AT&T Inc. flipped a switch and turned on its 4G wireless network Wednesday. The switch, however, was in the company's marketing department.

As recently as September, AT&T executives had referred to the company's current network, which runs on a technology it calls HSPA-plus, as 3G. But AT&T has subtly shifted its marketing message since then, now proclaiming "the nation's fastest mobile broadband network" instead of the fastest 3G network.

The 4G network claim is already prominent on its consumer website and will be affixed to new phones being rolled out for its network this year.