A strategic planning and management system used by businesses in a variety of industries worldwide to align business activities to the vision and strategy of an organization Originally designed as a performance measure by Dr. Robert Kaplan and David Norton from Harvard Business School It is suggested that over 50% of large US firms have adopted the Balanced Scorecard, it was recently rated by consulting company Bain & Co. fifth on it’s top ten most widely used management tools around the world

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6/29/2016
AT&T Inc.-Balanced Score Card
ACT 5140
Presented to Professor JoAnn M. Ackerman
Prepared by :
Carlos Lopez
Samantha Mayorga
Larry Perry
Cory Perry

2. 2
AT&T is one of the leading providers of communications and digital entertainment services in the United
States and the world. The services and products that it offers vary by market, and include: wireless
communications, data/broadband and Internet services, digital video services, local and long-distance
telephone services, telecommunications equipment, managed networking, and wholesale services.
• Business Solutions business unit provides services to business, governmental and wholesale customers
• Entertainment Group business unit provides video, internet and voice communication services to
residential customers located in the U.S. or in U.S. territories
• Consumer Mobility business unit provides wireless services to consumers, and wireless wholesale and
resale subscribers located in the U.S. or U.S. territories
• International business unit provides entertainment services in Latin America and wireless services in
Mexico.
About AT&T

3. 3
Operating Segments
Business
Solutions
55%Total Revenue
Contribution
7%Total Revenue
Contribution
35%Total Revenue
Contribution
Provides services to business,
governmental and wholesale
customers and individual
subscribers who purchase
wireless services through
employer-sponsored plans.
Entertainment
Group
Consumer
Mobility
International
Business
3%Total Revenue
Contribution
Provides video, Internet and
voice communication services to
residential customers in the U.S.
and U.S. territories.
Provides wireless services to
consumers, and wireless
wholesale and resale subscribers
located in the U.S. or U.S.
territories.
Provides video entertainment
services to residential customers
in Latin America and wireless
data and voice communication
services to consumer and
business customers in Mexico

4. 4
Operating Segments
Business
Solutions
73.7 million
Business Solutions Subscribers
Wireless service, fixed strategic
services, legacy voice and data
services, other services and
wireless equipment.
AT&T
Entertainment
Group
Consumer
Mobility
International
Business
37.8 million
Entertainment Subscribers
Video entertainment,
high-speed Internet,
legacy voice and data services,
and equipment and other
AT&T, DIRECTV
55.0 million
Consumer Mobility Subscribers
Postpaid wireless, prepaid
wireless, other services, and
equipment.
AT&T, Cricket
28.3 million
International Business Subscribers
Video entertainment, wireless,
and equipment.
Iusacell, Unefon and Nextel
Mexico, DIRECTV and SKY

5. Balanced Score Card
Customer Perspective

6. 6
Objective:
Deploying superior networks to all operating segments
Measures:
Customer satisfaction through one call resolutions and shorter waiting times for customer service call
Targets:
Retaining customers and increasing company contracts with consumers
Initiatives:
Creating bundle packaging to attract new customers and incentivize existing customers to expand their
services.
Customer Perspective

7. Balanced Score Card
Financial Perspective

8. 8
Objective: To deliver superiority through Financial and Operational Growth, and also Cost Reduction.
Measures: The measure we use are based on the Income Statements , Balance sheets
and Stockowners Equity.
Targets: To grow Wireless Revenues, grow Strategic Revenues, and reduce Cost Structure
Initiatives: The Company will Consolidated revenue growth in line with GDP growth or better
Adjusted EPS growth in mid single-digit range or better Improving free cash flow with
a free cash flow dividend payout ratio in the 70s percent range.
Financial Perspective

9. Balanced Score Card
Learning and Growth perspective

10. 10
Objective:
Staying up to date with the local and global market tends and creating new forms of service for customers.
Measures:
Based of the results from the company’s operating segments.
Targets:
Retain our current customers and attract new customers by introducing services and promotions.
Initiatives:
Creating and testing new generation software and service for customers.
Learning and growth: Innovation Process

11. Balanced Score Card
Internal Perspective

12. 12
Objective:
Become the number 1 telecommunications provider in the US
Measures:
Reduce customer Churn, Increase revenues and decrease costs
Targets:
Generate revenue growth from non voice related services
Initiatives:
Create differentiation on this 3 core areas:
1. New Fixed and Cellular technology, Data Speeds, Network Coverage, Less dropped connections, Strength
of signal. Expand Giga power footprint 1Gbps (5G cellular and Fiber)
2. Easy to deal with change plan, plan flexibility
3. Value added Promotions: wireless and DirecTV Unlimited plans offered to people that sign up for the
bundles. New Device technology New iPhone 6 promotion 1st free and 2-6 50% discount
Internal Process