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|Articles - July/August 2013|
|Monday, July 08, 2013|
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BY LINDA BAKER
The wireless-communications industry thrives on the latest and the greatest; witness the masses who camp out in front of Apple stores every year or so anticipating the newest iPhone. Consumer Cellular, a Tigard-based wireless service and phone provider, is not one of the trendsetters.
“There are a lot of wireless companies that get really excited about the youth, business users, those early adopters,” says CEO John Marick, 48. “We’re the boring category. We target people who want cellular phones for the safety and convenience.”
Most of those people are seniors. Founded in 1995, Consumer Cellular has carved out a niche targeting older users with simple, inexpensive and no-contract cell phone plans — with basic service starting at $10 a month. The company grossed about $263 million last year, up from $44.6 million in 2007.
Almost 20 years after Marick and co-founder Greg Pryor identified a void in the marketplace — “the cell phone was a luxury item then; nobody was trying to make it affordable,” Marick observes — Consumer Cellular is growing strong yet faces a few challenges ahead. More competitors are entering the low-cost wireless space. Plus, Consumer Cellular’s target market, the over-50 set, is becoming increasingly tech savvy, “making it harder for us to get our message out,” Marick says.
To stay competitive, Consumer Cellular is setting its sights on an initiative that might seem a contradiction in terms: adapting the ultimate tech status symbol for customers who care little about tech or status. That device would be the smartphone, a product Marick says “could be our next big thing.”
Consumer Cellular — which employs about 800 people, including Marick’s wife, Tami, and sister, Jill Leonetti (both are part of the management team) — has enjoyed its share of next big things. During its first 10 years, the company focused almost exclusively on the Oregon market. That changed in 2005, when Consumer Cellular signed an agreement with AT&T to buy and resell space on the wireless conglomerate’s network. “That’s what really made us a true national player,” Marick says.
In 2009 the company forged a partnership with another big player, the AARP, giving Consumer Cellular a direct line to the association’s 40 million members. That relationship helped grow the company’s customer count from about 30,000 in 2006 to more than 1 million today.
Thursday, December 11, 2014
BY APRIL STREETER
Democratic gains pave the way for a revival of environment and labor bills as revenue reform languishes.
Friday, October 31, 2014
BY LINDA BAKER | OB EDITOR
Why are there so few transportation startups in Portland? The city’s leadership in bike, transit and pedestrian transportation has been well-documented. But that was then — when government and nonprofits paved the way for a new, less auto centric way of life.
Tuesday, December 02, 2014
BY LINDA BAKER
A conversation with attorney Erich Merrill about the latest way to raise money from large groups of people.
Thursday, December 11, 2014
BY JESSICA RIDGWAY
Lawger upends the typical hourly based fee model by letting clients determine the cost.
Monday, November 10, 2014
BY KIM MOORE | OB RESEARCH EDITOR
A market for low-carbon transportation fuels has a chance to flourish in Oregon if regulators adopt the second phase of the state’s Clean Fuels Program.
Thursday, December 04, 2014
BY JACOB PALMER | OB DIGITAL NEWS EDITOR
Nothing says startup culture like a ping pong table in the office, lounge or lobby.
Wednesday, November 26, 2014
BY NISHANT BHAJARIA | OP-ED CONTRIBUTOR
By now, anyone who knows about it has a position on President Obama’s executive order on immigration. The executive order is the outcome of failed attempts at getting a bill through the normal legislative process. Both Obama and his predecessor came close, but not close enough since the process broke down multiple times.
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