Thinktrain has moved! Redirecting…

You should be automatically redirected. If not, visit and update your bookmarks.

Friday, January 12, 2007

Cingular is dead

AT&T will axe the Cingular brand name now that it has acquired BellSouth. I think this is a big mistake. I am a Verizon customer, but I didn't choose Verizon because of its name. I chose it because it offered me a better deal through my office than I could get as a consumer.

Cingular has invested billions of dollars creating and promoting this unique moniker. BellSouth abandoned the name BellSouth Mobility in order to do that. AT&T is claiming dollar savings and increased opportunity for bundling services by making the change, but I tend to agree with this take:

But with its long and complicated history, AT&T may face customer confusion over its name, marketing experts said. Also, Cingular built up a reputation among younger customers who may not easily associate with the AT&T brand.
Furthermore, if customers do associate AT&T with wireless phones, here's what they think:
The new AT&T was formed in the merger of SBC Communications and AT&T Corp. in late 2005. Adding to the mix, in late 2004 Cingular bought AT&T Wireless, eradicating that brand because of its poor reputation among customers.
In a somewhat related note, someone please acquire Vonage and get rid of that excruciating theme song. I mute the TV every time it comes on. Aargh.

No comments: