DirecTV CEO's hopes for AT&T deal could be disappointed

DirecTV CEO Mike White

DirecTV CEO Mike White

DirecTV CEO Mike White

White: AT&T Deal Unlocks Potential | Multichanne: White also sees a big customer service opportunity in the deal, allowing DirecTV to offer more products in a single truck roll.

“To me the real opportunity is growth,” White continued. “For us this is a real unlock, it unlocks our way to better serve rural areas, when you think about the 15 million [customer] build out of rural areas. We have been salivating to be able to do [a] one bill and one install experience for the customer and not have two different people show up on two different days, to run it from one call center. This is an enormous opportunity for DirecTV that’s one of the things we could not have gotten with any other partner.”

DirecTV Mike White's belief that AT&T will follow through with a commitment it announced concurrently with its planned acquisition of DirecTV to expand its Internet footprint to reach an additional 15 million premises could prove illusory, dashing his hopes of expanded cross marketing opportunities. For more than a decade, AT&T has announced various infrastructure expansion initiatives including Project Pronto, Project Lightspeed and most recently, Project VIP that have turned out to be far more sizzle than steak.