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Special Report – As the Post-271 World Turns

Posted: 03/2000

Where to Find the Best Customers for Prepaid Services
Pinpointing Ethnic Populations

Use of prepaid cards by ethnic callers continues to be a strong source of growth for
the U.S. prepaid communications industry, according to research by ATLANTIC-ACM (www.atlantic-acm.com). The diverse ethnicities in
the United States offer service providers many opportunities for niche marketing, the
research firm says.

To be sure, the marketing approach need vary from group to group. For example, reports
ATLANTIC-ACM, Asians, Cubans and Colombians are more brand conscious than are Hispanics,
who are typically rate conscious. And while some ethnic callers may also be credit
challenged, it is not always the case.

A growing trend in the ethnic prepaid card industry is international origination cards
that allow U.S. callers to purchase telephone time for relatives and friends in other
countries.

In order to be successful reaching these highly qualified targets, prepaid
communications services providers need to know where to find them. PHONE+ enlisted
the services of CACI Marketing Inc. (www.demographics.caci.com)
to pinpoint ethnic populations in the United States.

The maps show where ethnic groups congregate by county. The red patches, for example,
show that Asian-Americans and Asian immigrants are prevalent in Hawaii, along the West
Coast.

Use these maps to narrow your marketing plans. By enlisting the help of a demographic
analyst such as CACI, you can get more detailed profiles of your target geographies for
direct mail campaigns or for prospecting potential distribution points.

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Map: Native American Population Map

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Map: Hispanic Population Map

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Map: Black Population Map

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Map: Native American Population Alaska Map

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Map: White Population Map

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Map: Asian Population Alaska Map

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Map:White Population Alaska Map

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Map: Asian Population Map

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Map: Other Population Map

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Map: White Population Hawaii Map

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Map: Asian Population Hawaii Map


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