Cingular Wireless to be marketed under AT&T brand name

SBC has finally completed its merger with AT&T and the new entity has announced that they would be selling Cingular Wireless services under the brand name of AT&T. Cingular Wireless in its current form is owned in parts by both AT&T and SBC. AT&T controls 60% of the company while the rest is owned by SBC.

SBC has also clarified that they would themselves use AT&T brand name from now on. This latest news also settles the market rumors on what brand name would take over Cingular Wireless. Ed Whitacre, the chairman and CEO of the combined company was speaking to USA Today when he confirmed the plans to stop using the Cingular Wireless brand name.

Whitacre said AT&T might still use the Cingular name in some markets. However, in the larger scenario, AT&T would be the prime brand name that would be marketed in their consumer base. This decision might irk their partners BellSouth who have worked hard on promoting Cingular Wireless but they have yet not revealed any comments on this issue.