AT & T aims broadband offer at students, cable subs

Thu, 08/21/2008 - 8:15am
Brian Santo

Cranking the cable-telco marketing wars to a level rarely seen in the last five or six years, AT&T said it will give $125 cash-back to any broadband customer who switches from cable modem service.

At the same time, any new customer who signs up by Nov. 15 will also qualify to get the introductory broadband monthly rate for two years. Subscribers do not have to commit to the full two years.

AT&T apparently isn’t expecting all of the new customers to last two years anyway. With the no-term provision, AT&T is positioning itself in contrast to most cable providers with an explicit appeal to college students likely to cancel service at the end of the school year in 8 to 10 months.

Rick Welday, chief marketing officer for AT&T Consumer, said, “Broadband is a must for kids as they head back to school, and with our guaranteed price, parents can make a sound, secure investment in their children's education.”

The offer does not apply to all AT&T High-Speed Internet Basic and FastAccess DSL Lite Plans, the company said. U-verse is included in the plan, where available.

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