MCI brass sets out to rally dispirited troops

Article Abstract:

MCI is directing a campaign designed to boost sales for the telecommunications giant. The code-named 'Rainmaker' includes an in-house TV broadcast to MCI employees; open letters to customers in two national newspapers and on its intranet system; and thousands of posters that attempt to dissuade competitors who might believe MCI is preoccupied. The campaign, which starts in early Nov 1997, has a theme that reads, 'MCI: Our star is rising. Rise with it.' MCI has received three sales bids since Sep 1997, each of which drove down sales temporarily. Sales account for 60% of MCI revenue. Other Operation Rainmaker features enable sales reps to include 'personal,' customized letters from MCI Pres Tim Price to a customer, plus receive detailed advice on 'customer objections.' MCI's intranet also will feature a 'daily pulse' feature that gathers timely press clippings and lets staffers communicate with management.

Company marketing practices

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Keeping the customer satisfied; the battle to deliver high-speed communications into the living room may not be fought over technology

Article Abstract:

Marketing, customer service and technical knowledge probably will make the difference in the lengthy battle for control of the US digital communications delivery market. A recent boom in telecommunications mergers among local telephone companies, long-distance telephone companies and cable operators may actually spur competition. No clear winners have emerged in the multibillion-dollar data communications market, so the remaining giants are racing to develop inexpensive and efficient services. Companies already have prepared marketing strategies and discounts to position themselves as one-stop centers, even before they make the services available. Operations and customer service will decide much of the competition. These areas include blending new and old billing systems, as well as deploying expensive software that delivers quality sound with each transmission.

Technology development, Telecommunications Industry

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C&W to buy MCI Internet assets, easing way for WorldCom deal

Article Abstract:

MCI sold its entire Internet assets to UK-based telecommunications company Cable and Wireless (C&W) for approximately $1.6 billion in cash, insiders said. The transaction, which could be announced as soon as today, also might clear the way for regulators to approve MCI's $37 billion acquisition by WorldCom. MCI earlier agreed to sell its wholesale Internet business to C&W for approximately $625 million in cash, but European regulators studying the proposed MCI-WorldCom merger opposed the May 1998 proposed sale. The regulators cited concerns over Internet backbone control dominated by MCI and WorldCom, noting that MCI would have retained its corporate and consumer customers. A new key provision calls for MCI-WorldCom to refrain from wooing C&W's Internet customers for 18 months, according to an executive familiar with the discussions.

Mergers, acquisitions and divestments, Internet, Company acquisition/merger, Control, Cable & Wireless PLC

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