Iusacell Launches New Corporate Image
Single brand, service levels reflect customer focus
June 3, 1997
Mexico City, Mexico - Last night the trading floor in Mexico City's
new World Trade Center might have been silent, but two stories up, a
loud buzz could be heard coming from more than 700 Mexican
dignitaries, media, and industry onlookers talking about the launch of
the new IUSACELL company, Bell Atlantic's Mexican wireless investment.
IUSACELL President and Chief Executive Officer, Tom Bartlett, began
the evening by unveiling the company's new logo and brand image.
The logo is an oval with the name "IUSACELL" underlined in large white
block-letters. The oval sits slightly off horizontal and has a black
or red background.
"The logo is streamlined, simple, friendly - the same philosophy
IUSACELL is being built on," said Bartlett. "It really communicates
the fact that we've re-focused the business on three fundamentals:
Customers, customers, and customers."
In mid-February, Bell Atlantic took management control of IUSACELL,
bringing along the model for wireless success Bell Atlantic has used
in other markets around the world, including the U.S., Italy, and the
"Once the model was in place, it was clear what we needed to focus on,"
said Bartlett. "For instance, IUSACELL had some key market advantages
that it wasn't leveraging for customers. IUSACELL is the only
full-service provider in Mexico offering cellular, long distance, data,
wireless local loop, satellite, and nationwide paging, but we were
selling them as separate brands."
With the company's new image mapped out, IUSACELL is integrating all
its products and services.
"IUSACELL's new single-brand image makes us easy to recognize, which
helps drive customer awareness. At the same time, pulling together
all our assets helps us provide customers with flexible combinations
of products and services, and allows us to find synergies for
distributing and marketing our full product line," said Bartlett.
The company also says its recent restructuring has already improved
performance. In the first quarter of 1997
- 17,800 customers were added - versus 22,900 for all of 1996;
- 14 transmission sites were added - versus 10 in all of 1996;
- The company's first bills were issued for long distance service;
- The company reduced headcount by 10 percent.
IUSACELL says it is bringing customers enhanced coverage and capacity
by adding strategic transmission sites and leveraging system
engineering techniques Bell Atlantic has used successfully in other
countries. Recently, IUSACELL also made its products easier to find
and buy, adding about 70 new distribution outlets in key areas of
"The right image can bring customers in the door, but it'll be our
ability to deliver on our promise of providing high quality products,
flexible service packages, individualized customer care, and the best
value that will convince them to stay," said Bartlett.
Bell Atlantic Corporation (NYSE: BEL) is at the forefront of the new
communications, entertainment and information industry. In the
mid-Atlantic region, the company is the premier provider of local
telecommunications and advanced services. Globally, it is one of the
largest investors in the high-growth wireless communication
marketplace. Bell Atlantic also owns a substantial interest in
Telecom Corporation of New Zealand and is actively developing
high-growth national and international business opportunities in all
phases of the industry.