Several years ago, there was AT&T. The mobile phone service provider competition was just kicking off, so AT&T created a sub-company: AT&T Wireless. Just around the corner was Cingular Wireless, a small cell phone provider that was seeing massive growth…

At the peak of Cingular Wireless‘ success, they merged with the leading wireless provider of the day, AT&T Wireless, to form the cell phone ring master: Cingular. Rumors have it that AT&T was originally considering purchasing Cingular Wireless, but due to industry restrictions they agreed upon a merger instead.

Today, the new at&t owns the entire company of Cingular. Recently they announced plans to rebrand it with their own name. Over the next few months, at&t will be processing a worldwide advertising campaign to “inform” customers of the change.

Starting sometime this summer, Cingular customers will have to pray to their new overlord, at&t wireless. This means a second transition for many users. I’ve used AT&T for years now. I survived the transition to Cingular, and now I guess we’re on the down swing back to at&t?

Ahh, the complications.

The problem is, despite all of their hard-pushed efforts, “the new at&t” still feels like my grandpa’s AT&T. The cell phone market audience is teens and young adults. However, it probably wont matter, since daddy is the one paying their bill.