First Call Communications was established in 1989, handling a series of corporate mobile phone accounts. With the objective to build a company on the highest levels of customer service and professionalism, First Call was soon selected by Vodafone to operate one of the first Vodafone Centres in the country. With its first store in Clifton, Bristol open, annual turnover increased four fold by the end of the first trading year. A second outlet was opened in Bristol town Centre and a year later turnover had subsequently almost doubled. Two further stores opened during the next two years, and again turnover doubled by September 1997. As confusion grew in the market place over the number of Vodafone branded stores in the high street, First Call's stores were re-branded "The Word" in early '98 via service provider, ‘Mobile Telecom Plc’, alongside others in the South West. The Word's branding introduced a new and innovative design and shop-fit. With the subsequent launch and marketing initiatives, First Call's sales saw a healthy increase. As an independent franchisee for "The Word", First Call has been responsible for the brand's development and the subsequent success in this part of the country. Trading as "The Word", First Call has assumed increasing levels of customer service and a professional approach. It is thought to be unmatched in the industry. In March 1998, First Call secured a prestigious site in one of the country's largest and most recent, out of town shopping Centres, Cribbs Causeway in Bristol. It became First Calls flagship store as it beat many of the UK's major multiple phone operators to a tenancy - a further endorsement of the company's quality and professional retailing approach. The need for a dedicated Service Centre soon became apparent. All customers were offered a free loan phone while theirs was in for repair, both in and out of warranty. However, a fast, tailored repair service would further develop First Call's commitment to service. Quality and experienced personnel were sourced to established the company's own service centre. The Service Centre enabled the company to offer a superior service to that of its competitors in the area, increasing sales and streamlining operations. In November 1998, the Service Centre became one of only 6 in the country to achieve a 'level one status' for repairs to all Ericsson phones. Instant repairs on these phones can now be achieved in most cases, offering a 'while you wait' service. Due to demand on this aspect of the business, further engineers have recently been appointed. Heavy investment has been made in IT Support, First Call's sales system handles all stock control requirements, sales transactions, customer data base, all invoicing and account duties, and numerous essential reports. This combined with our on-line instant credit-checking systems has proven to improve customer satisfaction and eliminate error. To improve productivity First Call linked up to service provider Mobile Telecom via ISDN links from all branches to increase efficiency on the administration of changes tariff changes, lifting of international and roaming bars, change of billing addresses, and numerous other services. In 1998 First Call developed a designated corporate department to specifically cater for business-to-business and multiple connection clients. Experienced and highly qualified account executives manage a corporate base of over 1700 prestigious organisations, which is rapidly expanding on a daily basis. A combination of in-house and external training is provided for all staff. Experience from corporate, data and service departments is passed amongst the organisation and a series of formal courses are also undertaken throughout the year. The company holds bi-weekly meetings, which includes training on new products, tariffs and services. Management members visit each store every week, conducting appraisals, which ensure the company's professional standards are maintained, and all staff members have attained excellent results in the 'Vodafone Academy'. The sales staff are set monthly targets and have very good incentives to ensure these targets are met. August 1999 saw a further addition to First Call’s stores, with a further flagship site in the Regent Arcade, Cheltenham, which increased its presence north of Bristol. First Call continues to invest heavily in their web site as they recognise the huge opportunities the Internet can offer and the way it can provide their clients with an even faster and better service. First Call also supports several charities such as, "Marie Curie Cancer Care", and frequently donates phones and other products to schools and hospitals. First Call also took part in "Children's Promise Appeal" unique fund raising campaign in late 1999, to help provide a better future for the children of the new Millennium. A pound was donated for every phone connected in November and December. First Call boasts the highest levels of customer service and professionalism, rapid growth and technological investment. The company possesses qualities no other small retailer has, thus enabling First Call to maintain the leading position in the market. First Call have recently won the prestigious Mobile News National Industry Award for 'Small Retailer of the Year 2000', beating off stiff competition from thousands of entrants. Presented by Jim Davidson at the London Hilton, other notable winners were; Nokia who won Best Manufacturer, Motorola won most Technological Advance with their L7089 Timeport. The award reinforces First Call's commitment to quality service. Following Vodafone’s acquisition of Mobile Telecom, the retail division was re-branded to “Mobile Phone Centre” (MPC) at the beginning of 2002, broadening the proposition to include all four major U.K. networks and an exclusive new shop fit and retail customer experience. Direct access to Vodafone resources has strengthened First Call’s position, but they remain independent and continue to offer all four U.K. networks. Within this new retail brand the growth continued in 2001 with another store in Bristol, Queens Road, opposite the ‘University of Bristol’ focusing its efforts on students, professors and the local business community. First Call supplies and supports all products and services related to the cellular industry and is ideally placed as a mobile communication specialist, to maximise its sales and growth plans with the raft of new products and services being introduced by the U.K. networks. These include Vodafone Live! Which is a stepping-stone to the third generation handsets. It provides multimedia handsets with built in camera, audio and full colour display. Pictures can be taken, an audio note attached and sent to other compatible handsets, or to an email address. Following the huge success of text messages, picture messages are the latest technology which is guaranteed to be a massive hit.