CELL PHONE BUSINESS GROWING

Just as the telephone swept across the country and into homes earlier this century, the cellular phone is making its way across America and into cars, trucks, planes and other places.

Industry officials say cellular phone subscribers have grown 400 percent in the last five years and that growth isn't expected to slow.

About 21 million people are expected to have cellular phones in 1995, a 35 percent increase from last year. The cellular phone is a big hit in the Cape Girardeau area, sources say.

"Cellular phones are playing a big part in keeping people in touch," said Donna Hanschen, the area manager for Ameritech in Cape Girardeau. "There are phones for safety and security. We also have people who use the phones for business productivity reasons."

Hanschen said she has witnessed tremendous growth in the cellular business in the Cape Girardeau area. Ameritech has grown exponentially in the four years the company has done business in Cape Girardeau and has doubled just in the last year.

Jill Smirl, area manager for Southwestern Bell Mobile Systems, agreed: "We went from having one employee when we opened our doors in 1991, to having 14, and eight more positions are open."

Smirl said the eight positions are new positions for her company. Everything from customer service representative to sales to service is available.

In addition to talking, customers in this area are already using cellular phones to send faxes from their lap-top computers while sitting in their cars. They also are using the phones for communication with other computers by sending information back and forth via modem.

"We're a phenomenal business," she said. "I think the national statistic is that 7 percent of the population is using cellular, and in the next year or two, that's expected to double."

As the demand for cellular phones continues, companies like Ameritech and Southwestern Bell Mobile Systems will continue to offer good deals to lure customers through their doors and on their airwaves.

"We try to expand our coverage areas all the time," said Jackie Engel of Ameritech's St. Louis office. "We're also very much involved in the community. It's a very competitive market and not just in Cape Girardeau."

Smirl said Southwestern Bell also researches new programs and incentives to get customers to go with her company. She won't discuss the programs the company plans to unveil in 1995.

"It's a very competitive business," she said. "It's actually pretty crazy. We expect as many customers in 1995 as we had combined between '91 and '94."

Engel said Ameritech periodically surveys its customers throughout the year to gather the latest information.

"We're always looking at the research to see what customers want," she said.