Cingular launches first AT&T-branded phone

AT&T today unveiled its first wireless phones branded with “AT&T” rather than “Cingular,” a crucial step in its campaign to phase out the Cingular name and bring the AT&T brand to the forefront.

AT&T introduced a new version of Research in Motion’s BlackBerry Pearl, colored a deep red. The phone is fundamentally the same as the other Pearls it sells, but it is the first to come with the new AT&T packaging and splash screen.

AT&T is gradually transitioning away from the Cingular brand to create a unified AT&T umbrella for all of its networks and services--much the way it phased out the SBC name when SBC acquired AT&T. While Cingular is one of most recognized names in the country, AT&T is pushing the fixed/mobile convergence angle in its promotional advertising, symbolized by its “three screens” marketing. To fit wireless into that strategy, it is trying to closely tie to the wireless brand as well as the wireless network to its overall FMC efforts.

The entire initiative will take some time, though. While AT&T plans to phase out the Cingular name in all of its marketing and advertising very soon, the Cingular logo and splash screens will remain on the phones of its installed base for years to come, similar to the lag that occurred when Cingular bought AT&T Wireless. Unlike its acquisition of AT&T Wireless, though, there will be no integration of wireless networks or the need to phase out certain devices in its handset portfolio.