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Telecom mounts revolt

"The revolution's here" boasts Ionica, a small U.K. telecommunications company which is introducing what it claims is the world's first full range of telephone services using digital radio technology. It is challenging British Telecom's virtual monopoly of the residential market with an $18 million marketing campaign highlighting its distinctive technology with the ad slogan "Air costs less than cable and wires." Ionica promises to undercut British Telecom's rates, and will focus its marketing strategy on cut-rate pricing in order to reach its goal: 5% of the U.K. market by 2000. Rainey Kelly Campbell Roalfe, London, created the print and TV campaign.

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