AT&T’s Strategy Involves Lots of Third Parties, from Amazon to Android
Books live on at AT&T, too. Starting March 6th, Amazon’s Kindle will be available from AT&T store chains. Until now, the Kindle device could be purchased only via virtual stores (with the exception of the Best Buy). This new team-up marks a new era for AT&T and Amazon, revealing strategies for both companies as physical and virtual worlds merge for consumer access perks. “We believe we should have in our stores devices that we connect, whether it has our brand on it or not,” Glenn Lurie, AT&T’s emerging device president, said in an interview. “We think we’ll sell a few; it helps Amazon, it helps us.”
AT&T has progressively adopted other mobile devices in its offer list as consumer demands grow around niche and varied products. It’s become a necessity now that the iPhone is no longer an exclusive fixture at AT&T retailers. They’ve since added devices such as netbooks, tablets and even the Barnes & Noble Inc. Nook and Sony Corp. Reader.
Given the fact that AT&T recently lost the iPhone and the iPad contracts, the Kindle deal drops in at the most propitious time. AT&T is becoming more and more devout to the Android oS, recently introducing most of the Android running tablets announced at the WMC2011, namely the HTC Flyer and Samsung Galaxy Tab, among others. Once the sole promoter of Apple’s iPhones, AT&T switches gears, looking to Android devices as “highly functional, highly capable smartphones that run really well with the AT&T network.”
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