The Videophone 2500: AT&T's Final Attempt

In the bright imagery of the Videophone 2500's advertisement, we see a snapshot of AT&T's vision for the future of communication. The device launched in 1992 boasts a full-color display, a camera that can be activated for visual calls and deactivated for privacy, and a user-friendly interface—all engineered to bridge the distance between loved ones, making it possible for Grandma to see her grandchildren on the East Coast without leaving Los Angeles.

A major improvement over its predecessors, the Videophone 2500 included color, full-motion video, and an easily accessible two-wire connecting mechanism. The LCD panel that flips up was created with user interaction in mind; and the promotional materials offered families the prospect of face-to-face connection over great distances by presenting a cozy, linked future.

The Videophone 2500's introduction to the consumer market elicited the same lackluster reception as previous versions, even with these improvements and the optimistic marketing campaign. Selling sets to families as a means of enhancing interpersonal communication did not have the desired effect on consumers as AT&T had hoped.

An influential criticism of the Videophone 2500 was provided by A. Michael Noll, a pioneer in digital computer art, 3D animation, and telecommunications in the 1960s and 1970s. With nearly 15 years of experience at Bell Labs specializing in computer art and telecommunication, and a PhD in electrical engineering from the Polytechnic Institute of Brooklyn in 1971, Noll brings a wealth of industry knowledge to his views. His time at Bell Labs, as a member of the President's Science Advisory staff, and later employment at AT&T and academia—including positions at Columbia University and New York University—makes him the perfect candidate to speak upon the Videophone. In his piece in The New York Times, titled "Videophone: A Flop That Won't Die," Noll highlights the persistence of market challenges. He criticizes the industry's ambition to revive a product that has consistently failed to meet consumer wants, focusing on privacy concerns and the preference for secrecy in phone talks - hence the unnecessary reality of the videophone.

His deep entrenchment in telecommunications history leads to him critiquing the persistent failures of the videophone in his article; he writes, "The American Telephone and Telegraph Company marketed a two-way video telephone in the late 1960s, but despite $500 million spent on development, it was a flop" (Noll, 1992). He highlights the enduring lack of consumer interest despite technological advancements, stating, "Why should it succeed now? Some video experts say technology and pricing have improved. A changing image now can be sent over a single standard telephone line, instead of three, making the process easier to use and cheaper. But, in this videophone reincarnation, that just produces a smaller, less clear image" (Noll, 1992). Because the technology seemed unnecessary and intrusive, the market was reluctant to accept it, as seen by Noll's distrust.