New year, new looks

As the wireless industry rings in 2007 at this year’s Consumer Electronics Show in Las Vegas, we’ll likely see some hot new looks from the nation’s top wireless players.
You might also notice RCR Wireless News got a new look for the new year. We’re shaking things up a bit with a little more color and a little more glitz, but still maintaining the same great news and analysis you’ve come to expect from us for the last 26 years. The new look of the newspaper got me thinking about what new looks we should expect from nation’s top carriers this year:

• Cingular’s biggest new look will be transforming itself into AT&T. The company shouldn’t have any trouble making the Cingular brand disappear with a little slight of hand and a lot of marketing dollars. Its real challenges will be 1.) selling bundled services to customers in a convincing manner that actually makes sense to both the user and the carrier and 2.) keeping the assets that made Cingular the No. 1 carrier through the integration process. Corporate AT&T would be wise not to tinker too much with its dynamic wireless unit.
• Verizon Wireless’ new look will be its mobile TV service. Network provider MediaFLO was pretty aggressive in the trade press in December, so CES may be the coming-out party for the offering. Its first challenge: How do you get consumers to buy new handsets after you’ve just spent the entire fourth quarter talking them into buying the Chocolate, so much so that the Cherry Chocolate sold out?
• Sprint Nextel’s likely going to have a few new looks up its sleeve in 2007-each with their own challenges. The carrier wants to roll out its WiMAX technology in a few spots by the end of the year. Meantime, the No. 3 carrier has got to move forward with its cable TV partners or risk losing momentum to AT&T’s impending bundle.
• T-Mobile USA’s new look will be to begin the transition from an inexpensive wireless operator to a carrier that can offer high-speed data services. The operator will have to balance its best-value image as it introduces more expensive content.
• Finally, the best part of 2007 will be the makeovers we didn’t see coming. What will Alltel do? Leap, which isn’t known for its reliable coverage, has been steadfastly improving its network. MetroPCS is trying to go public again. Clearwire likely wants more 2.5 GHz spectrum. These players have the chance to spice things up-and force other new looks.