Rogers Dropping its AT&T Brandname

Canada's Rogers Wireless has reached an agreement with AT&T Corp. to drop the AT&T name from its brand. The company will change its corporate branding from Rogers AT&T Wireless to Rogers Wireless.

The brand transition to Rogers Wireless will begin in early 2004 and is planned to be completed by the end of the second quarter of 2004. AT&T Wireless Services continues to hold an approximate 34% equity ownership in Rogers Wireless Communications.

"We believe this transition brings greater clarity to our brand in Canada," said Nadir Mohamed, President and CEO of Rogers Wireless. "Our research shows that the Rogers brand stands solidly in Canada as a symbol of innovation, choice and value in communications, entertainment and information."

Rogers Wireless began co-branding its wireless services in Canada in 1996 after striking an agreement with the Canadian arm of AT&T Corp. Since that time, AT&T Canada, the wireline brand licensee in Canada, has rebranded as Allstream.

The Company expects to incur a one-time, non-cash charge during the fourth quarter of 2003 of approximately US$15.4 million to write off the current carrying value of the brand licence.

Rogers Wireless operates today under the co-brand Rogers AT&T Wireless and has offices in Canadian cities from coast to coast. Rogers Wireless Communications is 56% owned by Rogers Communications and 34% owned by AT&T Wireless Services."

Posted to the site on 3rd December 2003