4K
In April, AT&T launched 4K service starting with the live coverage of the Masters Golf Tournament at Augusta. As a company we received a Leading Light award and set the bar high for entertainment experiences. Long before the award, our BI Big Data team set the bar high in providing 4K viewership data insights. Almost immediately after the first tee-off, Augusta and AT&T internal departments (legal, content, product management and marketing) wanted data. comScore, the go-to vendor, was unable to provide the information needed. The BI Big Data team collaborated with multiple teams to quickly deliver solid data insights. Special thanks to Sheldon Wagorn, Mehul Bhat, Vijay Garikapati and to our Engineering partners.
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Mobile Streaming
One of our 2016 goals is to have 50% of our customers use streaming for their content. Our BI Big Data team (Peter Neal, Frank Sun, Haining Ren) took action to identify why people stop in their process to stream content. Their discoveries inspired two recommendations to the mobile CX teams: #1 – Add a persistent play button next to program titles in the guide that allows for a 1-click streaming instead of a 3-plus click process. #2 – Add a “Don’t show me again” option when the “Are you sure you want to use cellular service to stream?” message. These data-powered enhancements will be launched into production by Engineering in July. This is one of the examples of many data insights that are shedding light on customer pain points and improvement opportunities when it comes to mobile UX / UI. It shall be exciting to see how these changes impact the streaming rate for our customers.
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