AT&T PUTS $35 MIL BEHIND DIGITAL ONE RATE SERVICE: FLAT-RATE BILLING IS TOUTED AS THE TURNING POINT FOR WIRELESS PHONES.

Advertising Age, June, 1998 by Cuneo, Alice Z.; Snyder, Beth

AT&T Corp., jockeying to make a comeback as the sole telecommunications provider in homes and offices, is putting an aggressive $35 million campaign behind its new one-rate digital phone service.

A key feature to the new AT&T Digital One Rate offering is an extended-life Nokia phone, one of the first to allow the phone to stay powered up to two weeks.

"This is what people have been waiting for," said an AT&T spokesman. "Now people will be keeping their phone on, giving out the number and in a great number of cases that phone will be the primary communications device. It will be a major change in the way people think and behave."

NO EXTRA CHARGES

The new service, charged at a flat rate that ranges from 11 cents to 15 cents a minute, allows...

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