The time was 1983 and I was a freelance filmmaker working for AT&T, the long lines company, THE giant phone company. I am proud of this, what we called a "vision video,” although it turned out that it presented an internet world that AT&T did not/could not, control. The AT&T leadership thought that they were so powerful that they could basically own the World Wide Web. They never fully understood Silicon Valley and the start ups whose leaders were determined to not only bring AT&T down a peg, but to beat them.
In the 1990s, AT&T (American Telephone & Telegraph Company) was one of the largest and most influential telecommunications companies in the world. During this decade, the company went through significant changes, including major restructuring efforts, expansions, and strategic shifts that would shape its future and the telecommunications industry as a whole.
AT&T was a behemoth in the telecom sector, offering a wide range of services including long-distance telephone service, mobile phone service (through its subsidiary companies), and internet services.
The company generated tens of billions of dollars in revenue annually, making it one of the largest corporations in the world. Its dominance in the long-distance telephone service market was unparalleled, holding a significant market share in the U.S.
AT&T Major Changes and Expansion
Following the 1984 divestiture that led to the breakup of the original AT&T monopoly, the company had to navigate through a rapidly changing telecommunications landscape. The 1990s saw further restructuring to adapt to the new competitive environment and regulatory changes.
AT&T made several moves to expand its presence globally, through partnerships, acquisitions, and the establishment of operations in numerous countries. This was part of its strategy to become a global telecommunications player, not just a dominant force in the United States.
The company continued to invest heavily in research and development, contributing to significant advancements in telecommunications technology, including network infrastructure, digital technology, and the early stages of the internet and mobile communications.
AT&T's influence extended beyond the telecommunications industry. It played a pivotal role in shaping the internet's infrastructure and the growth of mobile communications. Its research arm, Bell Labs, was renowned for its contributions to technology and science.
Given its size and the critical nature of its services, AT&T was a key player in regulatory debates and policy-making processes related to telecommunications. Its lobbying efforts and interactions with government agencies influenced the regulatory landscape of the time.
The 1990s were a transformative period for AT&T, marked by efforts to reinvent itself in the face of deregulation, technological change, and increasing competition. Its strategies and decisions during this time laid the groundwork for its evolution into a modern telecommunications and media conglomerate.
The 1980s divestiture left AT&T focused on long-distance services and Bell Labs research, while local phone services were handled by regional companies (Baby Bells) [History of AT&T Brands | AT&T Intellectual Property].
AT&T remained the dominant provider of long-distance phone service in the US throughout the 1990s. Despite the divestiture, AT&T's long-distance network ensured it remained a household name with national coverage.
AT&T was a leader in adopting internet technology, becoming a respected internet service provider (ISP) in the 1990s In 1995, AT&T acquired McCaw Cellular, the largest cellular carrier at the time, giving them a strong foothold in the burgeoning mobile phone market.
AT&T hs continued to be a well-recognized brand, leveraging its long history and established reputation.