AT&T stock has proven time and time again with jumps and false breakouts of implied volatility yet, posting a beta of about .67 and lots of upside potential it seems to be a valid time to purchase. Using the dividend discount model I was able to conclude that the cost of equity (COE) rounds out to be about 7.88% and a fair share cost price of $35.22 with an upside potential percentage of 88.12%. With only about 53% of the stock being held by large institutions and funds theres a lot of room for retail investors to purchase at&t at a hefty discount.