Walking on air International success buoys AirTouch

Thanks to acquisition, digital technology and world growth, AirTouch Communications enjoyed its "best year since the spin" in 1996, said Sam Ginn, the company's chairman and chief executive officer.

The reference to the company's spinoff from Pacific Telesis in 1994 was made during a news conference last week heralding AirTouch's record growth and accomplishments last year, when it added 8 million cellular, personal communication services and paging customers worldwide.

"We produced way beyond what we thought we could do in 1996, and it was driven primarily by the international market, which really had a gangbuster year," Ginn said.

In addition to its U.S. cellular and paging operations, AirTouch has interests in wireless ventures in Belgium, Germany, India, Italy, Japan, Poland, Portugal, Romania, South Korea, Spain and Sweden. The company also holds a stake in the Globalstar satellite system.

In the U.S. last year, AirTouch introduced code division multiple access service in its Los Angeles and San Diego markets and extended its brand presence into the former U S West NewVector markets and the Michigan and Ohio properties of partner Cellular Communications Inc.

Ginn attributed the company's growth to experience in gauging market conditions and determining what would work and what would fail.

"We think we know the segments of the business, and we think we know the profitability of those segments," Ginn said. "Given the strategy of a competitor, we'll have real knowledge as to whether we want to respond to their offers or let them proceed down a trail that's likely to be very unprofitable for them.