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Misrfone Telecommunications Co., a cellular joint venture operating under the brand name Click GSM, launched service in the greater Cairo area, injecting competition into Egypt's wireless market for the first time. Misrfone, in which AirTouch Communications Inc. (ATI) and Vodafone Group plc (VOD) both are equity and operating participants, is expected to quickly expand into Alexandria, an area currently unserved by two-year-old cellular incumbent MobiNil.