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The Other AT&T Wireless

Posted: May 19th, 2004 | Author: | Filed under: Web Services | Comments Off

The Baltimore Sun:

After Cingular Wireless completes its purchase of AT&T Wireless this year, AT&T Corp. will begin a new wireless phone service using the network operated by rival Sprint Corp.

If that sounds confusing, it’s part of the plan.

AT&T Corp. has a “window of opportunity to take advantage of the confusion to win as many customers as they can,” said Michael Grossi, a consultant with Boston-based Adventis. “Confusion is absolutely the cornerstone of AT&T’s strategy.”

Wow.  This is going to be painful.  AT&T Wireless will cease to exist as a brand, folding in to the Cingular brand.  Almost immediately, AT&T the parent company that spun off the AT&T the wireless company a few years ago will start offering service on Sprint’s network.

That’s so wrong.

It’s going to confuse the crap out of consumers, and they’re banking on it.  It’s a shame that the current AT&T Wireless (soon to be just another part of Cingular Wireless) is spending a chunk of change on its GSM America ad campaign.  They’re pretty much campaigning for the other guy at this point.  It’s a shame too, because the ad campaign (at least the ad I’ve seen on TV) looks pretty good, the plans and coverage sound good, everything is solid.  I just don’t see the merit in prolonging and strengthening the AT&T Wireless brand any more at this point.  Wouldn’t those ad dollars be better spent strengthening the Cingular brand that they will so soon be a part of?

Neither AT&T makes any sense to me.


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