Telecard companies are vigorously targeting various retail segments to build brand identity, retail presence and market share. Chief among the tactics being used are increasingly aggressive pricing, new products and marketing efforts aimed at specific retail segments. In July, Sprint sharply lowered its prices per minute, in effect adding more value to its set denomination cards. "Retailers want to be sure the cards are good value," said Marlene Waltz, director of prepaid card sales and ...

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