U.S. operator AT&T boosted its network capacity on a temporary basis for the Electric Daisy Carnival (EDC), an annual music festival that took place at the Las Vegas Motor Speedway in Nevada this past weekend. The operator enhanced its cell towers that are in close proximity to the event and deployed two Cell on Wheels (COWs) to help meet the demand from the high concentration of smartphone users at the EDC for reliable service for sending text messages, adding photos and providing status updates on social networks and making calls from mobile devices.
According to Stephanie Tyler, president of AT&T Nevada, the EDC, which this year was attended by more than 140,000 people, is an event that generates memorable experiences that attendees want to share online with family and friends. Reliable coverage at high speeds helped to provide AT&T customers among the festival-goers the mobile internet experience that they desired at such an event. AT&T’s temporary network enhancements for short-term events are a good move for dealing with the mobile needs of a large, densely concentrated group of people gathered in a particular place. The increased coverage, connectivity and faster data speeds from temporarily boosting the network not only pleases the operator’s current subscribers but can also be effective in AT&T’s pursuit of new customers. Additionally better coverage will result in more data use and more revenue, which will probably surpass the amount of investment the operator needed to make for the short-term coverage boost. We think this strategy can be used with profit by mobile operates worldwide during heavily attended entertainment or sporting events, particularly those that last for several days.
The above item appeared in a recent issue of The Tarifica Alert, a weekly resource that analyzes noteworthy developments in the telecoms industry from around the world. To access all of the latest articles and issues: http://www.tarifica.com/TarificaAlert.aspx