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mlife Turns Out to Be AT&T Wireless

Over the past couple of weeks, many people have commented on the mystery surrounding the What is mlife? advertising campaign. We suspected that the meaning of the campaign would be revealed during the SuperBowl, which came to pass. It turns out that mlife is a new branding effort for AT&T Wireless Services.

We had searched the web for mlife about a week ago, but very little information had been available at that time. It turns out that real information about the ad campaign started appearing on the web on Friday and Saturday. The first article we saw that explained the bulk of the campaign appeared on internetnews.com on Friday. An even more definitive story came from Bloomberg News on Saturday, which was published in the Seattle Post-Intelligencer.

We would have expected that mlife was the AT&T Wireless brand name for GSM wireless services, particularly given the mention of Short Message Services (SMS) in the ad that followed the revelation of the relationship between mlife and AT&T Wireless. But, this idea was debunked in a conference call on Friday by John Zeglis, AT&T Wireless chairman and chief executive officer. Zeglis said, "With this new brand campaign, we are making a bold break from our industry's obsession with plans, prices, promotions, and patter about esoteric technology issues."

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