UPDATE 1-AT&T tweaks management for closer mobile-wired ties

(Updates with company announcement, details on changes)

NEW YORK, Sept 30 (Reuters) - AT&T Inc (T.N) is set to tweak its management structure, aiming for better coordination between its wireless and landline businesses amid increasing competition with cable service providers.

The top U.S. phone company said on Tuesday that it will divide itself into four divisions -- consumer, business, infrastructure and diversified businesses.

Ralph de la Vega, previously head of its mobile business, will be in charge of the consumer markets division, including both wireless and wireline services, effective Wednesday.

Previously, the wireless segment was separated from the rest of AT&T's consumer business, which includes traditional phone services as well as Internet and video.

The move comes as AT&T is trying to market its wireless phone service more closely with its home phone, Internet and video services, to better compete with cable providers.

De la Vega led the integration of Cingular into AT&T and planned for AT&T's exclusive iPhone deal with Apple. He has also been chief operating officer of Cingular Wireless and held key roles on the landline side.

"It's our view these organizational changes will make us more efficient and effective in our sales and operations," said AT&T spokesman Marc Bien. He added the reorganization did not include any plans for job cuts for now.

AT&T also named John Stankey, group president of AT&T's telecom operation and another of AT&T's rising stars, as the head of its infrastructure unit.

Stankey had led the company's transition to Internet protocol networks and the launch of its U-verse television service -- an advanced video service delivered over high-speed Internet.

The heads of all four business units will report to Chief Executive Randall Stephenson. Ronald Spears will oversee AT&T's business division, while Ray Wilkins will lead the diversified businesses unit including foreign investments and yellowpages.com, AT&T said. (Reporting by Ritsuko Ando and Sinead Carew; Editing by Gary Hill)