AT&T (NYSE: T) is trying to claim a fresh stake in new wireless devices beyond cellphones. The company has appointed Glenn Lurie, the executive who led negotiations with Apple (NSDQ: AAPL) for the exclusive iPhone deal, to head up a new division to bring more wireless capabilities to consumer electronics. Digital cameras, computers, navigation devices and portable media players could all be greatly improved with an embedded wireless chip and direct link to a network. It’s a use case that’s been used to rev up interest in WiMAX for years now.

Now AT&T’s stepping further into the emerging space by promoting cellular links in more devices that fall outside its traditional business interests. Verizon Wireless (NYSE: VZ) made a similar move earlier this year when it announced plans to allow more third-party devices on its network. Amazon’s Kindle is an example where a cellular link is being used to enrich services on a non-communications device. And the opportunity seems to only be growing. AT&T said it also plans to make use of its company-owned retail stores and partnerships with big-box retailers to offer more distribution options to manufacturers. Release.