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BELLSOUTH ENTERPRISES DISCLOSES KEY RESULTS OF PCS MARKET TRIAL

 BELLSOUTH ENTERPRISES DISCLOSES KEY RESULTS OF PCS MARKET TRIAL
 ATLANTA, July 15 /PRNewswire/ -- Many personal communications services (PCS) customers are willing to pay more to have the added conveniences of a fully featured wireless service, according to results from BellSouth Enterprises (BSE) wireless marketing trial currently being conducted in Orlando, Fla.
 That's just one of the preliminary findings emerging from BSE's simulated PCS trial which began last November and will continue through September 1992. The trial, the most comprehensive test of wireless personal communications-type services undertaken in this country, involves 750 customers who are paying for one of three levels of wireless service that cost less than cellular, but also offer less coverage or fewer capabilities.
 "We've reached the half-way point in our market trial and we're gaining some interesting insights about the various services," said Eric Ensor, assistant vice president of BSE's Worldwide Wireless Strategy Group. "For instance, we're finding that customers prefer services with comprehensive coverage and are willing to pay for additional functionality.
 "The information from this trial, combined with our previous research and experience, will allow us to develop the most sophisticated portrait of the PCS user available, and will be of invaluable help in determining the type of wireless services to offer."
 BSE has completed two surveys of trial customers and will conduct two more before the trial is completed. Other key survey findings suggest that the majority of the participants are satisfied with the personal communications service they selected and would choose it again. The convenience of PCS is cited as a major attribute by a majority of those surveyed. And the customers are most concerned about three critical areas of service -- transmission quality, coverage and equipment battery life.
 A special sales force began marketing three types of wireless services to a broad cross-section of Orlando businesses and residents last year. Of the participants, nearly one-third are cellular customers and most of them selected the offering that most closely resembles cellular service. The typical person in the trial, however, is younger and less affluent that the traditional cellular customer.
 There are about 250 customers for each of the three PCS-type services. "DriveAround(SM)" PCS provides users with comprehensive two- way communications in metropolitan Orlando, and neighboring Melbourne and Daytona. It is priced at about 15 percent less than local cellular service. "WalkAround(SM)" PCS also provides two-way communication, but within a less mobile environment. For instance, it is not designed to operate in a moving vehicle. It is priced at about 30 percent less than cellular. The most basic and economical service is "OutBound" PCS, which allows users to make calls within the Orlando area but not receive them. Subscribers were given a pager to use in conjunction with the service. Outbound service is priced at 50 percent of cellular.
 The market trial in Orlando is the fourth PCS-type trial conducted by BSE's Worldwide Wireless Strategy Group. The other trials include a CT2-type test conducted in Athens, Ga., that was completed about a year ago, a trial of microcells being conducted in Miami, and a technical trial of PCS equipment and capabilities that is currently underway in Atlanta.
 The Worldwide Wireless Strategy Group studies the market and technical viability of wireless communications systems. It is part of BellSouth Enterprises, a holding company which manages a group of companies within BellSouth Corporation (NYSE: BLS) that provide wireless telecommunications, directory/publishing and information-based services throughout the world.
 -0- 7/15/92
 /CONTACT: Tim Klein of BellSouth Enterprises, 404-249-4135/
 (BLS) CO: BellSouth Enterprises ST: Georgia, Florida IN: TLS SU:


EA-BN -- AT009 -- 9674 07/15/92 15:40 EDT
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Date:Jul 15, 1992
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