Transparency is increasingly important to consumers. So how best to provide news that it fears lost loyalty?. Well, my first thought probably wouldn’t be to do an open letter. We consumers hate fees and my guess is that with the iPhone nearing an exclusivity end in the US, AT&T is readying for the worst by locking in subscribers with high switching costs.
The iPhone is only the beginning since 4G will probably turn wireless into a utility instead of a proprietary network. If you can get 120 volts from any company, then price and switching costs become the game.
This isn’t Jobs going off on Adobe, this is a price change, so don’t get so wishful with the style, AT&T.