Bilingual Store Program Continues to Expand and Evolve to Provide Holistic Retail Experience; Program Has Launched More Than 770 Bilingual Concept Stores Throughout the U.S. to Date

AT&T announced the five year anniversary of its national Spanish bilingual concept store program. Launched in the spring of 2006 in Los Angeles, Miami, and NYC, the fledging bilingual retail program has expanded significantly over the past five years to better serve Latino customers and anticipate Hispanic population shifts. Today, AT&T offers more than 770 bilingual concept stores throughout AT&T’s service regions.

The national bilingual store program is part of AT&T’s commitment to provide Hispanic customers with innovative, integrated services and streamlined in-language customer care. In addition to offering bilingual retail customer support, bilingual stores are also equipped with bilingual signage and marketing collaterals. The stores also feature a state-of-the-art, hands-on design to engage customers and provide a “try before you buy” service experience.

AT&T’s bilingual store program continues to convert existing and open new bilingual stores on an on-going basis, to help meet the needs of the growing U.S. Hispanic population. According to early U.S. Census 2010 figures, the booming Hispanic population grew close to 43 percent from 2000 to 2010 and is expected to make up 30 percent of the country’s population in 2050.

The investment and expansion of AT&T’s bilingual retail footprint demonstrates its commitment to bringing cutting-edge communications and entertainment directly to Hispanic customers in their language of choice. The program is continuously evolving based on how AT&T believes Latino consumers currently purchase and will purchase entertainment and communications services in the future.

Bilingual stores are selected according to Hispanic population density in the neighboring areas. They are located mainly in states with a heavy Hispanic population such as California, Texas, Illinois, New York and Florida, but also in other emerging Hispanic markets such as Georgia, North Carolina, Virginia and Oregon.

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