Starz Entertainment Joins AT&T Mobile Barcode Charter Program as First TV/Network Member
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Building on its strong business relationship with AT&T U-Verse, Starz Entertainment, LLC has entered into an agreement with AT&T* to join the AT&T Mobile Barcode Services Charter Program as the first TV/network member. Starz will implement AT&T mobile barcode solutions in select print and outdoor advertising during the charter program with the goal of increasing awareness of its burgeoning original programming and create opportunities to drive premium subscription sales through its cable, satellite and Telco affiliates.
As an AT&T Mobile Barcode Services Charter Program member, Starz is integrating AT&T Mobile Barcode technology into select national consumer and direct-to-consumer marketing programs, including consumer marketing and affiliate promotional outreach for its successful “Spartacus: Gods of the Arena” prequel to the hit “Spartacus: Blood and Sand” original series. Starz will experiment with the mobile technology and gauge its efficacy in reaching effectively interested customers with special offers that highlight the premium network’s robust original programming and exclusive, new hit movies.
“Starz is pleased to be AT&T’s first TV/network programming member for this program,” said Jennifer Schouten, vice president, affiliate sales and marketing at Starz Entertainment. “AT&T Mobile Barcode technology provides our subscribers and prospects immediate information on programming, services, and special offers and it gives them a convenient way to order Starz via mobile devices. Starz plans to offer this new mobile marketing technology to all of our business affiliates as an enhancement to joint marketing campaigns.”
“We’re excited to work with Starz to develop this new mobile barcode solution for consumer engagement, which is helping to connect the offline world with the online world,” said Chris Hill, Vice President of Advance Mobility Enterprise Solutions, AT&T Business Solutions. “We intend to continue to help our business customers create measurable and fully managed brand experiences with mobile barcodes to better interact with their consumers - a trend we anticipate will grow this year.”
More on the AT&T Mobile Barcode Charter Program
AT&T Mobile Barcode Services is a suite of products and services that enables marketers to provide measurable experiences with their target audience, at the moment of interest. AT&T’s effort to develop mobile barcodes into effective direct response solutions for brands and their consumers was launched in August 2010. Specifically, a Code Management Platform was built for businesses to create, manage and measure mobile barcode campaign experiences for their customers.
Consumer barcode scanning represents the next generation of interactive targeted marketing, enabling advertisers to deliver relevant content and offers to consumers, as well as being a valuable and efficient tool that can help consumers search for promotions and information using their mobile device.
In a recent United States consumer survey, 80% of respondents indicated interest in scanning barcodes with their mobile phone. Sixty-nine percent of those surveyed want to scan barcodes to capture and redeem coupons and discounts.
In 2010, AT&T announced the formation of a mobile barcode services charter program designed to provide AT&T and its business customers with a better understanding of the marketing and advertising potential that 2D barcodes offers. AT&T is working closely with program participants to test consumer response rates and effectiveness of consumer barcode scanning technology as an interactive marketing vehicle.
 Source: ABI Research, custom report, March 2010
*AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.
About Starz Entertainment
Starz Entertainment, LLC, is a premium movie and original programming entertainment service provider operating in the United States. The company offers 16 premium channels including the flagship Starz® and Encore® brands with approximately 17.4 million and 32 million subscribers respectively. Starz Entertainment airs in total more than 1,000 movies and original series every month across its pay TV channels. Starz Entertainment is recognized as a pay TV leader in providing HD, On Demand, HD On Demand and online advanced services for its Starz, Encore and MoviePlex brands. Starz Entertainment (www.starz.com) is an operating unit of Starz, LLC, which is a controlled subsidiary of Liberty Media Corporation and is attributed to the Liberty Starz tracking stock group (NASDAQ: LSTZA).
AT&T Inc. (NYSE:T) is a premier communications holding company. Its subsidiaries and affiliates – AT&T operating companies – are the providers of AT&T services in the United States and around the world. With a powerful array of network resources that includes the nation’s fastest mobile broadband network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet and voice services. A leader in mobile broadband, AT&T also offers the best wireless coverage worldwide, offering the most wireless phones that work in the most countries. It also offers advanced TV services under the AT&T U-verse® and AT&T | DIRECTV brands. The company’s suite of IP-based business communications services is one of the most advanced in the world. In domestic markets, AT&T Advertising Solutions and AT&T Interactive are known for their leadership in local search and advertising. In 2010, AT&T again ranked among the 50 Most Admired Companies by FORTUNE® magazine.
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