Sunday, May 20, 2007

AT&T Kicks Off Branding Campaign, Retiring Cingular

AT&T kicked off a new branding campaign, 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. AT&T is also now beginning to replace Cingular with the AT&T brand in voice greetings, on new customer handsets and handset screen displays and on envelopes and statements.

The campaign comes as the company prepares to launch the Apple iPhone next month, for which AT&T will be the exclusive wireless provider in the United States.

"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."

Later this month, AT&T plans to announce that it has extended its reach in its 13-state pre-merger local service region by offering AT&T Yahoo! High Speed Internet - Business Edition at more than 740 wireless retail stores.

The company also noted that as all operations are moved under a single brand, it expects to realize related synergies with an estimated net present value of approximately $2.8 billion.

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