AT&T has taken a unique route in developing its U-verse TV apps, giving access to the platform to app developers.
According to Jeff G Weber, president, content and advertising sales, AT&T, the telco currently has 25 TV apps, roughly two-thirds of which its customers engage in.
One of its most popular – My Olympic Games – achieved a usage figure of 40% of homes.
However, around 18 months ago the company decided to take the process to the next level and in doing so gave access to app developers.
Weber said it is “all about differentiating, to create incremental value and deeper engagement with our customers.”
It has resulted in strong usage, lower churn and driven customer growth and ARPU.
