U S WEST's success in this endeavor was for multiple reasons which included their then-innovative use of "test-markets" for staggered roll-outs of new calling features in middle-sized cities such as Boise, Idaho, Minneapolis, Minnesota, and Phoenix, Arizona before releasing them on a wider scale.
As a result of its rapid "bring-to-market" abilities and continued success in the advances in technology, the company quickly adopted a new slogan- "Life's better here." .