To keep competitors at a distance, AT&T was able to stay in its first mover advantage positon by offering more innovative products and services to its customers. In the 90’s as the company’s mobile service offerings grew, the company was a pioneer in placing new stipulations on customer account offerings such as time period contracts, telephone sales costs, and fees for service terminations according to AT&T.com (2016). These account impositions allowed the AT&T to retain customers who may have considered switching to other companies coming into the market. A decade later, in the 2000’s, came a proliferation of mobile phone providers on the market; however, many customers remained loyal to AT&T because of the company’s proven reputation. In