Cingular Wireless to up spending on its North Carolina network
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[February 22, 2006]

Cingular Wireless to up spending on its North Carolina network

(News & Observer, The (Raleigh, NC) (KRT) Via Thomson Dialog NewsEdge) Feb. 22--Cingular Wireless this year will increase spending on its North Carolina network by 30 percent and redouble efforts to reach Hispanic customers.

The nation's largest cell-phone service provider plans to invest $210 million in the state, largely to fill coverage gaps in rural areas and offer high-speed data services in urban markets. Last year it spent $161 million in the state.

The increased spending highlights the shifting dynamics of the mobile-phone industry. Where carriers used to compete on price, they now are competing more aggressively on network quality and advanced features such as wireless Internet connections.



"We're really striving to ensure that we have the best network claim as quickly as possible in every major city," said Alison Hall, vice president of Cingular's North Carolina and South Carolina operations.

The company's bump in spending throughout the Carolinas also signals that the region is growing in importance, she said.



"It's a very strategic place for Cingular," Hall said. "The demographics of this market, the exploding growth" make the Carolinas "a key growth area."

In total, about 6 percent of the $6.2 billion Cingular plans to spend on its national network will come to the Carolinas.

The growing Hispanic population is of particular interest to Cingular executives. The company already has promotional materials in English and Spanish in most of its locations, said Eric Goldfeld, Cingular's marketing director for the Carolinas.

This year Cingular also will do additional television, radio and print advertising targeted specifically at Hispanic customers, he said. Some will be focused on the World Cup soccer tournament.

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