AT&T Possibility Story

How AT&T forecasted cost savings in the millions as well as a dramatic reduction in the need for developers.

Customer Possibility Story of how AT&T can follow an omnichannel strategy thanks to commercetools's commerce solution
AT&T is one of the world’s largest telecommunications companies, ranking in the top 100 of Fortune 500, and provides mobile and fixed phone telephone services in the United States. Since 2018, they have been the parent company of a mass media conglomerate, turning them into one of the world’s largest media and entertainment companies in terms of revenue.
Variants per Product
Total Cost of Ownership (TCO)
Multi-language Support
  • B2C
  • Telecommunications
  • Oracle ATG
  • Americas

The Challenge

More than 15 years ago, the multi-billion dollar telecommunications company purchased the ATG commerce platform (Oracle) to enable consumers to purchase phones and wireless plans online through the AT&T website.

Over time, the company obtained new media services in addition to phones and wireless plans, but their monolithic commerce platform was not built for true omnichannel selling, nor was it designed to communicate with completely different systems. In order to support cross-platform and cross-brand selling, it became clear to the digital leadership team that they needed to modernize and migrate to a more modern, agile architecture.

The Solution

AT&T selected the commercetools cloud-native, API-first commerce platform. This gave them the flexibility to upsell and cross-sell on any of their online properties, as well as the agility to build and customize microservices to meet the needs of the business.

With AT&T’s newfound flexibility to upsell and cross-sell on any of their websites, they were able to sell every 5th iPhone 12 in the US when they were first released.
Dirk Hoerig

CEO and Co-Founder, commercetools

Why it was a success

These new capabilities decreased the number of customer calls and delivered shorter call times, allowing AT&T to reduce staff and enabling the company to predict USD 1.5 million/quarter in savings just in their call centers. And, while it took hundreds of developers to build, replicate and test offers across disparate systems on their monolithic platform, the commercetools platform is able to push updates out across all systems automatically and seamlessly, using 75% less manpower. 

AT&T’s new digital commerce gives them the flexibility to upsell and cross-sell on any of their websites and drastically reduce costs

commercetools features for AT&T

Centralized Platform for Products and Offers

Enables all sales channels to provide a wide variety of product types, bundles and promotions.

Commerce in the Cloud

Cloud environment reduces cost of hardware, staff and time-to-market by as much as 75%.

100% Headless

Decoupling the backend increased the range of channels and touchpoints presented to customers.