Omnitel Pronto Italia Presents "City": First GSM Price Plan For Local Calls
Omnitel continues to innovate in the fast growing Italian cellular
market; developing plans that meet customer needs
November 7, 1997
Milan, Italy - Omnitel Pronto Italia, the world's fastest growing
cellular operator and Italy's first private GSM (Global Service for
Mobile) digital operator, announced today an innovative new tariff
called "CITY." The new plan has been developed to meet the needs of
urbanites interested in using a mobile phone in the city where they
With this new plan Omnitel, Bell Atlantic's Italian wireless
investment, brings a new concept to Italian cellular: zoned pricing.
CITY enables subscribers to make local calls within the boundaries of
their city of residence, to both landline numbers and other Omnitel
GSM numbers, at only Lit. 295 (about US$0.18) per minute, regardless
of the time of day or night. All calls made outside the district are
charged at Lit. 990 (about US$0.56) per minute.
Omnitel CITY has no fixed costs: there is no activation charge and no
monthly subscription fee.
The new plan will be available on November 15 in 26 Italian cities.
As competition continues to heat up in the Italian wireless market,
Omnitel plans to extend the service to reach a total of 100 cities by
February of 1998.
Innovation and the ability to anticipate market trends have been
distinguishing factors for Omnitel since its start less than two years
ago. That ability to anticipate tomorrow's needs today is at the heart
of the company's new advertising campaign slogan, "Today we do things
others will do tomorrow." The campaign will air for the first time on
Italian prime time Saturday, November 8, and will continue throughout
1998 on television, radio, print, and billboards.
The new advertising campaign has been developed by an international
team which includes Spanish creative director Miguel Angel Torralba
Marco, U.S.-born Academy Award director Bill Fertik, and the Italian
band Dirotta su Cuba. The internationally acclaimed song "The Greatest
Love of All" is the sound track of the television advertisement and
has been rearranged with a more Latin tempo by the Italian band.
On October 1, 1997, Omnitel Pronto Italia had 1,750,000 subscribers.
On September 15, the company's GSM network covered 66 percent of the
Italian market, equivalent to 93 percent of the country's population.