May 1, 2002 Britney's Wireless Fan Club Solves Marketing Dilemma; Wireless Fan Access, Samsung, Britney Spears team for promotion; Brief Article A Britney Spears wireless phone promotion created by Wireless Fan Access (WFX) and Samsung circumvents one problem facing the developing wireless entertainment marketing arena: It works on any phone carrier's system, as long as the user has a digital phone capable of text messaging. Most wireless entertainment promotions are hampered by incompatible systems that cannot send and receive text messages between different phone carriers. WFX and Samsung created a fan club that uses a $ 19.99 "membership" card that consumers can buy at one of 500 participating Best Buy outlets beginning May 5. The card gives users a three-month subscription to 25 voice and text messages from Spears, plus lifestyle and fashion tips, exclusive logos and pictures, and monthly contests and prizes. Each card contains a PIN-number that users must enter on their first call to receive three-month access. Consumers can renew for another three months for $ 14.99 or for six months for $ 24.99. The retail package for the membership card includes a replica tour laminate, lanyard and exclusive decal. The Spears card is promoted on the front page of Best Buy's May 5 FSI and direct mail circular. Britneyspears.com began promoting the service in early April, and WFX/Samsung-branded end-caps appear in Best Buy outlets through June. A radio contest promotes the fan club in the top 30 tour markets, offering the chance to win tickets to Spears's summer tour, a ride on her tour bus and WFX and Samsung products. Samsung is also a tour supporter. Steve Lux, GM of WFX, says the deal is structured as a straight licensing arrangement, with Spears earning royalties based on the wholesale price of the card. Lux says the promotion is aimed at 13- to 24-year-olds, and notes that teens and young adults make up a growing portion of the more than 100 million U.S. mobile phone users.