Directv Now started life as Uverse Now, but that all changed once the merger took place. The original idea was to save the Uverse brand and bring it to more homes via OTT.
Original project:
Roll out OTT streaming app that could play on any media streaming device.
Simple to use interface with cloud DVR controls.
Unlimited data usage with any AT&T service.
100 channels for $30-45 with location and user specific ads.
Reduction of set-top boxes and inventory.
Reduction of maintenance technician truck rolls.
Reduction of maintenance labor force.
Sell Apple TV, Roku and Amazon media devices as CPE.
Sell anonymously data mined user data.
I personally spear headed this side project but was told by the executives that it was too ambitious. Three months after the merger the idea was green lighted by newly merged DTV executives.
I'm no longer part of this project, but the above was the original idea.