With the success of Groupon.com and LivingSocial.com plus a flurry of start ups like TryItLocal.com, it was only a matter of time. ATT, the former Bell South and Southwestern Bell entities, are emulating the pre Judge Green Ma Bell.
What’s this mean? AT&T wants a chunk of every hot market opportunity, and that includes online deals, advertising, and related businesses.
AT&T is now breaking in to the online coupon market according to Bloomberg’s article ” AT&T takes on Groupon with $10 Promotion for daily deal site.” They are unveiling their plans to open a “Grouponesque” type of website for consumers through it’s subsidiary yellowpages.com.
Daily deals are the latest consumer shopping trend and have taken off in the wake of the slowing economy. Why pay full price when you can pay one half or one third of the full price?
ATT will have to compete with veterans like Groupon, Facebook, and the New York Times.as well as many local newspapers with online advertising services. AT&T believes it can be competitive by using larger discounts and making their site truly mobile by letting consumers utilize it via mobile devices like their cell phones.
Consulting firms anticipate that sales at restaurants, clothing stores and hair and nail salons will reach $6.1 billion by 2015 making the internet discount business potentially, extremely lucrative.
“Market leader Groupon, based in Chicago, is planning an initial public offering later this year that would value the company at between $15 billion and $25 billion, two people familiar with the plans said last month.”
I’m not entirely sure what my colleagues believe but if ATT can truly capitalize on their “no search” couponing they will have one up on their competitors and could potentially have a winner. It doesn’t hurt that they have more than 90 million users to recruit from.
We checked with our financial investment observer Michael Onghai. He told us,
“Deal sites are hot. Maybe too hot. Is it time to look at more traditional marketing start ups or small successful traditional advertising service firms. Not every business is going to go digital.”
Edward Stephens, May 27, 2011
