New Name in South Texas

Sol Communications has been providing PCS service in south Texas for just seven months, but already it has some statistics that older and larger providers would covet: annualized penetration rate of 3.6%, churn rate below 3% and 650 average minutes of use per month. Then there's the fact that the company expects to be cash-flow break-even by the middle of next year.

An owner of D- and F-block licenses and an independent affiliate of VoiceStream Wireless, Sol Communications attributes its success to simple pricing plans and good customer service, said Ed Horner, president & CEO.

"Our phones are answered in seven seconds," Horner said, "and they're answered by a real human being."

The CSR is likely to be bilingual, as well, to serve the large Spanish-speaking population in the area.

About 45% of the regular subscribers take Sol's $29 monthly plan that offers 400 free minutes, while another 45% take the $60 plan with 2,000 minutes. A third plan with 3,000 minutes is available at $100. Prepaid accounts for 13% of the customers.

Sol is the first GSM provider in south Texas. Its licensed service area includes 44 communities, more than 35,000 square miles and more than 2 million people. Cities served include Brownsville, Corpus Christi, Del Rio, Harlingen, Laredo and Victoria.