AT&T OneRing
Corporate View

Immediate Revenue
The best arguments for OneRing are far more subtle, but it can also be easily justified in terms of simple revenue.

Direct

Increased Service Usage

Greater Usage
Certain services will be more frequently used if they are easier to find and to operate.

example: Conference calling is discouragingly difficult- except onscreen,

Competitive Wins
OneRing integration will make AT&T's offerings more attractive than its competitors

example: AT&T Local Service with true IP-based click-to-dial is very attractive.

New Service Introduction
Many services (from AT&T and 3rd parties) have relatively small and diffuse markets. It is not economic to mount marketing campaigns for such products. However with OneRing as a pipeline, these technologies may find their customers inexpensively and, in aggregate, develop serious revenues.

example: AT&T Voicemail Archives might be such a service.

Indirect

New Customer Acquisition
By aiming OneRing at non-customers, but offering an attractive upward migration path, we can bring in customers to the traditional as well as the new parts of AT&T's business.

example: A Sprint user may switch to a better AT&T plan discovered on OneRing.

Upsell
Current customers are exposed to services and plans of which they may not have been aware.

example: AT&T LD customers can easily see benefits to Personal Network.

Churn Reduction
OneRing encourages an investment in building a personal network - not only personalized services, but the network of people as well.

example: Defecting customer thinks twice, since only AT&T knows the list of who can call his home after 9:00.

Branding
AT&T spends a vast sum annually on simple branding. Here a branding impression can be made "for free".

example: Brands such as AT&T & Personal Network will be in front of our favorite demographic all day.