There are corded phones, cord-
less phones, two-line phones that
allow for conference calling and
answering machines that allow
you to change the message from
outside the home. For a small of-
fice, apartment roommates or a
large family, there is a tele-
phone/answering machine with
four separate message mailbox-
es. Mr. Kelly said there are plans
to enter the cellular scene soon
as well.
"With the recent boom in cel-
lular services in Israel, we hope
we will be able to capitalize on
that in the future." So far, he
said, AT&T has not signed a for-
mal agreement with any of the
cellular telephone companies, but
they are hoping to forge a rela-
tionship with Cellcom in the fu-
ture.
AT&T's crowning futuristic
product, now being touted in its
advertising campaign, is the
video telephone, which allows
you to see and hear your business
partner or loved one as you
speak, transferring the image
over a regular telephone line
without any special computer
equipment. But the advertising
is slightly deceptive — video-
phones are not available in stores
here right now.
Americom did sell a small
number of videophones in past
months — at $155 each. "We
have stalled sales of these for a
while in order to wait for the in-
troduction of the latest phones,
anticipated early next year,
which will have more advanced
digital technology, improved col-
or quality, and so on. I assume
they are going to cost less than
the earlier model," Mr. Kalfus
said.
The advertising blitz launched
last week was not the most orig-
inal, but it certainly uses one of
the most popular and successful
formulas on the local scene: push-
ing America.
The entrance of AT&T prod-
ucts was touted as a historic
event, on the level of the arrival
of Coca-Cola, Levi's, McDonald's
and IBM. "Since a lot of people
don't know what AT&T is, we
tried to link them together to
brands that they know," Mr.
Kalfus said.
AT&T and Americom viewed
the time between March and
July as a trial period, for which
sales figures have not yet been
collected.
The company is aiming to ful-
ly penetrate the market by Sep-
tember. Mr. Kalfus said they
don't have a particular market
share targeted. "We have no in-
tention of beating our competi-
tion and dominating the market.
I think this is not the aim; we're
not trying. But we feel with the
range of products and the kind of
equipment we are bringing in
now, we can be the biggest and
most serious competition to what
is already in the market." [I

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