AT&T to reach out and touch clients more individually; 'The i Plan' for long distance for residential consumers seeks to rival Sprint, MCI

AT and T plans to fundamentally change the way it markets long-distance services to residential customers. Beginning Mar 3, 1993, the company's 'i Plan' will customize calling plans for individual customers. A bold move is needed by AT and T, which lost long-distance revenue in 4th qtr 1992. Arch-rivals MCI Communications Corp and Sprint Corp, in contrast, announced strong growth. MCI's 'Friends & Family' and Sprint's 'The Most' promotional programs have hurt AT and T. MCI advertising and communications VP Angela Dunlap scoffs at 'The i Plan,' saying it only applies to users who spend more than $30 in a month. Sprint executive Dave Schmeig says 'The i Plan' is a refurbished version of Sprint's two-year-old 'Priority' program. Still, both firms may be hard pressed to compete with AT and T's considerable marketing muscle.