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Special Advertising Section COMMUNICATIONS UPDATE AT&T Mobile Launches Marine Services Global communications giant well positioned to solidify fragmented marketplace Selecting a single-source communications provider simplified n —^jhe ability to communi-cate — clearly, immedi- ately and dependably — has become paramount to profitable modern-day ocean shipping. The proliferation of Information Technology has infil- trated even conservative shipown- ers' strategic planning, and the issue of improving overall commu- nication efficiency and effective- ness is on the "front burner" in most every organization. As shipowners are forced to more thoroughly explore a relatively new area of technology — and evaluate how improved data, voice, and other types of communications can positively impact the bottom line — the matter is further com- plicated by the rapidly increasing number of communication service providers and service plans. AT&T's entrance into the mar- itime satellite service market should offer reassurance to shipowners, both small and large. AT&T — the world's largest com- munication services provider — has not only a long history, but a proven ability to deliver compre- hensive communications solutions tailored to its customers' needs. Although AT&T introduced high-frequency radiotelephone ser- vice more than 60 years ago, and ^ . %.:'i|.v : '"'-ws <~ m f." AT&T's entrance intdlfte marine market means seagoing and shoreside person- nel are ensured of receiving the highest level of communications excellence — anywhere, anytimepii^ has offered shore-to-ship service since 1993, the company was pro- hibited from offering ship-to-shore service until February 23, 1996, when the Federal Communications Commission granted AT&T's peti- tion to compete in the market. AT&T launched its service just six weeks after the removal of a long- standing federal regulation that barred the company from offering such services. setups. The mere fact that a ship is constantly on the move is chal- lenge enough. But these challenges are not impossibilities, and the rapid evolution of technological solutions has led to a seemingly nonstop new offering of satellite communication products and ser- vices. Ship-to-shore, shore-to-ship, and ship-to-ship communication is becoming more economical and accessible daily. AT&T's offering to the mar- itime community includes direct- dialed, operator-handled, and per- son-to-person calls and Telex through Inmarsat A, B, and M sys- tems. The "Wired" Ship "Wiring" ships obviously pre- sents unique operational and logis- tic challenges as opposed to tradi- tional terrestrial communication December, 1996 15
