WASHINGTON-DCR Communications has changed its name to Pocket Communications Inc.
The Washington, D.C.-based firm, which walked away from the C-block spectrum auctions with personal communications services licenses for 43 markets, covering 35 million people, also introduced a new blue logo that includes an illustration of a pocket. Pocket’s advertising agency is Goldsmith/Jeffrey of New York, which has worked on the company’s brand strategy for a year. The new name and logo represent Pocket’s intention to offer a consumer-oriented wireless product that is “easy to find, easy to understand, easy to use,” the company said.
“Our plan is to offer an easy, straight-forward service that is within the reach of virtually every American,” said Daniel C. Riker, Pocket chairman and chief executive officer.
Pocket intends to offer service to the mass market by the end of 1998, saying it will launch first in Las Vegas and Honolulu. Pocket will use Global System for Mobile communications technology; Western Wireless Corp. turned on its GSM PCS system in Honolulu in March.
Pocket also intends to build and operate proprietary retail stores, which it has hired the CORE Group PC architectural firm to create. Washington, D.C.-based CORE designed the Sprint Spectrum stores in Washington and Baltimore, Md.
Print and national advertising is now being created, Pocket said.
