To: Kayaker who wrote (46198 ) 10/26/1999 2:38:00 PM From: Ruffian Read Replies (1) | Respond to of 152472
Haven't seen this posted, GSM Nervous> To: T L Comiskey (709 ) From: Ruffian Tuesday, Oct 26 1999 2:35PM ET Reply # of 713 From the October 25, 1999, issue of Wireless Week GSM Allies Seek Global Branding By Peggy Albright Members of Europe's GSM community should not be surprised that things are different when they visit the United States. Here, we drive on the right side of the road and steer from the left side of the car. We measure road distances in miles, not kilometers. Our portable hair dryers draw electricity at 110 volts, not 220. And our cellular customers choose GSM phones less often. While cultural differences were surely not the intended message at the GSM Association biannual plenary, held in Montreal last week, the reality was clear after the event. There, international delegates heard the latest market figures. Worldwide, GSM subscribers reached the 215 million number last month. Fifty-one percent of the globe's wireless phone customers use GSM devices, and two-thirds of all digital subscribers have picked GSM. Figures released for the United States and Canada combined, in contrast, show 4.8 million GSM customers, up 620,000 in the third quarter and 2.5 million over last year. Canada's Microcell claims 460,000 of the total count, leaving 4.3 million for the United States. But that 4.3 million U.S. figure pales against the competition's numbers. CDMA carrier Sprint PCS added 720,000 customers in the last three months, bringing its subscriber base to 4.7 million. TDMA powerhouse AT&T will post its latest financial results today. Acknowledging that GSM needs to increase brand awareness here, the North American GSM Alliance unveiled a new logo that will identify GSM phones as part of the "GSM Global Network." Says Bob Brown, executive director of the North American GSM Alliance: "We believe it will help customers associate the world superiority of these phones with the high-quality service we provide." But the ability to create a cohesive market within the framework of a global strategy may be impossible, one analyst says. "The best thing that could happen to GSM is for all these companies to be acquired and live under one roof," says The Gartner Group's Bob Egan. "Absent that, the splintering of these companies [presents a scenario that] is absolutely not competitive in the U.S." Mark Lowenstein, analyst for the Yankee Group in Boston, agrees. "There's going to be more sell-offs, more merger and acquisition activity," he says. Powertel, the BellSouth Mobility DCS properties and Pacific Bell Wireless are all potential candidates, he adds. Increasingly, drivers for consolidation could come from abroad. The current consolidator, VoiceStream Wireless Corp., has already expanded international interests here for its investors, Finland's Sonera and Hutchison Telecommunications--which has firms in Hong Kong and the British Virgin Islands. Regardless of who controls the purse strings, as long as GSM lacks a nationwide footprint, Europeans visiting here will have limited use of their phones. That's another difference between home and the United States that they're likely to notice for some time. ------ Previous