THE CELLULAR PHONE PLAYING FIELD AT A GLANCE (CHART)

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TOTAL CELLULAR

SUPPLIER SUBSCRIBERS REACH BRANDS USED AGENCIES

AT&T, New York, and McCaw Cellular Communications, Kirkland, Wash. (merger expected to be completed in the third quarter) 3 million Nationwide Cellular One, MetroCell, Houston Cellular, L.A. Cellular Richards Group, Dallas; various in local markets

BellSouth Corp., Atlanta 2.3 million 15 states BellSouth Mobility (South east); Cellular One; Bell South Cellular; Los Angeles Cellular; Bakersfield Cellular; Honolulu Cellular; MCTA; Houston Cellular (partners and competitor of McCaw in varying markets) Varies by market. Tucker Wayne/Luckie & Co., At lanta, is main agency for image.

Southwestern Bell, San Antonio 2.2 million Southwest; Midwest; New England; mid-Atlantic Cellular One; Mobile Systems Various

GTE Personal Communications Services, Atlanta 1.9 million Nationwide GTE Mobilnet, Contel Cellular, Cellular One Focus GTE, Dallas, others on project basis

Bell Atlantic Corp., Philadelphia, and Nynex Corp., New York (merger of cellular operations expected to be finalized mid-1995) 1.8 million Nynex: New York and New England; Bell Atlantic: Southwest, New England, New Jersey, Philadelphia, Connecticut, Massachu setts, Carolinas, Texas Nynex Mobile Communications, Bell Atlantic Mobile Nynex: Kobs & Draft, New York; Bell Atlantic: W.B. Doner & Co., Baltimore, and local agencies

U S West, Denver, and AirTouch, San Fran cisco (merger to be fully completed in 1998; AirTouch was spun off from Pacific Telesis in March) 1.7 million U S West: 14 West and Midwest states; AirTouch: 9 states in West, Midwest and East U S West: U S West Cellular; AirTouch: AirTouch U S West: BBDO Worldwide, Minneapolis; AirTouch: Chiat/Day, Venice, þCalif.

Ameritech, Chicago Over 1 million Midwest, plus Kentucky and Kawai, Hawaii Ameritech DDB Needham Worldwide, Chicago, creative. Leo Burnett USA, Chicago, media buying.

Sprint Cellular, Chicago Over 1 million 14 states Sprint Cellular Varies by market. Keroff & Rosen berg, Chicago, creates image advertising.

MCI Communications Corp. (strategic alliance pending with Nextel Communications þand Comcast Corp. for nationwide digital þpersonal communications service) NA Potentially nationwide, þpending finalization of alliances including Nextel's pending merger with Den ver-based wireless communications provider One Comm. Nextel currently serves less than 100,000 subscribers in selected Calif. markets. Nextel, MCI None assigned to þwireless account. Messner Vetere Berger McNamee Schmetterer/Euro þRSCG, New York, is MCI's agency of record.

Pacific Telesis Group and Pacific Bell Mobile Services, San Francisco (new wire less division formed last month; Pacific Telesis spun off AirTouch cellular unit last March) None (services expected to be initiated before yearend) Proposed: California, neighboring states Pacific Bell Mobile Services None assigned yet

Source: Advertising Age

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