which were snapped up by customers. Adam Cooper reports, and gives a rundown on what customers can expect to pay.

Customers swarmed into cellphone shops yesterday after the Bermuda Telephone Company launched the long-awaited MAX -- a revamped digital mobile service shrouded in secrecy with a mystery ad campaign.

BTC Mobility unveiled the new digital PCS service with "value-added features'', calling plans and other high-tech services. Nokia 5120 phones also went on sale for $100 at BTC Mobility dealerships in conjunction with the launch -- the digital phones normally retail for about $400.

"BTC Mobility is the only service provider on the island to offer both analogue and digital cellular service,'' a company press release said.

"What this means for customers is enhanced services such as greater clarity, privacy and enhanced talk time.'' BTC Mobility Product Manager Firoz Kassam said the project was one year in the making and cost over $3 million.

"We are very excited about MAX,'' he said. "BTC is trying to convert as many of its customers as possible to digital while signing new ones on as well.

Mr. Kassam said the company plans to deliver e-mail, stock information, news and sports scores to customers' phone screens in the near future. Prepaid services, which have become popular in the UK and US, are also in the pipeline.

The network equipment was supplied by Nortel (formerly Northern Telecom), and company executives were on hand at BTC's headquarters on Victoria Street for the launch.

Nortel's year-to-date revenues total more than $3.3 billion, making the company one of the world's leading wireless infrastructure providers.

BTC Mobility operates 11 cell sites on the Island, with more planned. The company currently serves some 15,000 customers.

Spokespersons for Telecom and the Cellular Centre both said their stores were packed yesterday and very busy.

"I'm very excited about it all,'' said a salesperson at the Cellular Centre, on Church Street.

"The packages are excellent and have a lot to offer.'' Brian MacDonald, financial controller for Telecom, said: "The ad campaign was very good. We expected this response and are very pleased.'' He expected to have phones in stock for the remainder of this week and into next week.

Mel Bennett of Island Satellite said he may even place another order for the phones because they were so popular. The launch of the new PCS service comes just two months after Bermuda Digital Communications introduced its CellularOne analogue service in the hope of swaying BTC customers.

CellularOne offers calling packages similar to BTC's and some free services are included. But the company's digital network will not be operational for another six to nine months.

Company CEO Kurt Eve said there had been no noticeable drop in customers visiting the Reid Street store yesterday.

"We've known this was coming for a long time,'' he said. "BTC filed for its tariffs in January.

"It is beneficial for the Bermudian public because they have more choice.'' And he maintained that CellularOne's prices, customer service and network were still better than BTC's.

"We invite anyone who has a MAX phone to come along and try it on our network,'' he said. "We have a very sophisticated analogue system that provides quality service.'' Connected: BTC president Lorraine Lyle and Development & Opportunity Minister Terry Lister.