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10/31/2012
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4G World: AT&T Plays Consumer Catch-Up

Wireless industry can't stay ahead of consumers, but it can plan its networks to keep pace more effectively, says AT&T Labs executive.

CHICAGO -- 4G World 2012 -- The wireless industry hasn't been effective in predicting what its customers want, Kris Rinne, senior VP of network technology at AT&T Labs, said during a keynote at 4G World in Chicago Tuesday.

So to keep up with changing customer choices, AT&T's strategy is to get the most out of its networks (plural), including the small cell technology currently in trials and, eventually, unlicensed Wi-Fi connections as well as its current mobile infrastructure.

"When you are creating the perfect network ... our traditional metrics [are not] going to be enough for the future," stated Rinne, citing a 20,000% increase in mobile data traffic since 2007.

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