Russell Cellular acquires Metro Mobile

In a transaction that closed Feb. 1, Russell Cellular Inc. ac-quired Metro Mobile Com-munications from Steve Powell for an undisclosed price. Rus-sell Cellular is the largest exclusive agent for Alltel nationwide.

Jeff Russell, president and owner of Russell Cellular, said his company had about 35,000 customers before the purchase.

"Metro Mobile added another 15,000 to our base. That put us close to 50,000," he said. He founded the company in 1993 with his wife, Kym, who is vice president.

The decision to buy Metro Mobile was based on its great reputation, name recognition and customer base, Russell said. Russell Cellular's newest Springfield store is housed in Metro Mobile's former location at 222 W. Republic Road. It opened Feb. 1.

Powell bought Metro Mobile in 1995. He said one reason for the sale to Russell "was a decision based on commission structure changes by Alltel mobile." Powell also is the owner of Atlas Com-munications in Springfield.

Russell added two employees to staff the Republic Road location, bringing the company's total employment to about 45, he said.

Through the acquisition he also gains a radio presence. The "Russell Cellular Show" will air 9:30-10:30 a.m. Wednes-days on KWTO AM 560 in the slot previously held by Metro Mobile.

Russell, a native of Harrison, Ark., said one reason behind much of his company's growth has been its ability to penetrate rural markets, set up stores and establish a "stronghold."

"I think I can relate to those people easier, and when I first got in the business I was a little intimidated by big businesspeople in Springfield, so I found myself going to the smaller towns," Russell said. A former farmer himself, his favored approach has been to talk with people in rural areas who had backgrounds he was comfortable with, he added.

To date Russell has 25 locations in Missouri, Arkansas and Oklahoma and is "scheduled to open an additional 20 stores this year alone," he added.

Springfield is the largest market Rus-sell Cellular serves. "It's got a booming economy. The unemployment rate seems to be low. It's a big town with a small town attitude. There's a lot of good strong relationships here," Russell said.

Powell said he thinks Russell will do well with the acquisition.

"That was one of the factors for the sale," he said. "I wouldn't want to sell it to somebody that would not take care of the customers."

Recently Russell was named U.S. Small Business Administration Small-Business Person of the Year. He pointed to his company's growth as being a good example of what a person can do in eight years after starting out of the trunk of his car.

Prior to his career in telecommunications, Russell was a turkey farmer in northern Arkansas.

"People still ask me if I miss turkey farming," Russell said. "I don't miss the smell. I don't miss being broke."