Where the wireless roam: Will international roaming unite the world?

Despite the growing interdependency among countries, the United States is far from being connected to the rest of the world wirelessly, as is the rest of the world to the United States. Although several carriers have made great strides in terms of international roaming, it is not a widespread capability yet.

"It is difficult in the U.S. to wake up carriers to the fact that the world wants to roam with the U.S. so that the U.S. can roam with the world," said Bill Thompson, director of sales for BellSouth International Wireless Services (BSI-WS). "It is disturbing to see people show up [here or abroad] and not be able to use the cellular network."

It has been difficult to convince this country that a big market exists in parts of Latin America - an area that is thriving with 10 million subscribers, Thompson said. "Cautious people [within the wireless industry] recognize that Latin America is a bustling place," he said. "The one reason I [deliver speeches] each week is to send out the message to North America that South America exists."

In fact, IDC's 1998 survey of 1000 wireless users revealed that only 6% were billed for roaming. The same survey found that 10% of subscribers traveled internationally. Perhaps these small numbers are part of the reason international roaming has been slow to rise.

For this purpose, BSI-WS provides a complete roaming solution through services referred to as the Pan-American Roaming Consortium. Currently there are 24 carrier members and Thompson expects to have up to 40 by the end of the year.

BSI-WS provides roaming and clearinghouse services in Latin America. Its roaming network connects wireless carriers in South, Central and North America, and the Caribbean.

In November, BellSouth Mobility joined with Omnipoint Commun-ications and Canadian service provider Microcell Telecommun-ications, to create the first international roaming center for wire-less customers who use GSM technology.

The center provides telephone assistance for North American GSM subscribers who travel overseas and for customers from other GSM countries while they roam in the United States or in Canada.

"We have found that the demographic for international roaming is large," said Paul Lemchak, director of marketing operations for Omnipoint. "We are seeing growth and demand now and [international roaming] is being marketed more."

The company has a domestic and an international media program that promotes the company's international roaming capability in travel magazines, The New York Times, The International Herald Tribune, The Wall Street Journal and USA Today. The company also has struck deals with airlines such as Air France. Omnipoint wants to raise awareness so that people who come to the United States know they will be able to roam, said Lemchak.

As a provider of GSM technology and a founding member of the North American GSM Alliance, the company has an advantage in terms of international roaming.

"Millions of GSM subscribers are coming to the U.S.," said Lemchak. "There will be an increased amount of roaming on inbound calls as Omnipoint and GSM Alliance members work to improve international programs."

The movement toward third generation technology is another impetus to focus on international roaming, said a spokesman for AT&T Wireless. "We have stepped up marketing as [the industry] moves toward 3G," he said.

AT&T offers a subscriber identification module card for $49.99 that slides into a GSM phone, which the company will rent to customers. AT&T offers roaming in 90 countries, though some users have found the service unreliable.

AT&T mostly targets business users for the service. However, the company has begun to focus on consumers because as disposable income rises, people will expect service from everywhere.