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CONSUMERS LIKELY TO UNDERSTAND, SAVE MONEY, WITH SIMPLER LONG DISTANCE PLANS, NATIONAL STUDY SHOWS

 COLUMBUS, Ohio, Aug. 3 /PRNewswire/ -- Simpler long distance plans based on flat rates and no other variables not only are easier to understand, but also are very likely to save consumers money, according to a nationwide study.
 The study showed that more than seven out of 10 survey respondents believed a simpler plan -- one in which per-minute charges are the same regardless of where you call -- is easier to understand than their current long-distance plan. The study included an analysis of actual telephone bills from survey respondents and showed three out of four (75.3 percent) customers of the major long distance carriers would save an average of 16 percent on their monthly long distance bills had they subscribed to a plan offered by LCI International, a worldwide long- distance service provider. The study was conducted for LCI by MATRIXX Marketing Inc. Research Division, an independently owned market research firm.
 The study also indicated that more than half of consumers -- 55 percent -- were unable to guess how much they paid per minute for their long-distance service. The study comprised a statistically derived sample of 356 monthly telephone bills representing consumers in 46 states. It is accurate to within five percentage points.
 "Unlike most industry studies that compare plans based on hypothetical formulas, this study involved the analysis of actual consumer bills from around the country," said Thomas J. Wynne, president of LCI. "Clearly, AT&T, MCI and Sprint customers are not sure how their bills are calculated, and many are not using their plans as efficiently as they could be."
 LCI offers a long distance plan that charges customers 12 cents per minute from 6 p.m. to 6 a.m. and all weekend and 17 cents per minute from 6 a.m. to 6 p.m., Monday through Friday. The 12 cent rate is in effect when the majority of residential customers make their long distance calls and applies regardless of the call's distance.
 "In addition to the results of this study, we've found that consumers save an additional four to eight percent under our plan because we are able to break down charges in fractions of a minute, while other major carriers such as AT&T, MCI and Sprint 'round up' their charges to the next full minute," said Wynne. "Most people simply don't realize that traditional carriers charge them for time long after they hang up their phones."
 LCI International, Inc. (NASDAQ-NMS: LCII) is a publicly held, worldwide, facilities-based telecommunications company that provides to its business and residential customers a full array of voice, data and video transmission services through its fiber-optic network. LCI, headquartered in McLean, Va., has its operational subsidiaries headquartered in Dublin, Ohio. The company's stock is traded over-the- counter on the NASDAQ National Market System under the LCII symbol.
 More information on LCI International can be obtained by calling the company's toll-free number, 800-860-1020.
 -0- 8/3/93
 /CONTACT: Janie Saunders of Paul Werth Associates, Inc., 614-224-8114, for LCI International/
 (LCII)


CO: LCI International, Inc. ST: Ohio IN: TLS SU:

KL -- CL007 -- 8663 08/03/93 07:31 EDT
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Publication:PR Newswire
Date:Aug 3, 1993
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