Playing Monopoly
Remember when you were a kid and playing Monopoly was a fun way to pass the time? I recently had the opportunity to play monopoly, and it wasn't fun at all. That's because I wasn't playing the Parker Brothers version. I was playing the AT&T brand of monopoly.
In case you haven't noticed, Ma Bell has come back to life. Like the creepy creatures from B-grade horror movies, AT&T has risen from the ashes. And just like reincarnated zombies, the reanimated AT&T is a little off kilter.
Let me explain. When I was publisher of this fine magazine, I had a business phone line with DSL installed in my home. When I did this, I disconnected my home DSL service because I didn't need two DSL lines. Now that I have officially left Quality Digest's employment, it's time for me to sever the ties (and the free DSL).
About the time I decided to do all of this, SBC, formerly one of the so-called Baby Bells, which used to be known as Southwestern Bell, acquired the old AT&T and took the AT&T name. It also recently announced its acquisition of Southern Bell, which will make it the largest telecommunications firm in the world. By the way, in addition to owning most of the old AT&T system, the new AT&T will also own all of Cingular when it completes its acquisition of Southern Bell.
When I decided to disconnect my home phone line and reinstall DSL on my home line, I logged on to AT&T's Web site to sign up for its $12.99 per month DSL special. I began the process by typing in my home phone number. I was surprised by the result: "We're sorry, but AT&T high-speed Internet service is not available in your area." Now, this was surprising because I was sitting in my home office using my home business DSL line.
This is just some confusion due to the merger of SBC and AT&T, I thought. I'll just give them a call. After navigating through seemingly endless levels of voice mail hell, I actually managed to talk to a woman who thanked me for calling SBC. (I guess she hadn't heard about the merger.) I explained my situation to her. She told me that the Web site was correct and that DSL service was not available in my area.
"But I have DSL in my home now on my business line, and I had it on my regular home line prior to that. I use it every day; how can it not be available?"
"I'm sorry, sir, but it's not available in your area," she explained.
"Uh, I just told you that I already have it in my home. It has to be available."
"No, it isn't available."
"Can you tell me why?" I asked.
"No. I am just showing no availability in your area. I will transfer you to the DSL department; maybe they can find the cause of the problem."
Then she cut me off. Argh. Back through the 17 levels of voice mail hell. Again I get the same answer, "DSL service is not available in your area."
I whine. I plead. I protest. I am put on hold for five minutes.
"I found out why you can't have DSL service in your home, sir," the AT&T representative explains. "We're required to provide DSL lines to our competitors, and we've run out of lines to give out in your area."
"But if I'm cancelling service on one line, that will free up a line to add to my home line, right?"
"No. If you cancel your DSL service through your business line, we will not be able to give you DSL service again."
"OK. Can you tell me who your competitors are so I can contact them?"
"No."
Argh! I give up.
The AT&T monopoly may be back, but 2006 is a much different world than when Ma Bell was broken up the first time. This is a very different competitive environment with much different customer expectations. There are also a lot more options today. For example, I can find out who those AT&T competitors are with a simple Google search.
I can now get phone service from my cable provider and from Internet service providers such as EarthLink. I can also get Internet service from a radio signal beamed to my home. I can talk to business associates in places such as Australia and China using voice-over-Internet technology, such as Skype, for free. In other words, AT&T is acting like a monopoly, but it really isn't. Its customers now have the power to pull the plug on this reanimated beast. Sheer size won't help it maintain customers. It must provide quality products and services. Sure, $12.99 a month for DSL is one heck of deal (if you can get it), but acquiring and keeping customers requires excellent customer service, high-quality products and services, and innovative, customer-focused employees. Based on what I've seen of the new AT&T, it's got a long way to go.
What are your thoughts on monopolies and the new business model of today? Post your thoughts on my blog at www.qualitycurmudgeon.blogspot.com.
Scott M. Paton is Quality Digest's editor at large.
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Scott M. Paton