Content area
Full text
MCI will launch its new phonecard brand, dubbed MCI PrePaid eXpress, with its first national phonecard advertising breaking this summer and a push into thousands of new retail outlets with a distinctive merchandising system.
The eXpress card, expected to ship later this month, resembles a scratch-off lottery ticket and will be sold from a dispenser at the checkout counter. MCI, which at nearly 30,000 stores is edging closer to the penetration of Sprint's Spree, is negotiating with a slew of new retailers, including a national consumer electronics chain and grocery and convenience stores, notoriously underproductive distribution channels.
"If...