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Vincent Padois, head tutor at the Pierre and Marie Curie University who teaches robotics and is babysitting the Paris ICub, makes a demonstration with ICub robot, a ?hybrid embodied cognitive system for a humanoid robot" about 1 metre (3.2 feet) high, at the Pierre and Marie Curie University in Paris September 4, 2009. Six versions of ICub exist in laboratories across Europe, where scientists are painstakingly tweaking its electronic brain to make it capable of learning, just like a human child and hoping it will learn how to adapt its behaviour to changing circumstances, offering new insights into the development of human consciousness. REUTERS/Philippe Wojazer

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    AT&T steps up Cingular rebranding ahead of iPhone

    NEW YORK
    Mon May 21, 2007 11:40am EDT

    Stocks

       
    A Cingular wireless display in a file photo. AT&T said it will step up its rebranding campaign at Cingular stores, seeking to raise AT&T's profile ahead of the launch of Apple's iPhone. REUTERS/Tim Shaffer

    NEW YORK (Reuters) - AT&T Inc. (T.N) said it will step up its rebranding campaign at Cingular wireless stores, seeking to raise AT&T's profile ahead of the launch of Apple Inc.'s (AAPL.O) iPhone.

    Technology

    The company will replace the Cingular name with AT&T in the interiors of its 1,800 shops on Monday, ahead of the iPhone launch in late June.

    AT&T acquired BellSouth Corp. last year, a move that consolidated its ownership of the two companies' wireless joint venture, Cingular, which is being rebranded as AT&T.

    "The iPhone is one of the most anticipated handsets ever in the wireless industry, and we want to make sure that every drop of equity from the iPhone accrues to the AT&T brand," AT&T spokesman Michael Coe said.

    "We want to be as far along as possible with our rebranding in advance of the launch of the iPhone."

    AT&T, however, said it will keep the exterior signs of most of the stores unchanged for now, showing it would take time to dismantle the well-recognized wireless brand.

    The rebranding is expected to take a year or so, although AT&T has not set a deadline. The company has said it will keep an eye on consumer surveys to assess the public's recognition of AT&T as a wireless provider.

    "Our branding campaign is performing above projected levels, we are ahead of schedule, and customer response has been very positive," Chief Operating Officer Randall Stephenson said in a statement.

    AT&T said it was launching a new advertising campaign with the tagline: "Your world is wireless. AT&T is wireless."
    Technology


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