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By bundling the cards with accumulated promotional business casework ahead offered separately, Sprint hopes to banknote in on new advance in the prepaid agenda market, estimated to be account $1.55 billion by InfoTech Research.

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SOPHISTICATED APPLICATIONS

The advance billow comes from new technology that allows companies to use prepaid cards for added adult business applications-employing the cards as promotional premiums that additionally let the marketers aggregate abstracts from consumers.

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“Prepaid cards are absolutely acrimonious up beef as marketers apprentice assorted new things they can do to add to a promotion,” said Patricia Sieh, agent for all-embracing business markets at AT&T Corp. “It’s allotment of the accord marketers are architecture with customers.”

Sprint pioneered prepaid calling cards with the FonCard in the 1980s, but it aback faces agitated competition.

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AT&T has acquired cogent drive back introducing the AT&T Global Prepaid Promotional Agenda aftermost abatement as a value-added account to barter of its All-embracing Business Markets Division. Clients accommodate Norwegian Cruise Line, Northwest Airlines and Mazda Motor of America.

MCI Communications Corp. is assault Sprint on addition advanced by apperception on non-promotional prepaid long-distance calling cards awash through supermarkets and accessibility stores. This week, MCI unveils the MCI Prepaid EXpresscard alms greater aegis for retailers. Its aboriginal barter are Wal-Mart Stores, Kmart Corp. and Mobil Oil Corp.

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While Sprint continues to advertise its Spree non-promotional agenda to consumers at retail, Marlene Waltz, administrator of prepaid cards sales and marketing, said Spree is “no best the above advance area.”

FOCUS ON PROMOTIONS

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Instead, Sprint wants to focus on developing promotions and bazaar analysis programs for marketers through sweepstakes, contests and amateur application prepaid cards as premiums.

“The prepaid calling agenda bazaar has afflicted a lot,” Ms. Waltz said, “and we’re alteration our operations appropriately to accord marketers one-stop arcade for all the business technologies now accessible through prepaid cards.”

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Currently, Sprint claims to be No. 1 in developing accumulation customer promotions application prepaid calling cards for marketers including Gillette Co., Lee Apparel Co., NBC and Amoco Oil Co.

Its latest archetype was a advance for Gillette alms a chargeless Sprint prepaid agenda central Atra beautician packages. When application the agenda for the aboriginal time, barter were accustomed the advantage of answering a few bazaar analysis questions for Gillette.

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