Columbus discovers PCS >BY JASON MEYERS, Wireless Networks Editor

Aerial Communications introduced residents of Columbus, Ohio, to digital technology and new billing formats last week when it activated its first personal communication services network.

The launch of the Nokia-supplied GSM system marked the U.S. introduction of per-second billing. Other wireless operators round up to the minute.

"We've heard over and over from consumers in focus groups that they're tired of being nickeled and dimed to death," said Jerry Rhodes, vice president of sales and marketing at Aerial.

The billing format, along with Personal Needs Assessment and Value Check programs, is part of Aerial's aim to ensure that customers get customized service packages.

"It's an attitudinal approach," said Mark Lowenstein, vice president of wireless research at The Yankee Group. "They want to make sure you're paying for what you use. It doesn't mean you're going to have major discounts on your bill.

Aerial is behind its fellow A and B block GSM supporters in rollouts, but the company is confident that its thorough coverage and customer-focused message will help it overcome the lag.

"We waited to go to market until we had the level of quality we knew we needed to win," Rhodes said.

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