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WASHINGTON - The battle for market share among US carriers is moving into higher gear as telcos begin to seek outside marketeers to help acquire customers. Late last year, long-distance operator AT&T said it had signed a marketing agreement with publicist firm, Shaklee. This deal has now been followed by an announcement of a link-up with ADT, the electronic security company, whereby the long-distance carrier will sell its services to that company's customer base.
Matthew Benner, director of marketing, new channels, for AT&T's consumer markets division said that there are benfits to exploiting another company's customers for long-distance services: these companies can reach customers that traditional telemarketing cannot. In addition, it is also a costeffective way to get to the market.
According to AT&T, the ADT deal complements the relationship with Shaklee that the telco has for marketing interstate long-distance services, calling cards and prepaid calling cards for AT&T. Will these marketing arrangements take over where telemarketing seems to be leaving off? Benner says no, but it is vital in...