Cingular Replaced By AT&T Brand At Company Stores


San Antonio, Texas — AT&T has replaced the Cingular brand with AT&T nomenclature on all in-store signage, store kiosks and point-of-sale materials (POS) in about 1,800 company-owned wireless stores, effective this week.

The carrier has also installed new exterior signage displaying the AT&T brand on “key stores” in major markets, the company said, with the balance of locations to be updated by September.

Re-branding of agent-owned retail stores is expected to be completed by January 2008.

The carrier said the store makeovers are part of an accelerated re-branding campaign, whose new timetable was prompted by higher-than-expected consumer awareness of the AT&T name, and by next month’s launch of Apple’s iPhone. AT&T will be the exclusive U.S. wireless provider of the new Apple device.

Many company-owned stores have also installed kiosks within the service area promoting AT&T’s full fleet of services, including wireless and landline phone service, broadband Internet access and TV. Several markets are also planning to open AT&T Experience Stores, a recent format that encourages hands-on customer interaction.

In addition, AT&T is beginning to replace Cingular in voice greetings, on new handsets and screen displays, and on envelopes and billing statements. In advertising, the phrase “Cingular is now the new AT&T” is being replaced by the transitional phrase “Wireless from AT&T, formerly Cingular.”

The re-branding campaign and broader service offerings are part of AT&T’s ongoing efforts to integrate its wireless and wire line businesses and to strengthen it position as a complete provider of communications and entertainment services, the company said.

Separately, AT&T plans to announce this month that it is offering AT&T Yahoo! High Speed Internet – Business Edition at more than 740 wireless retail stores within its 13-state pre-merger local service region.


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