users per capita, according to an article in Wired magazine.

"There has been a big increase in the last two years,'' agreed Kevin Davis, manager of Audio Visual Electronics in Somerset.

"The number (of cellular phones) we sell varies depending on holidays and other factors but I would say we average about 100 cell phone sales a month.'' Since the BTC Cell Network first came on line in February 1997, locals have jumped at the chance to own a cellular phone. At present there are more than 13,500 local mobility users on the Island.

And this number seems set to increase in the near future when Bermuda Digital Communications starts up its operations this spring.

"We believe there is room for us and that the market will continue to grow,'' said Bermuda Digital Communications marketing manager Elaine Joe, referring to the 20 percent growth rate recorded in a July 1997 survey on the local cellular phone market.

Bermuda Digital Communication's five existing phone towers throughout the Island will enable them to challenge BTC Mobility's monopoly of the local market, which can only be good news for the consumer.

"Our rates will be about the same as BTC's, but we will be offering more flexibility.'' revealed Ms Joe. "We will be offering tailored packages to high volume users, for example, and special incentives for social users.'' Cellular phones prove popular At present there is only one package available to local cellular phone users through the Bermuda Telephone Company. Consumers pay a flat rate of $25 per month and then are charged air time and billed on a per minute basis regardless of frequency of use.

However, local users still enjoy lower rates than some of their North American counterparts. According to the BTC's web page, the rate for cellular phone users in certain parts of Canada can be as high as 75 cents per minute compared to the 30 cents per minute local peak charge.

BDC are investigating the possibility of using the five existing cellular phone dealers on the Island who presently have contracts with BTC. Other options being considered by the communications company are going directly into the retail market themselves or using new dealers.

BTC general manager Firoz Kassam could not be reached for comment.

MAGAZINE NJ