& cplSiteName &

AT&T Rebrands Cingular

Light Reading
LR Mobile News Feed
Light Reading
5/21/2007
50%
50%

SAN ANTONIO -- Beginning today, customers of the nation's largest wireless carrier will be seeing more of the new AT&T than ever before as the company prepares to launch the Apple iPhone, one of the most highly anticipated wireless products in recent history. And, according to recent surveys of customers, that's just fine with them.

AT&T Inc. (NYSE:T) today announced a new phase of the company's branding strategy. Overnight, AT&T kicked off this phase by replacing the Cingular brand with AT&T on all in-store signage, store kiosks, and point-of-sale materials in approximately 1,800 company-owned wireless retail stores. In addition, key stores in major markets also unveiled new exterior signage displaying the new brand.

The decision to move to this phase of the branding campaign is based on research that indicates that consumer awareness of AT&T -- one of the best-known, most durable and iconic brands in the world -- is high and ahead of expectations.

The store makeovers are also critical to prepare for the late-June launch of the Apple iPhone, for which AT&T will be the exclusive wireless provider in the United States. Many company-owned stores have also installed kiosks promoting the complete array of AT&T services -- wireless, high speed Internet, TV and home phone -- in the company's traditional service area, and several markets are also planning for a new AT&T Experience Store(SM), a high-energy format that encourages hands-on customer interaction.

These broader service offerings are part of the company's ongoing efforts to integrate its wireline and wireless businesses and further strengthen its position as a complete provider of communications and entertainment services. For example, today in major markets the company is launching new advertising that aggressively touts the value of AT&T services to consumers as compared to those offered by cable providers.

Over the past several months, the new AT&T brand campaign has had a notable marketplace impact. Consumers and businesses worldwide consider AT&T as a leading communications brand and recognize it for meaningful innovation, a commitment to customer service, high quality and exceptional reliability.

Today, as a result of the branding campaign, awareness of AT&T as a wireless provider has increased more than 80 percent. In addition, AT&T's image for being a wireless provider that is "delivering technology that is relevant to you," and "offering innovative ways to meet your everyday needs" is now at a level equal to that of Cingular before the merger on Dec. 29.

"Consolidating BellSouth and Cingular under the AT&T brand was based on extensive market research and is proving to be the right decision," said Randall Stephenson, AT&T's chief operating officer. "Our branding campaign is performing at and above projected levels and customer response has been very positive. We are excited to move into the next phase of transforming AT&T into the only communications provider our customers will ever want."

AT&T Inc. (NYSE: T)

(0)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View        ADD A COMMENT
From The Founder
The independent evaluation of Nokia's key virtual network functions (VNFs) was a defining moment for the Finnish giant.
Flash Poll
Live Streaming Video
Charting the CSP’s Future
Six different communications service providers join to debate their visions of the future CSP, following a landmark presentation from AT&T on its massive virtualization efforts and a look back on where the telecom industry has been and where it’s going from two industry veterans.
LRTV Custom TV
Cable & the Move to IPTV

5|31|16   |   04:44   |   (0) comments


Cable operators are looking at transitioning operations to IPTV, and some have already started. What issues do operators face? What opportunities will this bring to customers? These are just a few of the questions Alticast considers in this interview between Alan Breznick and Susan Crouse at INTX 2016.
LRTV Custom TV
Ooredoo at UBBS 2016

5|31|16   |   06:04   |   (0) comments


At UBBS 2016 in Dubai, Light Reading is joined by Ooredoo Qatar's Yann Courqueux for an in-depth interview on their success.
LRTV Custom TV
du's Success Infrastructure

5|31|16   |   11:48   |   (0) comments


At UBBS 2016 in Dubai, Light Reading is joined by du's Jasim Alawadi for an in-depth interview on deploying all types of technology.
LRTV Custom TV
What Is Customer Experience Management?

5|31|16   |   05:53   |   (0) comments


At UBBS 2016 in Dubai, Light Reading is joined by Huawei's Michael Spratt for an in-depth interview on customer experience management.
LRTV Custom TV
UBBS 2016 World Tour Highlight

5|31|16   |   02:43   |   (0) comments


At UBBS World Tour 2016 in Dubai, Light Reading takes an exclusive look at the latest Huawei technology and the future of broadband.
LRTV Interviews
Getting Somewhere With TV Everywhere

5|31|16   |   7:08   |   (0) comments


Comcast's Vito Forlenza describes the progress his company is making with TV Everywhere and the challenges that remain.
LRTV Custom TV
Cisco's Innovations in Cable

5|26|16   |   03:18   |   (0) comments


Marc Aldrich from Cisco discusses the latest in security, the evolution and momentum for CCAP and what the industry will be seeing next from Cisco.
LRTV Documentaries
Leading Lights 2016 Highlights

5|25|16   |   02:26   |   (1) comment


Some of the high points from this year's Leading Lights awards dinner at the Hotel Ella in Austin, Texas.
LRTV Documentaries
Light Reading Hall of Fame 2016

5|23|16   |   05:43   |   (0) comments


Find out who has been welcomed into Light Reading's Hall of Fame this year.
LRTV Custom TV
ZTE TM Forum Highlights

5|23|16   |     |   (0) comments


ZTE showcased its new ICT solutions at TM Forum in Nice.
LRTV Interviews
Gamma's MD on the Emergence of UC2

5|20|16   |     |   (0) comments


Gamma Communications Managing Director David Macfarlane believes the unified communications (UC) market has reached a tipping point.
LRTV Custom TV
The Ultimate 5-Minute Guide to Digital Customer Engagement

5|20|16   |     |   (0) comments


In this short video, you will hear all about how Digital Customer Engagement is the key to meeting customer expectations, keeping them happy, and maximizing revenue. VP Product & Marketing at Pontis, Ofer Razon, breaks down for ...
Upcoming Live Events
September 13-14, 2016, The Curtis Hotel, Denver, CO
December 6-8, 2016,
June 16-18, 2017, Austin Convention Center, Austin, TX
All Upcoming Live Events
Infographics
A new survey conducted by Heavy Reading and TM Forum shows that CSPs around the world see the move to digital operations as a necessary part of their overall virtualization strategies.
Hot Topics
Cisco's Patel Hails 'Microculture' Successes
Iain Morris, News Editor, 5/26/2016
Cable Is Eyeing Its Retail Options
Mari Silbey, Senior Editor, Cable/Video, 5/25/2016
AT&T's Margaret Chiosi Retires
Ray Le Maistre, Editor-in-chief, 5/25/2016
CenturyLink Targets 'Six Nines' Reliability
Iain Morris, News Editor, 5/31/2016
West Coast Gets Its First 10-Gig City
Mari Silbey, Senior Editor, Cable/Video, 5/26/2016
Like Us on Facebook
Twitter Feed
BETWEEN THE CEOs - Executive Interviews
In this latest installment of the CEO Chat series, Craig Labovitz, co-founder and CEO of Deepfield, sits down with Light Reading's Steve Saunders in Light Reading's New York City office to discuss how Deepfield fits in with the big data trend and more.
Grant van Rooyen, president and CEO of Cologix, sits down with Steve Saunders, founder and CEO of Light Reading, in the vendor's New Jersey facility to offer an inside look at the company's success story and discuss the importance of security in the telecom industry.
Animals with Phones
Please Pass the Waterproof Phone Click Here
Walruses: more tech-savvy than you might think.
Live Digital Audio

Our world has evolved through innovation from the Industrial Revolution of the 1740s to the information age, and it is now entering the Fourth Industrial Revolution, driven by technology. Technology is driving a paradigm shift in the way digital solutions deliver a connected world, changing the way we live, communicate and provide solutions. It can have a powerful impact on how we tackle some of the world’s most pressing problems. In this radio show, Caroline Dowling, President of Communications Infrastructure & Enterprise Computing at Flex, will join Women in Comms Director Sarah Thomas to discuss the impact technology has on society and how it can be a game-changer across the globe; improving lives and creating a smarter world. Dowling, a Cork, Ireland, native and graduate of Harvard Business School's Advanced Management Program, will also discuss her experience managing an international team focused on innovation in an age of high-speed change.