TORONTO-Canadian operator Rogers Wireless Communications Inc., which operates under the co-brand Rogers AT&T Wireless, reported that its board of directors has authorized an agreement with AT&T Corp. to transition the company’s corporate branding to Rogers Wireless.
Rogers, which said the brand transition will begin early next year and is scheduled to be completed by the middle of the year, has used the co-branded name since 1996 after signing an agreement with the Canadian arm of AT&T Corp. that has since been re-branded as Allstream. AT&T Wireless Services Inc., which has been rumored to be looking for a new brand name after being spun off from AT&T Corp. in 2001, still holds approximately 34-percent ownership in Rogers Wireless.
“We believe this transition brings greater clarity to our brand in Canada,” said Nadir Mohamed, president and chief executive officer 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 said it expects to incur a one-time, non-cash charge of $20 million during the fourth quarter of this year to write off the current carrying value of the brand license.
Rogers Wireless also announced bundled service offerings with Rogers Cable allowing customers to integrate their wireless, cable and high-speed Internet services.
