During his keynote appearance Thursday at the Mobile World Congress event in Barcelona, AT&T Mobility president and CEO Ralph de la Vega championed consumer choice, beneficial partnerships and technology integration as the essential components for digital content success, stating "Customers must be able to get content when they want it and how they want it." De la Vega also called Apple's iPhone "a game-changer," noting that since AT&T exclusively launched the device in mid-2007, mobile data consumption has grown dramatically. "There isn't a device that's easier to use," de la Vega said. "[The iPhone] proves that price resistance is only as strong as the user experience is weak."
Enhanced devices and improved user experiences are driving AT&T mobile data across the board. De la Vega said that 13 percent of all AT&T customers now own a 3G device, with another 12 percent owning integrated devices--subscribers on 3G devices yield ARPU 20 percent higher than 2G users, with owners of integrated devices generating ARPU that's 120 percent higher.
For more on de la Vega's keynote:
- read the full article over at FierceMobileContent