year Micon took over the marketing of the MCM and subsequently concluded a deal with Pacific Bell (who coined the term "TDD") to purchase MCMs and rent them to deaf telephone subscribers for $30 per month. After Micon formed an alliance with APCOM, Michael Cannon (Micon), Paul Conover (Micon), and Andrea Saks (APCOM) successfully petitioned the California Public Utilities Commission (CPUC), resulting in a tariff that paid for TTY devices to be distributed free of cost to deaf persons. Micon produced over 1,000 MCMs per month, resulting in approximately 50,000 MCMs being disseminated into the deaf community. Before he left Micon in 1980, Michael Cannon developed several computer compatible variations of the MCM and a portable, battery operated printing TTY, but they were never as popular as the original MCM. Newer model TTYs could communicate with selectable codes that allow communications at a higher bit rate on those models similarly equipped. However, the lack of true computer interface functionality spelled the demise of the original TTY and its clones. During the mid-1970s, other so-called portable telephone devices were being cloned by other companies, and this was the time period when the term "TDD" began being used largely by those outside the deaf community. Text messaging and the Def-Tone System (DTS) This relay system became known commonly as the Def-Tone System (DTS) because the tones representing letters of the alphabet were eventually carried in tones outside the range of human hearing. Today, this is commonly called multi-tap because you press a number 1, 2 or 3 times to get a corresponding letter. In 1994 Joseph Alan Poirier, a college student-worker, recommended using the system to send texts to forklifts to improve delivery of parts to the assembly line at GM Powertrain in Toledo, Ohio, and sending a text to pagers. He recommended taking pagers to alphanumeric displays incorporating the same system in discussions with the pager supplier for Outback Steakhouse and having relays put in the forklifts to ping alert messages to the pagers used in that system. He called it text messaging, coining the phrase. It is theorized that when Toyota forklift was allegedly hired by GM for this work, one of the subcontractors, Kyocera, utilized the work for the Toyota forklift company to create text messaging for cell phones. Marsters Award In 2009, AT&T received the James C. Marsters Promotion Award from TDI (formerly Telecommunications for the Deaf, Inc.)