Friday, March 23, 2007

AT&T to Cingular and back again

When I first heard about it, it was really confusing case of branding. First of all, AT&T became Cingular. Now Cingular is becoming AT&T again. Unless you are someone from the industry, I guess you are scratching your head in utter confusion.

OK, let me start from the beginning. Cingular Wireless was founded in 2001 as a joint venture of SBC Communications (now AT&T) and BellSouth (which AT&T acquired in 2006). Cingular, later purchased AT&T Wireless Services on October 26, 2004, making Cingular the largest wireless provider in the United States.

Cutting short the story and back to the present - a few later after SBC and AT&T merged, plans to to market Cingular's service under the AT&T brand were released in 2005. Finally, as part of the transition from the Cingular brand to AT&T, a new multi-media campaign was launched early in January this year.

I guess the re-branding may be a smart move on the part of AT&T, as the Cingular name as suffered from some bad publicity in the press in recent years. It should be pointed out that AT&T is the top carrier in the United States, based on customer totals. However, it may take some time before consumers accept that Cingular is the new AT&T.

It is expected that the first cell phone under the new AT&T brand will probably by the Apple iPhone, which many consider as a Cingular exclusive model - "the AT&T iPhone".

Some feel that the company should have waited until they had launched the phone to go for the rebranding.

Take a look at this gadget and you will definitely agree when I say that it more than a gadget but is simply a work of art.

You can check out the other Cingular phones available on the Wirefly.com website. Wirefly.com is an authorized dealer of Cingular phones.

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