Remember when the typical cellular phone advertisement showed a woman with a small child near a broken down car on a dark highway? Cell phone in hand, she would call a tow truck and be on her way. The message--don't let this be you or your wife/mother stuck out here on the road without a cell phone for emergencies.
Back in that time, expansion was easy for the cellular providers. All they had to do was set up a few kiosks in the mall or a local retailer and wait for people to approach and sign up for new service. Contracts were typically one year long, and growth was simply made by adding new subscribers.
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