Several months after acquiring Mexican wireless duo Iusacell and Nextel Mexico for a combined fee of USD4.375 billion, US telecoms giant AT&T Inc has confirmed that it has initiated its rebranding exercise – a process that is expected to conclude at the end of 2016. According to the Wall Street Journal (WSJ) citing a press conference hosted by AT&T Mexico CEO Thaddeus Arroyo, AT&T will begin renaming all existing Iusacell and Nextel retail stores by the end of the year. Further, via the legacy Iusacell and Nextel websites, AT&T launched several new price plans from Monday 24 August, all of which bear the ‘AT&T Unidos’ branding.
According to the WSJ, the US company seeks to position AT&T as its premium brand, but will preserve Iusacell’s ‘Unefon’ sub-brand for low-end pre-paid users. TeleGeography notes that this tactic mirrors the use of the specialised pre-paid Cricket Wireless brand in AT&T’s home market. Iusacell and Unefon originally merged back in March 2007, but retained their distinct brand identities.