It important to note the subtle changes made with the campaign. AT&T is not conducting a radical change to it; rather, the quote "It's what you do with what we do" indicates AT&T's acknowledgement to the changing telecommunication marketplace. AT&T understands that consumers value simplicity, value-added, productivity, and customer-centric.
AT&T's adjustment to the shifts in the marketplace is a good extension to our conversation regarding industry dynamics and trends. Even for a large player like AT&T, it is imperative that companies stay up-to-date with industry trends because things change very quickly. A company's vulnerability becomes another company's opportunity. Thus, as we begin formulate our recommendations, it is important for us to consider the market response and dynamics. What should we be anticipating? Granted it might not work out the way we anticipate, but it's better than coming unprepared.
Elliott, Stuart. As Technology Evolves, AT&T Adjusts a Theme. New York Times. April 9 2012.