How do you create something that's so compelling that people move from A to B?

The assumption that everybody wants a bundle is flawed.

Right now the competition is just about cheap voice calls.

The reality is, this is where the money is at.

To grow our revenue and our customer base and enhance awareness of our brand, we have chosen to spend significant amounts on our marketing activities, and we intend to continue to do so.

To be fair to AT&T, the company has to do this. It is government mandated that you have to have a 911 solution because people expect 911 to work, regardless of where they are.