Wireless companies unfazed by PCS market entry

Alamosa PCS, a Sprint affiliate, opened the Sprint PCS retail store and offices at 330 E. Battlefield in mid-November to provide digital wireless to the Springfield area, said Susan Fairchild, area marketing manager.

PCS stands for Personal Communication System and is defined by the Federal Communications Commission as digital phone service that utilizes the 1900 MHz frequency band.

A native Springfieldian, Fairchild began her career with Alamosa at the beginning of the year.

Fairchild worked in telecommunication systems on the equipment side after studying political science at Southwest Missouri State University.

She also sold digital subscriber line high-speed Internet access before moving into the managerial position with Alamosa. She found that she enjoyed the fast-paced telecommunication industry and decided to forsake her college major in favor of technology.

Alamosa PCS and Roberts Wireless are in the process of merging to become the area service provider for the Sprint PCS network.

The merged company will be known as Alamosa PCS.

This region has been endowed with seven wireless service licenses, two cellular and five PCS, according to Ray Thomas, vice president and general manager of Alltel of Missouri. The two cellular licenses allocated to the area are held by Alltel and AT&T. Both companies are well-established and offer both digital and analog equipment and service, Thomas said.

Thomas said it is neither threatening or surprising that Sprint has expanded to this area, using one of the five PCS licenses it holds for the region.

All wireless service providers are building out their networks, he said.

"We believe the new Sprint PCS service will be targeted mainly to residential customers rather than business," Thomas said.

Most PCS coverage concentrates on heavily populated areas. PCS digital phones are compact and usually provide clearer reception than traditional cellular phones, but they are less powerful than the 3-watt analog units that can pick up longer range signals, Thomas said.

Cellular service can be either digital or analog. Digital is less expensive for the carrier and can carry more calls on the same cell site, he said.

Alltel had to build 16 new cell sites for the shorter range capacity digital units.

Sprint PCS's entry into the local market also holds no fear for Mary Lynn Heath, public relations manager for AT&T in Oklahoma, Kansas and Missouri, who said her company is used to competition and welcomes it.

AT&T markets wireless products and a variety of services to both residential customers and businesses. Heath said her philosophy is to value the customer and not worry about the competition.

"The best marketer will win, and we feel we have the best offers and the best customer service," she said.

AT&T has not adjusted its marketing strategy in response to the new provider in the area. Marketing plans are geared to seasonal needs and new products or services, Heath said.

"I don't know of anything Sprint is offering that AT&T doesn't already offer," she added.

Alltel's Thomas said, "2000 was the best year we've ever had by far. We've added about 30 salespeople."

Alltel has representatives in all the Wal-Mart stores, plus it owns four retail stores in Springfield. The company is looking for a location for a fifth store in anticipation of topping 2000's sales this year.

Fairchild said that this area is a wonderful market for wireless service, and there is lots of competition. She also said that the Sprint network is constantly expanding its service area and will eventually reach even remote rural areas in the region.

Alamosa PCS has 40 employees in the Springfield/Branson area. The retail location on East Battlefield is the company's only walk-in store, and the company's executive offices are located in the Hammons Tower.

There are no immediate plans to establish special promotional offers for this area, said Fairchild, adding that service packages offered are nationwide through Sprint.