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LCI INTERNATIONAL TO LAUNCH SIMPLE, FAIR AND INEXPENSIVE LONG-DISTANCE RESIDENTIAL SERVICE IN COLUMBUS DUE TO THE SUCCESS OF CLEVELAND TEST

LCI INTERNATIONAL TO LAUNCH SIMPLE, FAIR AND INEXPENSIVE LONG-DISTANCE RESIDENTIAL SERVICE IN COLUMBUS DUE TO THE SUCCESS OF CLEVELAND TEST
 COLUMBUS, Ohio, Aug. 12 /PRNewswire/ -- LCI International will launch its new Simple, Fair and Inexpensive residential long distance service in Columbus earlier than anticipated due to the success of the program currently being tested in the greater Cleveland market.
 LCI International, after completing four weeks of a six-week test of its latest service -- Simple, Fair and Inexpensive -- has reached its anticipated sign-up goals. LCI had targeted Cleveland's 576,000 residential long distance users that spend $25 or more each month in long distance usage in their households. After just four weeks of newspaper, television and radio advertising in Cleveland plus event marketing the company has realized its expectations in terms of new customers.
 "The long distance market is a very competitive arena," said Thomas J. Wynne, LCI president. "We felt we had to provide the residential customer with a product that is truly unique. All of our competitors have a variety of plans which confuse the consumer. AT&T, MCI and Sprint collectively have more than 100 long-distance calling plans, all with fancy names and different rates. It is very confusing because the consumer doesn't know what a long distance call costs when they pick up the phone. Our Simple, Fair and Inexpensive Plan has eliminated all the confusion."
 Under LCI's Simple, Fair and Inexpensive plan residential customers pay only one of two domestic rates -- 12 cents per minute weekdays between 6 p.m. and 6 a.m. and all weekends, and 17 cents per minute any other time. Unlike most long distance plans, distance does not affect the price of the call -- meaning the cost is the same if the call is made from Columbus to Cleveland or from Columbus to Los Angeles.
 "Another attractive part of the Simple, Fair and Inexpensive service is that LCI bills its residential customers in six second increments and does not round up to the next full minute like our competitors," Wynne explained. "LCI is offering residential consumers what its competitors only offer to business customers."
 The Columbus advertising campaign will begin Aug. 16 with newspaper and television advertising, according to Joshua Funt, LCI's director of consumer services. Columbus demographics say that the central Ohio area has 167,000 residents who spend more than $25 a month on long distance usage.
 "We feel Columbus residents -- like those in Cleveland -- will see the benefits of our Simple, Fair and Inexpensive plan," Funt said.
 LCI International is a worldwide, facilities-based telecommunications company that provides a full line of voice, data and video transmission services to meet both business and residential customer's needs through its state-of-the-art fiber optic network. LCI International Worldwide Telecommunications, with headquarters in Columbus, Ohio, is a privately-held company whose majority shareholders include New York-based E.M. Warburg, Pincus & Co., Inc., the largest venture banking firm in the United States, and Primus Venture Partners, Cleveland, one of the largest venture capital firms in the Midwest.
 -0- 8/12/92
 /CONTACT: Jim Fette, 614-798-6272, or Jodi Rohler, 614-798-6369, both of LCI International/ CO: LCI International ST: Ohio IN: TLS SU: PDT


BM -- CL015 -- 6261 08/12/92 14:33 EDT
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Date:Aug 12, 1992
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