FOR IMMEDIATE RELEASE
NEW YORK, June 1, 1998 - The GSM Alliance today announced its increased brand awareness campaign including the broad-scale application of its distinct logo, designed to communicate the group's North American and international reach and unmatched technical capabilities.
GSM Alliance members have committed to integrating the logo with their branding activities, displaying it on such things as retail packaging, direct sales materials, in print ads, annual reports, Yellow Pages ads and on GSM handsets.
"People react strongly to brands when they connote superior quality and reliability, and that is our goal with the distinctive GSM Alliance logo," said Don Warkentin, chairman of the GSM Alliance and president and CEO of Chicago-based Aerial Communications. "Consumers will learn to look for the GSM logo for peace of mind when purchasing wireless products and services, much as they do with the Good Housekeeping Seal."
The logo - a stylized gold microprocessor and letters spelling "GSM Alliance" above the clearly defining words "World Smart" - has already started to appear on some advertising and promotional material by several Alliance members. The Alliance collectively has spent more than $25 million on advertising, packaging, and other materials that include the logo.
"Our goal is to make membership in the Alliance a positive market differentiator for companies using GSM technology," said Warkentin. "Just as the notation 'Intel Inside(r)' helps sell computer products produced by a variety of manufacturers, we think marrying the GSM Alliance logo with our members' primary brands will prove highly successful."
Along with the widespread use of the logo, the Alliance plans to increase communications efforts, heralding the advantages of GSM over competing wireless technologies. With industry analyst predictions of more than 200 million GSM phone users by 2001, the Alliance plans to drive home its message as the worldwide standard for mobile communications.
Also helping reinforce the coverage advantages of GSM will be the emergence of a global phone service providing travelers with seamless access to GSM networks around the world using one phone. Such universal communications tools will truly allow customers to conveniently keep in touch anytime and anywhere.
In addition to superior coverage, the Alliance public awareness campaign will emphasize GSM's data and fax services as well as its encryption technology, which provides maximum security when placing and receiving calls.
"The endorsement of the GSM Alliance and its preeminent ability to serve as a data network by Intel and the Mobile Data Initiative is a powerful sales tool that needs to be thoroughly communicated," explained Warkentin. "The availability of state-of-the-art products, such as the Nokia 9000 Communicator, from Alliance members clearly demonstrates to consumers that GSM is far ahead of competing technologies in data/fax capabilities."
The GSM Alliance was formed in August 1997, consisting of telecommunications providers offering new-generation wireless service known as Personal Communications Service (PCS) under the banner of GSM, the most widespread digital standard in the wireless industry. Its goal is to provide members the benefits of a national network.
GSM Alliance members include: Aerial Communications, Inc., Airadigm Communications, Inc.; BellSouth Mobility DCS; Conestoga Wireless Company; Cook Inlet PCS; DIGIPH PCS; Microcell Telecommunications Inc.; NPI Wireless; Omnipoint Communications LLC; Pacific Bell Mobile Services; Powertel, Inc.; Western Wireless Corp.; and Wireless 2000 PCS. The GSM Alliance works in cooperation with North American GSM equipment manufacturers: Ericsson, Motorola, Nokia, Nortel and Siemens.
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