The venture won a patchwork of PCS licenses to fill in the areas where its cellular company partners did not already have licenses, thereby gaining virtually nationwide coverage. In a recent prepared statement, Lee Cox said that AirTouch, U S West, Bell Atlantic Nynex Mobile and PCS PrimeCo expect to announce in early April a national branding strategy centered on the TalkAlong product. Cox is chairman and chief executive officer of AirTouch Cellular and vice chairman of AirTouch Communications. U S West Cellular will assume the AirTouch Cellular company brand name in May, in advance of their merger, which is anticipated for late this year. U S West Cellular developed TalkAlong, which so far has sold more than 200,000 cellular units nationwide through mass market retailers.