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