cc17723
Two men work on a laptop in their kitchen

AT&T's global customer base is very diverse, and we do our best to serve our customers in the language they prefer. It's all about helping each individual see how AT&T can improve his or her life. To that end, we constantly ask ourselves: How can we improve the way we connect with an even wider array of people?

AT&T recognizes the value of multicultural consumers and invests in identifying and communicating in a way that reflects how the company's products and services fit into their lives and aspirations.

The company's advertising and marketing campaigns represent the diversity of the local communities that we serve, and they authentically portray diverse individuals in positive roles. Our campaigns allow consumers to be informed about the company's products and services by connecting with them through meaningful moments in a culturally relevant way.

Our products and services include culturally relevant offers, such as Advanced TV, ringtones and content for cell phones, designed specifically with multicultural consumers in mind. We offer an unsurpassed portfolio of wireless, data, video and home phone solutions for our diverse customer base.

Top Priorities

With more than 1,700 AT&T reps working in 22 AT&T Call Centers that provide service to more than 1.5 million customers in languages other than English, AT&T believes it is essential to provide service assistance, to conduct business in the preferred language of its customers and offer culturally-relevant products and services. We strive to ensure that general-market advertisements are inclusive and embrace diversity, reinforcing positive perceptions and effectively reaching audiences of all cultures and backgrounds. We currently conduct business in more than 160 languages and advertise in top languages in selected states.

For us, part of doing business is also being committed to providing competitive pricing and a wide variety of service and product choices to meet the needs of our diverse customer base.

We currently conduct business in more than 160 languages, and provide service to more than 1.5 million customers in languages other than English

Breaking the Language Barrier

More than 70 percent of the nation's Hispanic population lives in the combined 22-state AT&T footprint. To better communicate with the Hispanic community online, we have a full-service Spanish-language Web site, http://espanol.att.com/ and are constantly adding new content and functions. In 2005, AT&T launched AT&T World, a Web site with five Asian languages to offer self-service capabilities to customers preferring to do business in Chinese, Vietnamese, Korean, Tagalog and Japanese. In 2009, we added two additional languages to our World site — Russian and Polish — now available in key select service regions.

As a leading bilingual telecommunications retailer, AT&T has converted more than 700 locations nationwide to bilingual concept stores that allow Hispanic customers to work with someone who understands their needs and speaks their language. These stores are located in high-density Hispanic markets including California, Florida, New York and Texas.