@Wireless Goes "Dot.com"; Company Builds on Traditional Wireless Communications Success.

Business Editors

ROCHESTER, N.Y.--(BUSINESS WIRE)--Feb. 23, 2000

Combining an established retail business and strong ties to telecommunications giants with an Internet strategy, @Wireless has launched itself into e-commerce. The Rochester-based wireless communications company has established shopatwireless.com, where consumers can research, order and purchase wireless products and services.

The company's site offers wireless phones and accessories alongside pagers, digital satellite television, Internet-based long distance and more. The on-line store is the next step in @Wireless' "click-and-mortar" strategy to establish a recognized national brand in wireless retailing. The strategy combines the benefits of a traditional retail presence without the overhead of company-owned stores.

The company's strategic vision is supported by its franchise structure of retail stores, consumers' acceptance of e-commerce, and an explosive wireless market.

"@Wireless provides consumers with the convenience of e-commerce alongside the comfort and support of local stores," says @Wireless President Craig Jerabeck. "By giving customers a choice between retail stores, our web site and toll-free customer support line, we're making @Wireless the best choice for wireless consumers."

@Wireless currently operates 23 retail outlets, previously under the name Cellular Unlimited USA, on the East Coast. With its recent franchise registration filing with the FTC, the company expects to begin converting these stores to franchises this year, and expects to have more than 250 franchise locations in operation nationwide by 2003.

Franchisees will be included in the company's e-commerce strategy. "Stores won't have to over-stock, carry expensive items that are infrequently purchased, or lose out on a sale when an item is out of stock," Jerabeck explains. "Instead, they'll be able to jump on-line when a customer requests an out-of-stock item and have it delivered directly to their customer's door."

The company will be retailing wireless services from numerous major providers including AT&T, Bell Atlantic Mobile, Alltel, MCI Worldcom and NEXTEL. In addition, the country's largest wholesale distributor of wireless products, Cellstar, has signed on to manage @Wireless on-line order fulfillment.

"Now that we've established such strong service and fulfillment support, @Wireless is in the perfect position to capitalize on the huge demand for wireless products and services via both our web site and franchise locations," says Jerabeck.

@Wireless, previously Cellular Unlimited, was established in September 1994 as a retailer of cellular and wireless products, services and accessories. The company operates 23 locations in the Northeast United States and Florida. Additional information is available at www.shopatwireless.com.