AT&T confirms iPhone key to new brand
updated 11:05 am EDT, Mon May 21, 2007
ATT Confirms iPhone Brand
The iPhone is instrumental to the change from Cingular branding to AT&T, according to the US cell provider. In announcing a switch on Monday to the new company name for the logos within all of its 1,800 stores, company spokesman Michael Coe was adamant that the Apple device be associated with AT&T and not Cingular, as the expected popularity would be essential to generating goodwill for the company's future rather than its past.
"We want to make sure that every drop of equity from the iPhone accrues to the AT&T brand," he said. "We want to be as far along as possible with our rebranding in advance of the launch of the iPhone."
While outside signage hadn't changed with the announcement and was only likely to see completion within a year's time along with other changes, AT&T said its existing updates were already "performing above projected levels," hinting that the iPhone's timing would primarily add momentum rather than mend any potential flaws with its strategy.
Apple for its part has already changed the iPhone's software, reveailing the AT&T logo at the top of the main user interface.









Good move
05/21, 12:42pm reply
While most iPhone enthusiasts (such as myself) don't really care WHAT network it's on, Cingular does seem to have its detractors in large areas of the country (and supporters in areas where their network works well).
If AT&T is really going to upgrade Cingular's network and completely take over "the iPhone experience," this will probably help take the wind out of those negative sails.
chas_m
Fresh-Faced Recruit
Joined: Aug 2001
agreed: cingular sucked
05/21, 12:50pm reply
I was one of Cingular's victims, er, former customers. I'm going to wait and see if AT+T does things differently or if it's just slapping a new name and logo on the same old s***.
By the way, does anyone under 40 remember the old AT+T? I have a hard time believing that name has any residual goodwill if you aren't old enough to remember the way things used to be pre-AT+T-monopoly-breakup.
climacs
Fresh-Faced Recruit
Joined: Sep 2001
Re: agreed
05/21, 01:07pm reply
I was one of Cingular's victims, er, former customers. I'm going to wait and see if AT+T does things differently or if it's just slapping a new name and logo on the same old s***.
Umm, all they did was change the name. The network is still the same quality network it always was. They're just saying they're going to label this AT&T to push their new branding name.
As for the old AT&T, I can't believe anyone had any goodwill feeling toward AT&T in the first place. Look at what telecommunications has become since the break-up (and how horrible its getting with the mergers), and everyone should be thinking AT&T was nothing more than a monopolist taking advantage of the American people. Not much goodwill in that statement.
testudo
Fresh-Faced Recruit
Joined: Aug 2001
complicated
05/21, 01:39pm reply
the acquisitions and name changes according to wikipedia:
"Formerly a joint venture between SBC Communications and BellSouth, Cingular Wireless soon acquired the old AT&T Wireless; SBC later acquired the original AT&T and rebranded as "the new AT&T". Cingular became wholly-owned by the new AT&T in December 2006 as a result of AT&T's acquisition of BellSouth."
http://en.wikipedia.org/wiki/Cingular
Hobeaux
Junior Member
Joined: Mar 2002
Re: complicated
05/21, 02:25pm reply
Which is why, if you're somehow expecting better service from 'the new AT&T' then the old Cingular, you're probably going to be waiting a while.
testudo
Fresh-Faced Recruit
Joined: Aug 2001
re; complicated
05/21, 03:37pm reply
and both SBC and BellSouth [and Verizon for that matter] were ALL ultimately sprung from the original "Ma Bell" aka AT&T_
So if you think about it - all that is happening is that ALL of the "Baby Bells" are re-consilidating themselves_
One problem with why it's taking so long for the name transition from Cingular to AT&T is that the term "Cingular" in the short 6 years it was around - has become one of the single most recognized brands_
Adobe isn't still marketing Dreamweaver as a Macromedia product_
One flaw with the above article [and it's not the writers fault] is that when Apple introduced us to the iPhone they brought up the CEO of Cingular and had said that Apple was partnering with Cingular to release the iPhone in the US_
UberFu
Fresh-Faced Recruit
Joined: Oct 2002
Cool!
05/21, 06:06pm reply
Wow, this would go great in my MBP, if only I could replace the HD without blasting the warranty. But, who needs disk space when it looks so nice....
testudo
Fresh-Faced Recruit
Joined: Aug 2001
re: climacs / old AT&T
05/22, 07:06am reply
Yeah I remember the old days before the breakup of the Bell System. I remember rock-solid telephone service. The only bad thing back then was long-distance calls werre very expensive.
msuper69
Mac Elite
Joined: Jan 2000