AT&T's Information Systems: Project on Business Objectives

This project provides an in-depth analysis of AT&T's information systems, focusing on cloud computing, big data, and mobile digital platforms. It begins with an introduction to information systems and their application within the telecommunications industry, specifically examining AT&T's background, business activities, and the products and services offered. The main body delves into the nature and types of information systems used by AT&T, including cloud computing, big data, and mobile digital platforms, detailing their purposes and applications. Furthermore, it explores how these systems are applied to achieve key business objectives such as operational excellence, new product development, customer intimacy, improved decision-making, competitive advantage, and business survival. The project also emphasizes the importance of these information systems in enhancing efficiency, productivity, and overall business performance. The report concludes with recommendations and references, providing a comprehensive overview of AT&T's strategic use of information systems to support its business goals. This project is available on Desklib, a platform offering AI-based study tools and resources for students.

Project

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Background of AT & T company................................................................................................1
Nature and Types of system ........................................................................................................2
Way to Apply Information System to Achieve Objectives.........................................................4
Importance of Information System to Complete Objective.........................................................5
RECOMMENDATION...................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Information system is a set of components that is used to collect, store, process and
provide information about the digital products that are used in the market. It helps in managing
the operations, build better customer relationship in the company. Used in doing calculations for
IT companies and helps in reducing paper work.
Present study will be based on AT & T company. It is an American Telephone and
Telegraph company that provides services like voice, video calls and internet
telecommunications to its customers and government agencies. It was founded by Alexander
Graham Bell in 2005. Its headquarter is situated in Bedminster, New Jersey. It is world's largest
telecommunication company and also cable operator television regulated under monopoly.
Report will include background of AT &T company including the main business
activities and products and services that it is offering to its customers. Further more it will
include nature and types of systems that is used by the company. It will also include objectives of
information system and the purpose of using each system by users it serves.
MAIN BODY
Background of AT & T company
AT & T is an American Telephone and Telegraph company that provides services like
voice, video and internet telecommunications to its customers, professional services and
government agencies. It is the largest telecommunication company in providing telephone and
cable operator services in the world. It employed one million people and it earns revenue of $3
billion annually. In 2005 it was purchased by Baby Bell and by SBC communications and in
more than $16 billion then SBC changed its name to AT & T Inc. It was started by Bell Patent
Association, a legal entity that is established in 1874 to protect patent rights of Alexander
Graham Bell after that he invented the telephone system. In 1880 the management of American
Bell created the name of company as AT & T long lines. This is the first company that provides a
nationwide services with effective cost structure. It was incorporated in New York state as a
separate company named as American Telephone and Telegraph Company on March 3, 1885.
After New York its telephone network reached Chicago. It is doing monopoly business under
phone services in United states and Canada (Laudon and Laudon, 2016).Then further it was
expanding into different areas that helps in exchanging currency and enhances foreign trade. On
December 30, 1899 assets of the company is transferred to subsidiary American Telephone and
1

Telegraph Company because Massachusetts corporate laws are restrictive and it has less capital
to invest as 10 million dollars for further growth. On April 30, 1907 Theodore Newton Vail
became president of AT & T. The slogan of the company is “ One policy, One System,
Universal Service. This is the philosophy of company from 70 years. Under Vail, AT & T is
buying many smaller telecom companies. At & T is facing scrutiny from regulators that is stated
in the affairs of the company (Chang, 2016).
It main business activity is mainly involved in the telephone business and is partnership
with RCA. It also includes cable operator in television and internet telecommunication, voice,
video and data. Its main business is to provide telecommunication services to its customers. It
becomes the world's largest telecommunication sector in the United States. It is also providing
radio services to its customers. In this sector also it grows and the demand for wired services. It
established WEAF station in New York.
The product and services that is being provided by AT & T is voice, video, data and
internet telecommunication services. It could provide no programming but if anyone is using the
broadcast message have to pay a “toll” to the company. The size of the studio is same as
telephone booth. This idea is not work because people have to pay for the broadcast. This
broadcaster is associated with NBC (Fountas and et. al., 2015). As it offers different product and
services that helps in increasing the growth in telecommunication sector. As it is a
telecommunication sector it helps in bringing up growth enhancement of the company. The
market is customer oriented so company have to provide services according to their demand and
wants. These services are more important for companies who are dealing in sales and marketing.
It deals with the cold calling through which employees have to deal with clients on home.
Nature and Types of system
Various kinds of information system that is used by AT & T company are:
 Cloud computing
 Big Data
 Mobile digital platform
Cloud Computing
It is the use of a network that is used to serve the remote areas in the internet to store. It is
the technology that is being used in every company nowadays. It delivers computing services
over internet. It provides the ability that helps in managing the applications through global
2

network. For example: Amazon Services and Microsoft Azure (Rittinghouse and Ransome,
2016).
Purpose of cloud computing
Purpose of using cloud computing is to manage all the applications of the company. It is
used in the company as it does not require space for installation in the company. There is no
requirement of experts for operating hardware and software maintenance. It is used for data
security so that data can not be gone out from AT & T. It helps in recover the disaster of any data
from this information system. It requires high flexibility of resources. It does not take longer
time in implementing in AT & T company (Almorsy, Grundy and Müller, 2016).
Big Data
It refers to the collection of data on larger basis. It includes unstructured data that result
interaction between people and the Internet. This data is not fit into rows and columns by
understanding relationship that is based on reports and simple queries.
Purpose of Big data
The purpose of big data is that it helps in gaining more information from the company. It
helps in examining large data that includes more information and it will be helpful. Big data
provides the meaningful information to employees of AT & T company. It is used in the
company on big volume (Chen, 2015).
Mobile digital platform
It is a software tool that is used in designing, creating and maintaining mobile
applications. This tool is used for different programming languages and also used in different
soft wares of application. It includes various tools that are being used in this digital platform. It is
the most preferred platform in digital market.
Purpose of mobile digital platform
The main purpose of this digital technology is to provide different tools in the company
that helps in engaging easy work. It also helps in providing mobile apps, devices that provide
information to customers. Through this platform more information is gathered in one time. It
avails various business models that helps in transferring information (What is digital platform,
2018). This platform also helps in advertising, campaigns etc.
3

Way to Apply Information System to Achieve Objectives
The use of information technology is important for all business organizations to manage and
process the information which is collected from the inside and outside the organization.
There are six objectives of use of information system in the AT & T. this objective are-
1. Operational Excellence
2. New Products, Services and Business Models
3. Customer and Supply Intimacy
4. Improved Decision Making
5. Competitive Advantages
6. Survival
This all objectives are based on the growth and development of organization by utilizing
the information collected from different sources. The target of implementing this information
system is related to the collecting the information from different departments, process it for right
arrangement (Walsham, 2015).
Operational Excellency
By using cloud computing in the data storage provides the mobility to the business
related to telecommunication and digital platform for entertainment industry of AT&T. in the
satellite television industry the company need to process the huge amount of data to provide the
exact information to the user. This information system are useful to collect the more convenient
data to improve the efficiency. The data collection through mobile digital platform, process
through big data and implementation in the cloud computing can help the company to improve
efficiency and performance of company.
New Products, Services and Business models
For this the company needs to process the huge amount of research of data introduce an
innovation in business or launch a new product. For the collection of information this
information systems can be used. The mobile digital platform cab be used to collect the
information of the consumer of the At&T and for the data process the Big data system can be
used to process the data collected from the digital platform. This how the technology can be used
to launch anew product or data (Cassidy, 2016).
Consumer Supplier Intimacy
4

This objective can be complete by using the cloud computing and mobile digital
platform. The digital platform can be used to directly communicate with the consumer and the
cloud computing provide the mobility to the business this can help to track the supplier and
services need to be provided to customer. The big data can help to process the data and
information of supplier, product and service.
Improved Decision Making
The data can be processed by the big data software and that allows the company to gain
the information collected from the digital platform of consumer. The well organization and
processed data can help to improve the decision making of AT&T.
Competitive Advantage
AT&T can use these technologies as information system to gain the competitive
advantage. By use this technology the company can improve the reach of products and services
the consumer that leads to gain the competitive advantage in global market. The convenient
information of the consumer collected by information system can help to increase the number of
consumer by working on the consumer requirement which is evaluated from big data software
(Shiau, Chen and Tsai, 2015).
Survival
This information system used by the AT&T can play important role in the survival of the
company. To survive in market a company needs to perform regular research to introduce the
attractive and innovative ideas in the market. Also, the consumer satisfaction is important for the
business survival (Laudon and Laudon, 2016). The information systems can help the company to
collect and process the market trend data and consumer data to ensure the survival of AT&T.
Importance of Information System to Complete Objective
In this objective the target of using information system is to gain the maximum
efficiency, improve the productivity of AT&T, to improvement of changes in practices
implemented by the company to improve the overall performance of company. AT&T is a multi
national company which is performing in the different businesses around the world. These
businesses are related to the telecommunication and digital sector. To manage the information
AT&T have different Information systems. The information systems are used in AT&T are cloud
computing, big data and Mobile digital platforms. For the management and storage of the
5

information in large size is difficult and also the physically stored data doesn't provide the
facility of mobility.
Big data technology can help the AT&T to process the only data which is required. This
can be also used to minimize the useful data collected form the different online and offline
platforms (Liu, 2015). The information collected form the users can be stored and used at
different places this can help to improve the mobility of the data and management. This can help
the AT&T to improve the efficiency in the different business the company in. the cloud
computing allows mobility of business and data and big data technology is used to process the
information collected from different places. This can minimize the useless data to improve the
performance of company. The data processed through the big data provides the useful data to
make essential changes in the company. The mobile digital platform improve the reach of the
company in the consumers that can improve the revenue of company. In the operation of the
AT&T this information system can help to improve the performance of company by increase the
effectiveness and efficiency of knowledge management and information handling. This is how
the
RECOMMENDATION
The implementation of this information system can be improved by using different new
multipurpose software. This software can reduce the complexity of the different knowledge
management processes. This information system can be used alongside the latest technology to
improve the effectiveness of information management. The data storing through cloud storage is
not that secure. So, the security can be improved by using different security protocols. The cloud
computing can be improved by using different digital devices. By using fast servers the
information sorting and arranging can be improved. The information management can be
improved by using easy and user friendly interface. Reduced complexity of information
processing methodology can help the system to find out the patterns and sequence in the past
data. By improving the real time data handling and storage can make the system more effective
and efficient. The new technology like AI can help the company to improve the knowledge
management and information handling.
CONCLUSION
This report is concluding the importance of the information system to improve the
performance of AT&T. This report is evaluating the different business strategies and activities to
6

know the application of information system. The report is covering different information
technologies to improve the information system of company. This report is explaining the
application of information system to complete the different business objectives of AT&T. This
report is evaluating the importance of information system to complete the business objective of
company. The report is recommending different suggestion to improve the performance of
company. The technologies used in the information system has been learned through the report.
7

REFERENCES
Books and Journals
Almorsy, M., Grundy, J. and Müller, I., 2016. An analysis of the cloud computing security
problem. arXiv preprint arXiv:1609.01107.
Cassidy, A., 2016. A practical guide to information systems strategic planning. Auerbach
Publications.
Chang, K.T., 2016. Geographic information system.International Encyclopedia of Geography:
People, the Earth, Environment and Technology: People, the Earth, Environment and
Technology, pp.1-9.
Chen, X., 2015. Decentralized computation offloading game for mobile cloud computing. IEEE
Transactions on Parallel and Distributed Systems. 26(4). pp.974-983.
Fountas, S and et. al., 2015. Farm machinery management information system. Computers and
Electronics in Agriculture. 110.pp.131-138.
Laudon, K.C. and Laudon, J.P., 2016. Management information system. Pearson Education
India.
Liu, S., 2015. Effects of control on the performance of information systems projects: the
moderating role of complexity risk. Journal of Operations Management. 36. pp.46-62.
Rittinghouse, J.W. and Ransome, J.F., 2016. Cloud computing: implementation, management,
and security. CRC press.
Shiau, W.L., Chen, S.Y. and Tsai, Y.C., 2015. Management information systems issues: co-
citation analysis of journal articles. " International Journal of Electronic Commerce
Studies". 6(1). pp.145-162.
Walsham, G., 2015. Interpreting information systems in organizations.
Online
What is digital platform.2018.[Online].Available
through<https://whatis.ciowhitepapersreview.com/definition/digital-platform/>
8