AT&T takes on the Geek Squad
By John Lister
AT&T is to challenge the likes of the Geek Squad by launching an in-home technical support service. The basic PC service undercuts Geek Squad by ten bucks, but the prices go as high as $849 for a full TV system install.
The ConnecTech service is available to everyone, not just AT&T customers. PC and network prices start at $69 for phone support and $99 for installation. Unlimited phone support costs $139 for six months or $239 for a year.
Apple users won’t be happy to discover that each level of service comes with a $40 to $50 premium for Macs over the equivalent PC service. That’s probably less to do with the comparative complexities of the systems and more to do with there being fewer qualified Mac technicians.
The most expensive package, at $849, covers a complete wall-mount installation of a TV screen above 32”, plus seven flat-panel speakers, with all cabling concealed wherever possible.
The service is available in all 50 states, though this does mean the firm will use local contractors as well as AT&T employees. While the promotional material includes the disclaimer that not all locations will be served, the company tells Arstechnica that they’ve yet to get a request from a home they couldn’t reach. (Of course, that’s not saying much after just one full working day.)
There’s a good chance some of you reading this are already crying “rip-off” after seeing these prices. In my view, there’s no such thing as a rip-off if you’re in a genuinely competitive market and deliver what you advertise. The charges seem pretty darn steep for what you actually get, but if people are willing to pay, who can blame AT&T for ‘exploiting’ them?
How well the service does probably depends less on the actual delivery (as long as the staff are polite and do the job, there’s little difference to the user experience) and more to do with branding. And while Geek Squad may have had a bad rap among some, it certainly seems a warmer, less stuffy and corporate brand than ‘ConnecTech from AT&T’.
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