a video of a product demo (25% for Smartphone shoppers)

50% of Americans will own a Smartphone in 2012 66% of recent wireless buyers purchased a Smartphone

Top factors: Price, Coverage, Billing Issues, Better Product Selection and Specific Device

6

Our solution

Create one design system with a sharable set of assets for all teams to execute from, initially created by one design team.

FOCUS: Consistent design from first touch point through to the start of buy flow

7

2

3

Examples

FREE Phone Offer

Windows Phone Sale

What’s New

8



FREE Phone Offer – Single device1

EMAIL

OFFER DETAILS PAGE (HR 2.0)

ONLINE ADVERTISING

PRODUCT LANDING - Overview Tab (HR 2.0)Start of the wireless buy flow

PRODUCT LANDING - Details Tab (HR 2.0)

9



Unify work through consistent Visual Wayfinding

ONLINE ADVERTISING

10



OFFER DETAILS PAGE (HR 2.0)OFFER DETAILS PAGE (HR 2.0) OFFER DETAILS PAGE (HR 2.0)

Simplify using a Plug & Play templated Offer Details Page

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It is Purposeful: the offer is clear and easy to understand; nothing is hidden

A

B

A

B

C

D

Clearly state the offer

Show the savings and be authentic about legal details

C

D

There is a starting cost, tell the user about it

Consistent use of phone home screen as a guide

12



It is Intuitive and Engaging: the expected details for the user to learn more are here

A

B

A

B

C Use National Positioning line if available

Consistent use of phone home screen from image library

C Reuse (target) the same content from the Product Details Page [Overview] Tab

D

D Reuse (target) the same content from the Product Details Page [Details] Tab

13



It is Contextual: users who want more similar content can find what they want

A B

A

B

Email capture and social feeds

More shopping deals options

14



It is Responsive: the user should have all the information to make decision

All the reasons a customer might choose AT&T over a competitor

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How it addresses their needs

43% of shoppers are uncertain of which carrier to go with. A top factor: price.

79% of shoppers are uncertain of which phone to purchase.

85% of shoppers research online first, then purchase in retail.

43% of shoppers are uncertain of which carrier to go with.

Give them deals and make it easy to find.

Give the details and be consistent in presentation.

Give them options andopportunities to interact.

Show them why we are different.

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Windows Phone Sale – Multiple Device Hub2


PRODUCT HUB - Key Features Tab

PRODUCT HUB - Overview Tab FACEBOOK TAB

ONLINE ADVERTISING

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What’s New – Multiple Device Comparison, Common Feature (4G LTE)3


PRODUCT COMPARE PAGE

MARQUEE

TWITTER

FACEBOOK

NETWORK CENTER

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Creative Examples

Winter Promotions

Super Bowl Promotions

Valentines Day Promotions

2

3

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Winter Promotions Core Brand / Seasonal1

ONLINE ADVERTISING MARQUEE

LIFESTYLE IMAGERY

FOCUS COLOR PALETTE

BACKGROUNDS

SEASONAL BRAND ASSETSCORE SHAPE USAGE

AT&T Blue &

Blue Highlight

AT&T Purple

RGB 129R 1G 126B

HEX 81017E

Grey

RGB 241R 242G 242B

HEX F2F2F2

AT&T Dark Blue

RGB 12R 37G 119B

HEX 0c2577

AT&T Blue Highlight

RGB 124R 198G 255B

HEX 7cc6ff

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Super Bowl Promotions Sponsorship / Tier 22

TWITTER

FACEBOOK

PRODUCT BUZZ21



Valentines Day Promotions Holiday / Tier 23

MARQUEE

ONLINE ADVERTISING ASSETSPRODUCT LANDING

IMAGERY

ASSETS

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Moving forward

Trimester 1

First efforts at new systems and new ways of working always have some speed bumps.

This first Trimester, we craft the new plan and execute as best we can with known resources.

GrowTrimester 2

With the first Trimester under our belt, we refine our approach in Trimester 2, fixing glitches in our approach and making improvements based on what we learned in the first 4 months.

RefineTrimester 3 (Holiday Season)

With two Trimesters completed and a focused effort (Holiday Season) in front of us, we capitalize on what we’ve learned and apply it in Trimester 3.

Capitalize

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Next steps Is this the right approach?

What are we missing?

What resources are required to make this happen?

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Design

AT&T Merchandising Roadmap