AT&T;, Formerly SBC, to Revive Wireless Brand

AT&T; Inc., the company created by SBC Communications Inc.’s just-completed purchase of its former corporate parent, plans to resurrect the AT&T; Wireless brand for cellphone service provided by its Cingular Wireless partnership with BellSouth Corp.

No time frame or details have been set for the plan, which is permitted under the joint venture agreement with BellSouth, but could generate friction between the partners when it comes to decisions such as allocating Cingular’s financial resources for marketing. AT&T; declined to say whether the AT&T; Wireless brand might be marketed broadly or to a specific customer segment.