Phone giant plans to eliminate brand name and logo in 2007, renaming its mobile unit 'AT&T Wireless,' magazine says.
May 2, 2006: 9:26 AM EDT
NEW YORK (CNNMoney.com) - AT&T plans to abandon the Cingular brand name for its cell phone service as early as 2007, according to a magazine report.
The company says it is making the change to reduce customer confusion about its brands, and will rename the division "AT&T Wireless," according to Advertising Age.
AT&T (Research) wants to sell customers bundled landline, Internet and wireless services under the same brand.
Advertising experts say the move could bring heavy marketing costs, as much as $500 million each year for several years, the report said.
AT&T first announced plans to shed the Cingular name after its merger with SBC closed in November 2005.
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I signed up for AT&T Worldnet in the early 1990's and had AT&T local service a long time ago. As of a few months ago, I had SBC DSL and Cingular cell service. By early 2007, I'll be back where I started!
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I signed up for AT&T Worldnet in the early 1990's and had AT&T local service a long time ago. As of a few months ago, I had SBC DSL and Cingular cell service. By early 2007, I'll be back where I started!
"The circle of business."
No, its the stupidity of our government. They wanted to break up AT&T. Which they did (to allow competition - but we know what happened to MCI/Worldcom). Now they are allowing them to get back together again. It's funny but AT&T wireless was under the original AT&T. It then got bought out by Cingular.
It's funny but our gov't also wanted to break up Microsoft too. Bunch of morons.
Actually, ATT Wireless was created via a buyout of an existing cell company
That is true, but it was under ATT then they spun it off to be first a tracking stock then its own company. I know this because I use to own ATT stock before the spin off of the wireless unit and comcast cable.
I know, I think Cingular has come a long way and should keep it's brand name.
Well, some of the other obsolete brand names are always available. Rambler, Studebaker, Philco, Packard-Bell, and more come to mind. I would prefer a return to AT&T and relegate Cingular to the history bin.
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Well, some of the other obsolete brand names are always available. Rambler, Studebaker, Philco, Packard-Bell, and more come to mind. I would prefer a return to AT&T and relegate Cingular to the history bin.
I'll give it 2 years before they "spin it off" to create SHARE HOLDER VALUE!!!
You know what, if a CEO can't create value through synergy, then they should be the ones to be "spin off".
Well, my plan is up in Feburary, and it will be back to the cell plan hunting routine.
I might get a converged device then... Hopefully there will be a good VGA one
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By Nino Marchetti
Staff Writer, Digital Trends News
The newly reborn AT&T, fresh off of digesting BellSouth, plans to turn off the lights on their Cingular Wireless brand by next year and name it AT&T Wireless.
In the never ending saga of the comings and goings of the AT&T brand name and other brands it has either assumed or been absorbed by, Advertising Age reported yesterday that the “new” AT&T is now planning to kill off the Cingular Wireless name by 2007 in favor of…you guessed it, AT&T Wireless.
The move, according to the Advertising Age article, could cost AT&T hundreds of millions over the coming years as the slowing reforming corporate giant changes what once was AT&T and then became Cingular back now to AT&T yet again. The previous Cingular parents – SBC and BellSouth – spent reportedly $4 billion to turn the wireless brand, with its well known orange logo, into something of a household name.
AT&T, in their defense, seems to feel the strength of their venerable name will carry them through the transition and that, in the end, it will “eliminate customer confusion and make a much more elegant solution”, especially in regards to bundled services.
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AT&T is strong enough as a brand. Convergence is not about one option to promote one choice vs. customer service is confusing people. To offer many choices is good this way the customer can choose to bundle or not. Why push one choice or a single-minded approach when customers can afford many choices, when the market is allowed to grow peacefully as agreed.
Focus on data/voip is a good way to spend time, while still offering the customer many choices based on where they think the market is going.
I had an AT&T phone, but the coverage wasn't good. I switched to Cingular and got much better coverage. Even though they say "same network", etc., there was still a big difference.
If our coverage reduces now as a result of this change we may be forced to change again.
the towers are the same, they are just changing the name
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