AT&T Bet on Jobs

Leslie Cauley, USA Today staff writer, says AT&T got a one-year extension of its exclusivity deal for iPhone sales in the U.S. market as part of the new deal with Apple to pay an upfront fee, rather than a share of monthly recurring revenues. The original exclusive deal was set to expire at the end of 2009. So AT&T has another two and a half years to wring more magic out of the iPhone before contending with other carriers.

The iPhone might seem like a no-brainer now, but back then it was little more than a concept, with no name, design plan or software operating system. And it was offered by a computer company that had zip experience in wireless.

And credit AT&T CEO Randall Stephenson for making a key, and somewhat "un-telco-like decision." in staking so much on the Apple deal.

"We're not betting on the handset," Stephenson says. "We're betting on Jobs."

That appears so far to have been the right decision. It isn't just the handset. It was the intuition that Steve Jobs, whose firm never had built mobile phones before, could bring something spectacularly new to handset design, and by extension to the mobile data business.

Imagine any stodgy, old school CEO at a firm that big, betting on a person, rather than a company track record. It's a sign of new thinking, for sure.