AT&T recently launched , its in-car entertainment platform. CruiseCast is a joint venture with , and delivers 42 channels, 22 broadcast video and 20 radio, via satellite to in-vehicle entertainment devices. Content includes popular choices like USA, CNN, Discovery, and ESPN Mobile. It costs $1,299 to install and has a monthly subscription cost of $28.

Tara Seals of poses a very interesting question – ? “The single bill [where AT&T would charge for both U-Verse and CruiseCast together] is not there today, but we are very interested in making that happen. We’re talking to various groups within AT&T,” Winston Guillory Jr., president of RaySat Broadcasting Corp. tells VON. To that we would respond, why just bundle the two? Why not rebrand CruiseCast as U-Verse or U-Verse Auto? There’s tremendous brand recognition with U-Verse already. Why not extend it to this new line of business, which Frost & Sullivan predicts will grow to a market of 65 million by 2017. It’s probably too late, given CruiseCast as a brand just got off the ground and we’re sure a lot of work went into its development. But as an outsider looking in, it sure makes sense to us.


Join the Conversation

2 thoughts on “Is U-Verse Coming to Cars?

  1. They wouldn’t do that because U-Verse is closely aligned with IP, and they’re trying to build awareness around that. U-Verse is very much a wireline strategy.

  2. I’ll push back on this a little. There may be very legitimate reasons not to use the U-verse brand. But it’s alignment with IP shouldn’t be one. This thinking is illustrative of our industry’s over reliance on ‘technology.’ I would argue that customer’s could care less if U-Verse is aligned with IP – they just care that it works and it offers compelling value. If by using the brand, they could extend a good value proposition beyond the home, I would argue it’s a legitimate approach. I’ll also admit, some circles may question whether U-Verse is a ‘valuable’ brand. For the sake of this argument, I’m assuming its built up some decent brand value.

    Now, as I mentioned before, there certainly could be very legitimate reasons not to use the U-Verse brand in this way – reasons that I’m not privy to. But I hope its not because it wouldn’t be delivered over IP.

    Bernie Arnason
    Managing Editor, Telecompetitor

Leave a Reply

Your email address will not be published.

Don’t Miss Any of Our Content

What’s happening with broadband and why is it important? Find out by subscribing to Telecompetitor’s newsletter today.

You have Successfully Subscribed!