AT&T is the latest cellco to ramp up its NCAA March Madness mobile offerings goodies. Its customers will have access to video highlights from all tournament games and the chance to vote for who they think should win the Naismith Trophy, presented by AT&T, which goes to the men's and women's college basketball players of the year.

This year, for the first time, AT&T is allowing other cellular carriers to opt-in to the text message voting so their subscribers can participate as well. Fan voting will account for 25% of the selection process.

The AT&T MEdia Net NCAA March Madness portal will also be home to news, score updates, polls, trivia and interviews with coaches of some of the top teams.