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AT&T Rebranding GoPhone as AT&T Prepaid?

It looks like AT&T is about to rebrand GoPhone as AT&T Prepaid. A Prepaid Phone News reader discovered that the Target website has replaced the pictures of all the GoPhone airtime refills it sells with an image of a new "AT&T Prepaid, formerly GoPhone" card. AT&T hasn't announced the change so Target apparently jumped the gun in updating its website. Curiously Target has labeled the landing pages for the individual cards as "AT&T Mobility Web Prepaid Card". What the heck is AT&T Mobility Web?

I always scratch my head in wonder when a giant corporation rebrands a well know product. AT&T is throwing away a famous 30 year old brand with considerable brand recognition for something very generic. What's the point? Does AT&T think that customers don't know by now that GoPhone is prepaid?  I guess the name change brings AT&T into line with Verizon and T-Mobile which have Verizon Prepaid and T-Mobile Prepaid respectively.  That makes Sprint, which recently rebranded Sprint Prepaid as Sprint Forward, the odd man out.

I don't know if anything else is changing at GoPhone besides the name but I doubt there will be any significant plan changes. Corporate rebrandings don't come cheap. New brochures, support training materials, web ad banners and signage have to be designed and produced and customers facing employees have to be trained to use the new corporate speak.  Frankly I wish AT&T had used the money it's spending on this name change to add more value to its plans and services.

Source Target via reader tip

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49 comments:

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  1. But prepaid with AT&T is now More Than (Go)phones' it is now iPad,tablets,cameras,gaming devices,phone cards(domestic & international),mobile hotspots,wireless home services, and even computers.

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    1. Go phone always had those features ,

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  2. @ Dennis, agreed.

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  3. Get ready for 8 Mbps throttling!! Lol.

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    1. YEP JUST LIKE CRICKET WIRELESS AND RECENTLY h2O WIRELESS. 8 Mbps will follow

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    2. If they throttle why bother with GoPhone? Get Cricket, especially since Cricket, unlike GoPhone, has HD voice, and Cricket's network latency is much improved.

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    3. I'm with Bob on this one, so I don't think they'll throttle. Otherwise AT&T Prepaid would probably be offering less data at same/higher price points.

      Also, Dennis thinks H2O's decision to throttle was theirs, and not AT&T's.

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  4. Would have been nice to see the reader at HowardForums get credit and link for this.

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    1. I first learned of the apparent name change from a Phone News reader who emailed me a link to Target yesterday. If I had seen it first on HoFo I would have linked to Hofo.

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    2. I agree with the "June 28, 2017 at 10:45 AM" comment above. Howard Forums user "randian" deserves credit for originally breaking this news in post #1 of this Howard Forums thread:

      http://www.howardforums.com/showthread.php/1898188-GoPhone-name-change

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    3. Hold on there....check the time stamps. Dennis was alerted about this in a similar thread about gophone on his own website that morning .

      http://www.prepaidphonenews.com/2017/06/at-adds-new-35-1-gb-gophone-plan.html?m=1

      Scroll to the bottom of that post.

      Now check and see what time the news broke on Howard forum. Dennis deserves the credit, not Howard forum.

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    4. Who cares who gets the credit? Internet recognition is the equivalent of a pat on the back. Internet communities help each other by sharing information. Whoever first found this information helped the community. Whoever brought it to Dennis's attention helped the community. Dennis helped the community by posting it.

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    5. Al Gore did not say that he invented the Internet.

      http://www.snopes.com/quotes/internet.asp

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    6. It is correct to say that "Al Gore said he invented the Internet" when paraphrasing his statement in which he took credit for creating it. Which he didn't by the way (he lied).

      The meaning of "create" and "invent" is close enough that they are connected in a thesaurus. Snopes sometimes gets things wrong, and in this case they did... and they are easily proven wrong by looking at the CNN clip of Gore's boast, and any thesaurus.

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  5. I think you're overestimating the value of the "Go Phone" name ... my Millennial daughter uses it and has always called it AT&T prepaid. The AT&T brand is probably one of the most recognized in the USA.

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  6. What's next, Cricket changing to Arthropod Prepaid ?

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    1. I hope with this rebranding that there are some plan changes coming to make it all more competitive.

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    2. Cricket will change to "Goofy British Game a Little Like Baseball", and shave all of its fuzzy advertising minions.

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  7. It's probably due to the perception of gophone being the "cheap" option. From a marketing perspective, the gophone name is very effective reflecting high value customers and drive them back to the more ARPPU postpaid service - not the case any more.

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  8. @Dennis Bournique:

    GoPhone is a 30 year old brand, not a 20 year old brand.

    https://en.wikipedia.org/wiki/AT%26T_GoPhone

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  9. GoPhone (to me) has always represented dumb phones. Also all their orange colored branding is very "Cingular Wireless". AT&T is simply unifying its marketing across all their brands.

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  10. Good move, sounds more grown up than gophone!!!

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  11. The name changeover expense might be tax deductible for them.

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  12. Well I think it is a good change. Gophone sounds cheap. This looks and sounds more mature and ready to compete. I do hope we get some price changes as well.

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  13. Agree that GoPhone is dated and inane. Changing to AT&T Prepaid leverages their brand recognition.

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  14. Would be nice if they had an app and wifi calling/ HD voice for prepaid. Only prepaid company that doesn't offer this. Even Metro pcs offers this.

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  15. I might have made more sense to just change it to "AT&T GoPhone" and change the color scheme from orange to blue so more people would recognize it as both AT&T and GoPhone. There wasn't really a need to replace one brand with the other.

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    1. Umm... It's already called At&t GoPhone and has been for a while now. If you go to their website (the source) https://www.att.com/gophone/ you'll see it's branded as AT&T GoPhone® all throughout the website they even ask you "Already an AT&T GoPhone customer?". Honestly people never really liked the GoPhone branding attached to At&t's prepaid service because of the stigma that was created around it when prepaid was literally the bottom of the barrel for customer service, devices, and limited plan options back then. Things have change and so should the branding.

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    2. But won't the "prepaid" in "AT&T prepaid" have the same stigma?

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    3. Why would the word "prepaid" have the same stigma? Verizon Prepaid, T-Mobile Prepaid, Sprint Forward formally (Sprint Prepaid) all have or had the word "prepaid" in the branding. Prepaid is prepaid and 2017's prepaid is way different than the prepaid era that GoPhone was created in. GoPhone back in that era (correct me if I am wrong) was pushed towards younger people, teens, and kids back then and every kid I knew in grade school had a GoPhone if their parents didn't add them to some kind of contractual family plan agreement.

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    4. Came back to read all the new comments and saw one of mines, oops I meant formerly* too bad you can't edit on here Anonymously.

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  16. If my $45 plan goes higher on changing to Straight Talk...

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    1. ST service is the worst out there. You can go to your local ATT store and get help on ATT "GoPhone." Not so with ST - Walmart employees are your "go to" people.

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  17. I like it.

    GoPhone was always a silly brand name for the modern era.

    This rebranding makes it so that people can actually admit to using AT&T Prepaid without losing face.

    That leads to word of mouth advertising and (presumably) an increase in paying customers.

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    1. Who cares about "losing face" or what uppity people like you think! I have one and don't care who knows it!

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  18. Who cares about the name change just don't let the name change increase the monthly plans if anything decrease the monthly payments.

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  19. I always thought go phone was a dumb name. If you can remember back just a very few years go phone was just cheap phones, they wouldnt even let me activate my iphone on go phone.
    Good riddance go phone

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  20. I wish they would add another plan that includes 512 kbps throttled speed with tethering. It would be competitive with T mobile and be a game changer for AT&T.

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  21. Well, I guess it's now Gonephone!

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    1. -AT&T Prepaid Wireless- is the official name.

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  22. if at&t gophone gets a name change to at&t prepaid, then cricket needs a name change to something stupid like despicable minions, and tracfone should become even more stupid like trampled fones.

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    1. How is AT&T Prepaid anymore stupider than GoPhone? What the hell is a GoPhone, it was a stupid concept for branding from the jump maybe for kids it was a good idea but we're not kids and the majority of "GoPhone"<---LOL subscribers are not kids.

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  23. I'm OK with the name change, IMO it was overdue. 'GoPhone' just reeked of AT&T's nonchalance towards prepaid. Now that they're actually having to compete for all customers comes the branding refresh.

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  24. AT&t should remove hotspot restriction on their $65 monthly plan. Also needs to do a better job in training their store reps. Always provides incorrect info.

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    Replies
    1. The second request makes sense, but the first one falls into the "they should give me stuff for free" category.

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  25. Jason in PortlandJuly 12, 2017 at 5:34 AM

    Received an "alert" this morning of this name change, stating that GoPhone-branded refills are still valid. IMO no big deal.

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  26. also saw alert when checking my account:

    AT&T GoPhone is changing its name to AT&T PREPAID
    AT&T GoPhone is changing its name to AT&T PREPAID. New name - same great service, network and value. You'll see changes online and in-store. But don't worry; everything will still work, including GoPhone refill cards and phones.


    (good straight forward branding. and people won't get mixed up with the other "go" branded names.)

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