14 DAY TRIAL // Just as announced before, after the series of mergers, the service portfolios of the companies, will be combined and the Cingular name will eventually be replaced by the AT&T brand. After AT&T gained full ownership of Cingular through its recent buyout of BellSouth, now the company will be able to gather up and promote all its various services including landlines, high-speed Internet or mobile phones.
Through an ad campaign that makes its debut on Monday, the transition from the Cingular brand to AT&T will begin. The ad campaign will be launched throughout web sites and national retail stores, as well as on company buildings or vehicles.
"Around the world, our customers recognize the AT&T brand for meaningful innovation, a commitment to customer service, high quality and exceptional reliability," said Edward E. Whitacre Jr., chairman and CEO of AT&T. "AT&T, BellSouth and Cingular are now one company, and going to market with our services under one brand is the right thing to do."
The company plans to use the co-branded graphic until customers become aware that Cingular has become AT&T. After a process that is expected to take several months, Cingular's name and logo will end up being completely replaced by AT&T's; well?almost, as the company has decided to use orange accent and background coloring for its cellular products and services. The BellSouth name will also be replaced.
AT&T estimates that through the consolidation of the three companies under one name, approximately 20% of the operating expenses will be saved. On the other hand, AT&T spent a billion dollars last year to change its name from SBC Communications, and the current campaign is expected to cost no less.
The awareness campaign will include inserts with monthly bills as well as promotional materials at Cingular stores informing customers on the upcoming change.