AT&T jumps in with 7¢ call plan vs. MCI, Sprint

Snyder, Beth
September 1999
Advertising Age;9/6/1999, Vol. 70 Issue 37, p14
Trade Publication
This article reports on an advertising campaign launched by AT&T Corp. to promote its 7 cents per minute long-distance call pricing. Both MCI WorldCom and Sprint Corp. unveiled 5 cents per minute pricing for nights and weekends. However, AT&T wanted to offer one rate all the time, so it settled on 7 cents per minute. According to an AT&T spokesman, the company will match the competitors' offers if asked, but added that the company feels that customers would be losing out if they wanted the 5 cents at night deal, because 7 cents all the time comes out cheaper. AT&T holds a commanding 60 percent market in the long-distance market. Both MCI and Sprint have about 20% and 10% shares respectively.


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