??? 另外一個例子是我們在YouTube上推出的一部短劇，名為《相離時相知》（Away We Happened）。創作這部短劇，是因為我們發現亞裔美國人使用社交媒體的比例超出平均水平。因此我們創作了這部六集短劇。有趣的是，我們只創作了第一集。兩個年輕人在去機場路上的咖啡店里，因為意外事件相遇，并錯拿了彼此的行李。在結尾處，我們提出了問題：“你認為故事應該如何發展？”“他們應該見面嗎？”觀眾通過Facebook提出了各種想法，還進行了投票。之后，我們據此編寫下一周的劇本，然后進行拍攝、制作，并在YouTube上播放。目前，這部短劇已有數百萬觀眾。公司的智能手機設備也是故事中不可或缺的一部分。這對我們來說確實是非常有趣的冒險嘗試。

????這些都是營銷嘗試。你們會設法去衡量這種營銷手段嗎？

????當然。

????你們如何衡量？

????方法很多。《破曉》的觀看次數有數百萬次，而且我們還開發了一款名為Jackboxer App的手機應用。在《破曉》里，Jackboxer都是正義一方。用戶將這款應用下載到手機中，就可以一路跟進短劇情節。用戶可以更深入了解在網劇中所用的技術，于是我們專門制作了一個網站。我們很幸運，因為消費者對短劇中的科技元素充滿了熱情，因此總是希望了解更多。我們發現，許多用戶登陸網站，平均會花費大約一個小時的時間瀏覽各種技術，查看網劇中使用的HTC ONE設備，還有翻譯器和沃森語音技術（Watson）等等。

????無線運營商競相推出新服務，競爭可謂非常激烈。你們如何保持競爭優勢？

????我們認為，我們的優勢就是規模最為龐大的群策群力構思創意項目。我們有250,000名員工。任何員工都可以提交自己的創意，真正做到了群策群力。所以大家經常會說：“這個怎么樣”或者“那個怎么樣？”我們把其中一些非常不錯的創意用到了商業應用中。比如，為了兼顧工作和家庭，一位年輕的父親上班時會帶兩部手機，其中一部用于工作，另外一部則用來和家人聯絡。于是，他希望賦予一部手機多重身份，并提交了這一理念。然后，我們在達拉斯城外的Foundry創意中心（AT&T全球三大創意中心之一）針對這一理念進行開發。最終，這個創意變成了一款商業產品，便是我們在去年秋天發布的AT&T Toggle技術。

????你負責公司的品牌建設，但歸根結底，品牌還是依靠公司及員工行為來體現，對此你怎么看？

????我們經常說，只有當人們走進2,300多家零售店，當一名技術人員來到消費者家中，當消費者使用我們的產品與服務時，AT&T品牌才真正鮮活起來。廣告就像是蛋糕上的拉花，用戶體驗才是蛋糕本身。

????現在，所有想要手機的美國人幾乎已經人手一部，你們如何尋找更大的增長機會？

????過去五年，對我們來說其實只能算是冰山一角。過去五年，公司網絡的使用率增加了20,000%。未來五年，只要寬帶頻譜可用，預計我們仍會以每年75%的速度增長。所以，目前的成績根本不算什么。

????數字家庭是一個很好的例子。未來，大家可以從辦公室或者度假的地方管理家庭，不僅可以查找家中哪處用水出現了問題，還可以用平板電腦把水關掉。如果你的兒子或者女兒回到家，卻發現門鎖了，你可以激活攝像頭，打開門，看著他們進家門。甚至可以監督孩子們寫作業。

????如果要出門，不需要去查看是否要下雨，因為你的傘柄會發光，這是在告訴你：“你最好帶上我，因為今天有雨。”宗旨，當一切都連接到無線網絡，生活會變得更加美好。

????Another example is a series on YouTube called Away We Happened. It was born out of the insight that the target audience, Asian Americans, are above-average users of social media. So we created six webisodes. The really interesting learning here is that we created only the first webisode. These two young professionals meet by happenstance in a coffee shop on the way to the airport, and somehow they take each other's luggage. At the end of the webisode the question is asked, "What do you think should happen next? Should they meet up?" Using Facebook, our viewers input ideas and voted on them. The script for the next week was written, shot, produced, and put up on YouTube that week. We've had millions of viewers. Our smartphone devices again played an integral part in the story. It's been a really fun adventure for us.

????These are experiments. Do you try to measure their success?

????Absolutely.

????How do you do it?

????A number of ways. We've had millions of views of the Daybreak series, but we also developed an app called the Jackboxer App -- the Jackboxers are the good guys in Daybreak. You download the app to your smartphone and follow clues along the way throughout the webisodes. You could learn more about the technology that was used in a webisode, so we take you to our website. We're lucky because our customers are so passionate about their technology that they always want to learn more. We find that many users go to the website and are spending about an hour on average looking at the technology, checking out the device that was used, the HTC One, checking out the Translator or the Watson technology or whatever.

????The competition among wireless carriers to introduce new services is relentless. How do you keep up?

????We have what we think is one of the largest crowd-sourcing ideation programs. We have 250,000 employees. All of them can submit an idea, and it's crowd-sourced, so people say, "But what about this?" or "What about that?" We bring some of those ideas into commercial use. For example, a young father was using two devices at work, one for work and one for home, trying to keep up with his job and his family. He came up with the idea of having a single device with multiple personas. He submitted that idea. We worked it through our Foundry outside Dallas, one of our three innovation centers around the world. And it became a commercial product we launched last fall called AT&T Toggle.

????You're responsible for building this brand, but ultimately isn't the brand embodied in the behavior of the company and its employees every day?

????We always say that the AT&T brand comes to life when someone walks into one of our 2,300 retail stores, when a technician goes into their home, when they use our products and services. The advertising, that's icing on the cake. The cake is the experience.

????Just about everybody in America who wants a cellphone has one. Where do you find significant growth?

????What we've experienced over the past five years is just the tip of the iceberg. We've seen a 20,000% increase in the usage of our network over the past five years. We expect that over the next five years we'll grow another 75% every year if the spectrum is available.

????So you ain't seen nothing yet.

????The digital home is a great example. You'll be able to run your household from your office, from your vacation spot, and to do things like not only know that there's a water issue in your home but also, using your tablet, to shut your water off. If your son or daughter comes home and the door is locked, you can activate your camera, unlock the door, and see them go in. You can watch them do their homework.

????One day you'll walk out of your home and you won't have to check to see if it's going to rain because the handle on your umbrella will glow, which tells you, "You'd better take me because it's going to rain today." Everything will be better when it's wirelessly connected.