AT&T stores will be training their salespeople to demonstrate the top apps to customers who might otherwise never be aware of them, he said.

AT&T is also trying to develop apps that will leverage all of its broadband services. For example, AT&T customers will be able to access information about the upcoming Masters golf tournament (such as leaderboards and text updates) via the company's Uverse IPTV service, on both PCs and cell phones.

"We're making it available across all the ways that you interact with us," Christopher said.

Matt Crowley, chief marketing officer for AT&T Interactive, talked about efforts to upgrade search applications such as Yellowpages.com. A new version will be available for the iPhone later this spring, he said.

Glenn Lurie, in charge of emerging devices for AT&T, sounded a lot like his counterpart at Verizon Wireless (Tony Lewis) when he talked about the range of devices that AT&T expects to see on the network in the years to come. Lurie is one of the movers behind the push to offer . While wireless-data plans usually cost $60 for up to 5GB of data, AT&T has just begun a trial of a $40-per-month, 200MB-cap plan in Atlanta and Philadelphia.