Q&A's for AT&T CruiseCast

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by Chris Johnson January 11, 2009 12:17 AM

Categories: Industry News

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How is AT&T CruiseCast^SM different from what is in the market today?
To date, some products have had capacity for only three channels. Others also have problems maintaining the continuity of the signal, losing the programming whenever they are out of sight of the satellite. Lastly, current in-motion antennas working on a regular satellite TV service are huge, weigh up to 50 pounds and are unsightly.

AT&T CruiseCast solves all of those problems. We have unlimited channel capacity and will launch with 22 TV channels, and 20 satellite radio channels. We have addressed the signal loss problem with our breakthrough buffering technology that maintains the connection while going through tunnels, under bridges and around tall buildings. Lastly, we have taken highly advanced technology usually found in larger satellite dishes and scaled it down to a very compact low-profile antenna that is easy to install and not particularly noticeable.
Who is this product geared toward?
We believe that families are the most likely to embrace this quickly. AT&T CruiseCast gives them a way to give youngsters their favorite TV channels while running errands around town or on vacation. Parents won't need to disrupt their driving concentration to change DVDs.

We also know that tailgaters will love this. Hanging out with friends prior to the game, they can open the back end of the SUV and watch other games or listen for other scores.

Truckers, especially owner-operators, will also now have an option when they are on the road, after a tough day of driving. They'll be able to pull over anywhere and channel browse for content that helps them relax.

Other people who have to drive for a living may also take advantage. For example, sales staff who travel to appointments. If they get stuck waiting around between meetings, they can just slide into the backseat and watch their favorite soap operas.

Then there are car poolers. AT&T CruiseCast would help pass the time in route to work. They can get caught up on news watching MSNBC or CNBC or watch comedy routines on Comedy Channel.
When will consumers be able to get it?
Our consumer launch is slated for Spring 2009. We are currently taking advanced orders from dealerships and distributors. We currently have a friends and family trial running in many cities across the U.S.
Where can it be installed?
The AT&T CruiseCast system can be installed at a variety of authorized installers, including new car dealers and other retail distributors that sell audio hi-fi and Rear Seat Entertainment systems.

It can typically be installed during dealer prep of a vehicle when a new car is purchased. There will be a dealer locator search feature on the http://www.cruisecast.com/ website.
Will AT&T CruiseCast work with any Rear Seat Entertainment System?
The AT&T CruiseCast receiver plugs into any Rear Seat Entertainment system LCD using standard RCA jack connectors. Most LCDs and DVD players manufactured for vehicles have an RCA auxiliary input jack that can accept an additional video input.
How long will the installation take?
Installation typically takes about one to one and a half hours, depending on the vehicle. However, if there are additional features being installed, it may take longer.
Will it scratch the car?
No, the antenna on the top of the vehicle is secured via a mounting bracket that is attached to the roof rails or roof rack of the vehicle. The installation is non-destructive to the vehicle and paint finish.
What if the car does not have roof rails or a roof rack?
AT&T CruiseCast is working to provide an alternative mounting option for vehicles that do not have roof rails or a roof rack. Additional mounting options, such as magnetic mounts, will be available soon.
What is the warranty for the product?
The standard warranty for the receiver and antenna is one year.
Does the set top box work with a Rear Seat Entertainment remote control?
Unfortunately, not at this time. The AT&T CruiseCast system utilizes a radio frequency (RF) based remote to maximize installer flexibility of the placement of the receiver in the vehicle, so line-of-sight pointing of the remote to the receiver is not required. Most LCD screens for vehicles use infrared (IR) remotes.
What happens if the unit breaks?
If the unit breaks during the warranty period, AT&T CruiseCast has a replacement program that arranges for a replacement unit to be shipped to the owner's installer. The installer will replace the equipment and ship the defective unit back. If the unit breaks after the warranty period, a replacement fee will apply.
Can the owner take the car through a car wash?
Yes, the AT&T CruiseCast antenna was designed with car washes in mind.
How will the consumer subscribe to the service?
The easiest way is to visit http://www.cruisecast.com/ and click the "Sign Up" link. He or she will be led through a series of sign-up steps such as entering personal information, payment method, and be able to select programming features. (Alternatively, customers may call 800-CRUISE1.) Once there is both a profile on record, and the installer has completed the installation of the equipment, the service will get activated over the air.
Does the service have parental controls?
Yes, parents can set up the receiver to require entry of a PIN code for programming (regardless of channel) where the TV Rating for the show exceeds the rating level defined in the user preferences settings of the receiver. Parents can also implement parental blocking on a specific channel if desired.
Can the user attach the service to a portable Rear Seat Entertainment System?
Yes, as long as the portable Rear Seat Entertainment System has auxiliary RCA jacks. Many portable DVD players have RCA jacks that are "auxiliary out" only, for use in connecting the player to a TV set. We recommend that the vehicle owner check before buying to find a model that supports "auxiliary in."
Can a person input it to a larger monitor when tailgating?
This is technically feasible and will work, but keep in mind that the AT&T CruiseCast service is optimized for screen sizes typically deployed on the ceiling or headrests of vehicles, which range from 7 - 12 inches diagonal. AT&T CruiseCast balances this predominant viewing mode with its unique Video Service Continuity (VSC) technology to provide an optimal service experience. Thus the video quality on a large TV screen will not be as good as what someone might have at home.
What is the cost?
AT&T CruiseCast is still working to finalize its initial channel line-up and the final monthly cost will be announced at that time. It is anticipated that the monthly subscription fee will be around $27.95. The price of the equipment for the vehicle (antenna and receiver) may vary by dealer but the MSRP is $1,299.
Will you add channels in the future?
Yes, AT&T CruiseCast has the ability to add channels to meet market demands.
Do you have more than one color of antenna?
The T7 antenna comes standard in grey. However, there will soon be an accessory cover available to match vehicles in multiple colors that can easily replace the existing grey cover provided with the standard T7 antenna.
If the owner loses the remote control, how does he or she order another one?
The user can use his or her personal account on http://www.cruisecast.com/ to order a replacement remote.
Will users have signal wherever they go?
The satellite beaming signals for AT&T CruiseCast cover the entire continental United States. Based on driving locale and topographic conditions, there may be obstacles (e.g. trees, buildings) that occasionally block reception of the satellite signal.

In most instances, the vehicle would not experience loss of video reception due to these blockages, thanks to the Video Service Continuity (VSC) technology employed by AT&T CruiseCast. However, in cases where the current topography causes an extended period of blockage (3 minutes or more) there will be loss of service.
Sometimes the service appears to lose its picture right after changing the channel. Why is that?
When the channel is changed, the buffer that is helping to protect signal loss from the satellite is cleared. It takes about 60 seconds of reception of a new channel to rebuild this buffer. This is analogous to your home Digital Video Recording capability when you want to rewind the current program you are watching...when you change the channel there is no history of what was received previously.
Can the consumer pay for the equipment over time?
During a new car purchase it is easy and convenient to simply roll the cost of the equipment into the new car financing. AT&T CruiseCast is investigating other financing options for customers, which may be available at a later date.
Is the programming exactly what someone would see through cable or satellite?
AT&T CruiseCast's mission is to provide the same broadcast feeds that people get in their homes whenever possible. There are some channels for which this may not be possible and in those instances the "mobile" feed of the same channel will be provided.
Are local channels available?
There is no local over-the-air tuner built into the first generation system. With the Digital TV (DTV) transition underway and the FCC mandate for all analog airwaves being turned off by February 2009, the industry has moved to a digital standard called ATSC for over-the-air transmission of local channels.

Unfortunately this standard was not designed with moving vehicles in mind, but there are several "mobile ATSC" standards in the works. AT&T CruiseCast will continually monitor the progress of mobile ATSC and other options for delivering locals channels.
Can the user still play DVDs with it installed?
If your LCD screen incorporated and supported a DVD player prior to the installation of AT&T CruiseCast, this feature will continue to work.
Can the passenger and driver see it in the front seat?
Most states have laws prohibiting the driver from being able to see and watch a television program while driving. Depending on the installation however, there may be ways to watch television in the front seat when the car is in park. Ask the installer.
Will the service interfere with cell service?
No, the television service runs at a totally different radio frequency than cellular telephone services.
Does the service also offer data?
Not at this time.
What time zone is the programming timed to?
The programming is generally the East Coast feeds for the channels in the AT&T CruiseCast line-up.
Can each monitor in the headrests show different programming?
The first generation AT&T CruiseCast receiver supports only one tuner and, thus only one AT&T CruiseCast television program can be shown at once. However, one headrest may be able to be used for a DVD or video game, while the other is used for AT&T CruiseCast. Ask the installer about that.
Are there any vehicles that have it included from the factory?
Not at this time but stay tuned!