AT&T U-verse subscribersAT&T is phasing out the U-verse brand in favor of a simpler approach to its products. AT&T Internet and AT&T Phone will replace U-verse Internet and phone.

AT&T has already implemented a shift away from U-verse TV to its Directv brand for video, and there are rumors that Directv won’t survive over the long term either.

First reported by, AT&T confirmed to Telecompetitor in an emailed statement that the U-verse brand is being retired. The move is one of “simplicity” says AT&T.


It is a departure of sorts from a common industry approach to branding for ‘premium’ broadband and video products. AT&T competitors have moved to the ‘premium’ branding approach including Comcast with Xfinity and Charter with Spectrum. Verizon has Fios and Cablevision started the trend with Optimum.

AT&T got into a little bit of a branding bind with the acquisition of Directv, which arguably is a much stronger brand for video than U-verse TV. U-verse lost not only the brand battle for video, but also the technology platform for video delivery.

The AT&T statement to Telecompetitor says the Directv brand is unaffected by this change. But it makes you wonder how long before Directv is replaced by AT&T TV?

Join the Conversation

2 thoughts on “AT&T Says Goodbye to U-verse

  1. What product can I replace the NVG510 modem router with. If u verse is no more. This product is not working and I am about to go with another company for my internet.

Leave a Reply

Your email address will not be published.

Don’t Miss Any of Our Content

What’s happening with broadband and why is it important? Find out by subscribing to Telecompetitor’s newsletter today.

You have Successfully Subscribed!