Call them trendy, useful, necessary, annoying or status symbols. The fact is, cellular phones are everywhere, especially at Northwestern.
Cell phones have been popular on campus for several years, but 75 percent of this year’s freshman class boasts ownership of the tiny technology, according to Tom Board, director of technology support services. At the same time, more cell phone stores are opening up in Evanston.
College students made up 20 percent of the business at US Cellular’s first week in its Evanston location, said John Ferri, a wireless business consultant who oversees the new store.
Communication junior Natasha Little said she cannot imagine life without a cell phone.
“I lived without a cell phone for a long time,” Little said. “But now I need it to reach people — like if we’re meeting somewhere or even if I see something funny and want to tell someone about it right away.”
Students should be aware they are a driving force behind the cell phone industry and should be aware how phones are designed and marketed, Ferri said.
“The college market has driven the way manufacturers make phones,” he said.
Cell phone popularity among college students is responsible for phone features such as interchangeable faceplates, text messaging, photo capture capability and customized ringtones, Ferri said. College students want these options to express their individuality.
Students also play a important role in the changing landscape of long-distance communications, said Tom Hopkins, an AT&T representative. Students often use long-distance services to call home and faraway friends.
“Typically these days a cell phone can provide a much lower rate (for long distance),” said Josh Boy, a supervisor for CampusLink services from PaeTec Communication, Inc., NU’s long-distance provider.
PaeTec charges six cents a minute for long-distance service, lower than many local and long-distance services but more than most cell-phone plans cost per minute. With an average plan running about $40, Ferri said cell phones are affordable for the average student.
“Usually companies like (US Cellular) now give nationwide long distance free,” Ferri said. “It’s less expensive to have a cell phone.”
As more people, particularly students, are using their cell phones to make cheaper long distance calls, traditional providers are trying to fill the gap in their markets, industry representatives said.
AT&T has reported steadily declining quarterly revenues and, in a recent release, specifically cited technologies such as cell phones as a major factor in the declines.
According to a quarterly earnings report released Thursday, AT&T revenues declined 8.3 percent over the past year to $12 billion. According to the report, “The quarter’s lower revenue was primarily due to continued declines in long distance voice services.”
Hopkins said: “There has been some of what we call technology substitution. That has had some residual effect, but we still have lots and lots of relationships with universities.”
AT&T has a program that supplies college campuses with long-distance service. NU used that service until two years ago, when it switched to PaeTec because of lower rates, Board said.
AT&T tries to maintain the college student market by selling other services popular with students such as prepaid phone cards, Hopkins said.
PaeTec adopted a different strategy to keep a handle on its market.
“(Wireless) takes a toll on business,” Boy said. “It’s nothing new. We try to market around it.”
He said PaeTec works to keep rates as low as possible and promotes good customer service and the benefits of traditional service, such as clear connections.
But Ferri said the convenience, safety and fashion appeal of cell phones will continue to have a major impact on the communications market.
The convenience of being mobile already has won over Little. Having owned a cell phone for five years, she said her cell phone almost completely has replaced her traditional line.
“I feel like the (regular) phone just sits there, like it’s a piece of furniture,” Little said.
