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NEW RATE PLAN PROMOTION MAKES CELLULAR TELEPHONE SERVICE MORE AFFORDABLE

 L.A. Cellular Offers Discounts of Up to 20 Percent
 CERRITOS, Calif., May 24 /PRNewswire/ -- Cellular service just


got more affordable for Southern Californians. Los Angeles Cellular Telephone Co. today introduced a "Value Plan" promotion that lowers the cost of cellular service by as much as 20 percent or more. In addition, L.A. Cellular is waiving the one-time service establishment fee of $50 on several of the new Value Plans for the next 30 days.
 L.A. Cellular's Value Plan promotion gives cellular subscribers a new, more economical way to purchase cellular service. Through the new promotion, subscribers purchase a set number of minutes every month for 12 months and realize a discount in exchange for committing to a one-year contract. Six different Value Plans offer consumers from 50 to 600 minutes of airtime per month and savings that can amount to more than 20 percent in combined service fees and airtime charges.
 "This is part of our continuing effort to provide valuable services and attractive rates for mobile phone users," says Michael Heil, president of L.A. Cellular. "These rate plan promotions are designed for consumers who regularly use a minimum amount of cellular service, even if they use as little as three minutes per day."
 L.A. Cellular's six new Value Plans are designed to offer a rate plan for every pocket book. The Convenience Value Plan, for example, offers low-volume users 80 minutes of airtime per month for $69.99. Compared to the traditional Standard Rate Plan, which costs $81 for 80 minutes based on peak-time usage, the new plan offers a savings of $11.01 per month, or approximately 13 percent. A Premium Value Plan offers high-volume users 600 minutes of monthly airtime at $239.99 and a discount of up to 21 percent. The Premium Value Plan includes the added value of the Productivity Package with free call forwarding, call waiting, three-way conference calling, personal information clips and MOBILE MEMO Voice Mail with Pager Alert.
 To make cellular telephone service even more affordable, L.A. Cellular is waiving the $50 service establishment fee during the next 30 days on four of the higher-use Value Plans. These are the Premium Value, High Value, Advantage Value and Standard Value Rate Plans. For companies, associations and government entities, L.A. Cellular is for the next 30 days offering reduced-rate, one-year service contracts, as well as service establishment fee waivers with selected multiple-line programs.
 Each of the new Value Plans includes the monthly access fee. Any airtime used beyond those in the bulk package is billed at reduced per-minute prices. The new Value Plans require a fee for early termination of the one-year service contract. Flexibility has been built into the program to accommodate subscribers who may want to shift to certain other Value Plans or temporarily suspend service.
 Since the beginning of the modern cellular era in the mid-1980s, service providers like L.A. Cellular have introduced a number of increasingly value-oriented rate plans. Today, approximately half of L.A. Cellular's subscribers take advantage of some type of discounted rate plan, including specially priced packages for those who use their cellular phones evenings and weekends, and discounted rates for companies with multiple phone lines. L.A. Cellular expects and hopes that a much larger percentage of its subscribers will take advantage of the new Value Plan discounts.
 L.A. Cellular has been an industry leader in working to increase cellular price competition in California. In February 1993, L.A. Cellular filed a Petition with the California Public Utilities Commission (PUC) to streamline and accelerate the process for reducing cellular prices. While the PUC has made some recent changes in its regulatory process, L.A. Cellular is working to obtain further modifications.
 "As the California Public Utilities Commission continues to provide cellular carriers with greater pricing flexibility," says Heil, "Consumers will see more of these types of attractive rate plans."
 L.A. Cellular is the premier provider of cellular service in Southern California, offering 24,000 square miles of calling area that stretches from Catalina Island to the Arizona and Nevada borders.
 -0- 5/24/93
 /CONTACT: Manuel Camargo or Gail Pomerantz of Rogers & Associates, 310-552-6922, for Los Angeles Cellular Telephone Co./


CO: Los Angeles Cellular Telephone Co. ST: California IN: TLS SU:

EH -- LA012 -- 1719 05/24/93 12:41 EDT
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Date:May 24, 1993
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