C-b lock revisited: Winners of the second auction discuss strategies

If one concept emerged as truth during last week's PCS C-block Re-auction Winners Forum, it was that operators entering the market now can't succeed as "me-too" players. "They've got to go after a niche no one has," said Jerome Fowlkes, director of domestic consulting at BIA Consulting.

Even the smallest players realize this. NTCH, a winner of licenses in nine small markets scattered across the country, believes it has a unique plan that begins with its original bidding strategy. The operator targeted complimentary regions that allow year-round buildouts. "Our people are very construction oriented, so we'll use that strength," said Glenn Ishihara, president of NTCH.

NTCH also intends to operate each market as a separate entity and become involved in the community. Some of its markets have no PCS competitors, so NTCH hopes a strong local presence helps when or if a larger operator enters the market.

Even though some small operators plan to run their businesses without the intention of being bought, such players are important to the nationwide operators. Analysts and bankers often suggest that small license holders try to partner with the nationwide players. Affiliations make it easier for small players to get financing and expertise. However, the nationwide players tend to shun companies such as NTCH because of their size.

Still, smaller operators remain important pieces of the puzzle for those wanting seamless coverage. Global Telecommunications Systems, which operates a small market in Texas, offers roaming to AT&T Wireless. Kent Foster, who runs the company from Washington, joked about how much he personally earns for his company. He is an AT&T Wireless customer and when he roams into his Texas market AT&T pays his company 70 cents per minute while as a customer he pays AT&T only 10 cents per minute.