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Securicor Drives into Car Phone Retailing

Securicor, best known for its security guards, cash-in-transit and express parcels services, is on a major drive to secure a dominant share of the growing market for in-car communications. The company plans to open up at least 20 Securicor Carphone shops in key UK markets by January 1983, which will put car telephone and radiotelephone services into retail outlets for the first time. A joint venture with British Telecom (BT), called Securitel, will offer nationwide direct dialing service for car telephone owners by 1984, when BT’s extended radiotelephone frequencies will have been given an official go-ahead by the government. Don Hockman Creative Marketing will be instrumental in launching a national press advertising campaign to coincide with the opening of the first 10 Securicor Carphone outlets. The Carphone operation is the company’s first real move into retailing and marks yet another significant development in its strategy of diversification.
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Oliver, Brian

Full text: [Marketing] Sep 23, 1982