Outgrowing the monolith.
As a multi-billion dollar telecommunications company, AT&T began innovating with online sales more than 15 years ago; purchasing the ATG commerce platform (later acquired by Oracle) to enable selling phones and wireless plans on their website. Over time, the company saw new growth opportunities and acquired a media company with millions of users. The strategy was to sell bundled services to the combined subscribers of both companies, but unfortunately the monolithic commerce platform that was being used was not designed for true omni-channel selling.
It was clear to the digital leadership team that in order to support cross-platform and cross-brand selling, they needed to modernize and migrate to a more modern, agile architecture. They selected the commercetools cloud-native, API-first commerce platform, which would give them the flexibility to up-sell and cross-sell on any of their online properties and the agility to build and customize microservices to meet the needs of the business.