AT&T intends to compete with Neustar with their own version of a clearinghouse - which is why it sounds the same. There isn't much you can do with a PR on a clearinghouse to differentiate the service.
But, in the background, there is a new twist to the AT&T approach. AT&T is currently experimenting with a redirect program which is not patent protected by anyone. However, they are going to change the game a bit and add enhanced geodemographic profile of their AT&T customers combined with location-based services. So watch for some patents from AT&T.
They will also process indirect codes which will generate NeoMedia revenue through the Mobile Tag contract (whenever MT actually uses indirect).
This emphasizes the complexity of this space because this will leave Neustar competing with its largest client.