AT&T will begin phasing out the Cingular Wireless brand on Monday, launching a new advertising campaign that replaces the Cingular name and logo with its own. The campaign will feature a transitional graphic that includes elements of both the AT&T and Cingular logos, with services now sold under the moniker "Wireless from AT&T." The rebranding follows just weeks after the completion of AT&T's $85.8 billion acquisition of BellSouth--the two telcos co-owned Cingular, which itself acquired the assets of the former AT&T Wireless in 2004.
While AT&T said it is consolidating its telecommunications brands as a cost-cutting measure, some analysts fear the name change may confuse some customers, especially those who were AT&T Wireless subscribers not that long ago. There is also concern the venerable AT&T brand will prove unpopular with the wireless youth market, especially in light of the favorable publicity afforded Cingular in recent days as the exclusive U.S. carrier partner for Apple's new iPhone.
For more on the AT&T/Cingular rebranding:
- read this Wall Street Journal article [1] (sub. req.)
Related article:
- AT&T plans mobile advertising push [2]
Links:
[1] http://online.wsj.com/article/SB116855760238674492.html?mod=technology_main_whats_news
[2] http://www.fiercemobilecontent.com/story/att-plans-mobile-advertising-push/2007-01-02