US operator AT&T has given more responsibility to Ralph de la Vega, head of its wireless operation, by making him chief of the consumer fixed line unit.

The new appointment is part of a wider shake up within AT&T that will see the carrier restructured into three divisions – consumer, business and diversified business and global operations.

The move would allow AT&T to compete better against its cable-based rivals, by offering more bundled and converged services. Then again, Virgin Media on Wednesday showed how it should be done in the cable space.