ROGERS TO DROP AT&T FROM WIRELESS NAME
By Adnews Staff
Rogers Wireless Communications of Toronto will drop the initials "AT&T" from corporate brand name Rogers AT&T Wireless next year. The company's wireless services have been co-branded with AT&T Canada since 1996. AT&T Canada has since changed its name to Allstream. The brand transition is expected to be complete by the end of the second quarter of 2004. AT&T Wireless, which is independent of AT&T Corp. but holds a brand license from that firm, will continue to own 34% of Rogers Wireless. Nadir Mohamed, president and CEO of Rogers Wireless, said, "We believe this transition brings greater clarity to our brand in Canada."
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