CANTEL ROLLS OUT PCS SERVICE
By Adnews Staff
Last Thursday, Toronto-based Rogers Cantel Inc. rolled its Cantel AT&T digital personal communications services (PCS) out to major centres across Canada. The service had previously been available in Montreal, where it launched in November, 1996 and in Toronto, where it was introduced May 8, 1997. The cities of Vancouver, Edmonton, Calgary, Winnipeg, Ottawa, Quebec City and Halifax have been added to Rogers Cantel's PCS coverage zone. PCS phones use less power and higher frequencies than cellular phones. They're also smaller, lighter and cheaper, but must be used within 100 metres of a base unit which relays calls to and from the phone. Rogers Cantel says it's supporting the PCS roll-out with the company's largest advertising initiative since the introduction of the Cantel AMIGO cellular service in 1994. Print ads appeared in all major dailies across the country along with national radio spots and four national TV spots. Gee Jeffery & Partners Advertising Inc. of Toronto handled the campaign in English Canada, while Groupaction Marketing Inc. of Toronto handled the Quebec ads. Other Canadian companies with PCS licences include Clearnet Communications Inc. of Pickering, Ont., Microcell Telecommunications Inc. of Montreal and Mobility Personacom Canada of Toronto.