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FIVE MOBILE COMMUNICATIONS CARRIERS ANNOUNCE PLANS FOR NATIONAL BRANDING STRATEGY

 FIVE MOBILE COMMUNICATIONS CARRIERS ANNOUNCE PLANS FOR
 NATIONAL BRANDING STRATEGY
 BEDMINSTER, N.J., Feb. 10 /PRNewswire/ -- Five of the country's leading mobile telecommunications carriers today announced they have signed a letter of intent to develop and implement jointly a strategy that could form the basis for a nationwide brand identity for wireless communications services.
 The announcement was made by Ameritech Mobile Communications, Bell Atlantic Mobile Systems, Contel Cellular Inc., GTE Mobilnet and NYNEX Mobile Communications.
 Under the terms of the letter of intent, the five carriers have agreed to explore a strategy for national cellular brand management -- and associated with that strategy -- advertising and promotion, billing and administrative services, and inter-carrier technical compatibility. The participating carriers expect to establish appropriate performance standards for the brand.
 Because the participants cover over 120 million in population (POPS), this effort promises to be of benefit to more customers than any other offering of its kind in the mobile communications industry.
 By working together, the companies said that they will seek to enhance their customers' ability to travel and retain the same easy access to certain wireless services that they are able to access in their home territory. Eventually, for example, customers could choose to have particular functions and features "travel" with them to other markets in the United States.
 The four carriers will also explore additional ways the national brand will meet customers' current and future wireless communications needs on a national basis.
 The new brand is expected to be managed independently of the carriers, perhaps by a new national organization. It is anticipated that the brand may include other carriers to increase the scope of coverage. All four carriers will provide financial resources to support the new effort.
 "By definition, today's cellular customers are people who are on the move," the companies stated. "Therefore, we must meet the needs of our wireless customers who want to be able to travel anywhere in the country and conveniently use their mobile phone without interruption or inconvenience. We are very excited about the benefits that our customers should see from this national brand."
 Ameritech Mobile Communications, Inc., headquartered in Hoffman Estates, Ill., serves large metropolitan areas in Wisconsin, Illinois, Indiana, Mich., Ohio, Missouri. and parts of Kentucky.
 Bell Atlantic Mobile Systems markets cellular service and equipment in the mid-Atlantic region, including New Jersey, Pennsylvania, Virginia, Delaware, Maryland, and Washington, D.C. It is a subsidiary of Philadelphia-based Bell Atlantic Corporation (NYSE: BEL).
 NYNEX Mobile Communications Company, based in Orangeburg, N.Y. serves more than 305,000 customers throughout New England, New York and New Jersey.
 GTE Mobilnet, a wholly owned GTE company, provides cellular telecommunications products and services in 45 MSAs and is licensed to serve an additional 29 rural areas as the general and/or limited partner.
 Contel Cellular Inc., a 90 percent-owned GTE company, provides cellular products and services in 36 MSAs and is licensed to serve an additional 83 rural service areas as the general and/or limited partner.
 GTE's combined cellular interests make it the second-largest cellular-service provider in the U.S.
 -0- 2/10/92
 /NOTE TO EDITORS: A map is available, outlining US cellular coverage of the five carriers./
 /CONTACT: Jim Gerace of NYNEX Mobile Communications, 914-365-7712; Brian Wood of Bell Atlantic Mobile Systems, 908-306-7508; Janet Henderson of GTE Mobilnet/Contel Cellular, 404-391-8357; or Nancy Eichler of Ameritech, 708-765-3614/
 (BEL) CO: Bell Atlantic Mobile Systems; Ameritech Mobile Communications;
 GTE Mobile Communications; NYNEX Mobile Communications ST: New Jersey IN: TLS SU:


SH-OS -- NY023 -- 8215 02/10/92 10:51 EST
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Feb 10, 1992
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