360 COMMUNICATIONS CO
10-Q, 1997-08-11
TELEPHONE COMMUNICATIONS (NO RADIOTELEPHONE)
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                       SECURITIES AND EXCHANGE COMMISSION
                              WASHINGTON, DC 20549
                               -------------------

                                    FORM 10-Q
(Mark One)
   |X|       QUARTERLY REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE
                         SECURITIES EXCHANGE ACT OF 1934
                  For the quarterly period ended June 30, 1997
                                       OR
            TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE
                         SECURITIES EXCHANGE ACT OF 1934
              For the transition period from _________ to _________

                         Commission file number 1-14108


                           360 COMMUNICATIONS COMPANY
             (Exact name of registrant as specified in its charter)


                                    Delaware
                 (State or other jurisdiction of incorporation)


                                   47-0649117
                      (I.R.S. Employer Identification No.)


                              8725 W. Higgins Road
                                Chicago, Illinois
                                   60631-2702
                                 (773) 399-2500
          (Address and telephone number of principal executive offices)


       Indicate by check mark whether the  registrant  (1) has filed all reports
required to be filed by Section 13 or 15(d) of the  Securities  Exchange  Act of
1934  during  the  preceding  12 months  (or for such  shorter  period  that the
registrant was required to file such reports),  and (2) has been subject to such
filing requirements for the past 90 days. Yes X No


       On August 5, 1997,  121,837,901  shares of the registrant's  Common Stock
were outstanding.


<PAGE>

                                TABLE OF CONTENTS


                          PART I. FINANCIAL INFORMATION

Item 1.   Financial Statements.............................................. 1

Item 2.   Management's Discussion and Analysis of Financial Condition 
          and Results of Operations..........................................6


                           PART II. OTHER INFORMATION

Item 1.   Legal Proceedings..................................................*

Item 2.   Changes in Securities .............................................*

Item 3.   Defaults Upon Senior Securities....................................*

Item 4.   Submission of Matters to a Vote of Security Holders...............12

Item 5.   Other Information..................................................*

Item 6.   Exhibits and Reports on Form 8-K..................................12
- ---------------
* No reportable information under this item.


When used in this Report, the words "intends,"  "expects," "plans," "estimates,"
"anticipates,"  "projects,"  "believes," and similar expressions are intended to
identify forward-looking statements.  Specifically,  statements included in this
Report that are not historical facts,  including  statements about the Company's
beliefs and expectations about continued market and industry growth, and ability
to maintain existing churn, customer growth and increased penetration rates, are
forward-looking   statements.   Such   statements   are  subject  to  risks  and
uncertainties  that could cause actual results or outcomes to differ materially.
Such risks and  uncertainties  include,  but are not  limited  to, the degree to
which the Company is leveraged and the restrictions imposed on the Company under
its existing debt instruments that may adversely affect the Company's ability to
finance its future operations, to compete effectively against better capitalized
competitors and to withstand downturns in its business or the economy generally;
the continued downward pressure on the prices charged for cellular equipment and
services resulting from increased competition in the Company's markets; the lack
of assurance  that the  Company's  ongoing  network  improvements  and scheduled
implementation  of digital  technology in its markets will be sufficient to meet
or exceed the capabilities and quality of competing networks;  the effect on the
Company's  operations and financial  performance of changes in the regulation of
cellular activities; the degree to which the Company incurs significant costs as
a result of cellular  fraud;  the impact on the  Company's  operations  that may
arise from concerns  suggesting cellular telephones may be linked to cancer; and
the other factors  discussed in the Company's  filings with the  Securities  and
Exchange Commission,  including the factors discussed under the heading "Certain
Risk  Factors"  in the  Information  Statement  set forth as  Exhibit  99 to the
Company's Form 10 (File No.  1-14108),  which section is hereby  incorporated by
reference herein.  Forward-looking statements included in this Report speak only
as of the date  hereof and the Company  undertakes  no  obligation  to revise or
update such statements to reflect events or circumstances  after the date hereof
or to reflect the occurrence of unanticipated events.

                                        i
<PAGE>


                          PART I. FINANCIAL INFORMATION

Item 1.  Financial Statements.

                   360 COMMUNICATIONS COMPANY AND SUBSIDIARIES
                           CONSOLIDATED BALANCE SHEETS
                                 (In thousands)



                                                     June 30,      December 31,
            ASSETS                                    1997            1996
            ------                                --------------  -------------
Current Assets                                      (Unaudited)
Cash and cash equivalents                         $      8,108    $      2,554
Accounts receivable, less allowances
  of $6,243 and $5,730,  respectively                  101,672         102,483
Other receivables                                       32,945          27,090
Unbilled revenue                                        36,091          35,712
Inventory                                               32,771          35,908
Deferred income taxes                                   10,894           8,462
Prepaid expenses and other                              10,170          16,634
                                                  -------------   -------------
    Total current assets                               232,651         228,843
                                                  -------------   -------------

Property, plant and equipment                        1,556,847       1,499,407
Less: accumulated depreciation                         466,360         415,981
                                                  -------------   -------------
Property, plant and equipment, net                   1,090,487       1,083,426
                                                  -------------   -------------

Investments in unconsolidated entities                 443,466         349,231
Intangibles, net                                     1,140,733       1,136,587
Other assets                                            16,798          13,982
                                                  -------------   -------------
    Total Assets                                  $  2,924,135    $  2,812,069
                                                  =============   =============

            LIABILITIES AND SHAREOWNERS' EQUITY
            -----------------------------------
Current Liabilities
Trade accounts and other payables                 $    191,938    $    227,654
Short-term borrowings                                   10,845          43,750
Advance billings                                        30,656          28,314
Accrued taxes                                           29,997          17,951
Accrued agent commissions                                7,643          12,089
Other                                                   22,385          21,090
                                                  -------------   -------------
    Total current liabilities                          293,464         350,848
                                                  -------------   -------------

Long-term debt                                       1,844,577       1,699,778
                                                  -------------   -------------

Deferred Credits and Other Liabilities
Deferred income taxes                                  118,868         113,005
Postretirement and other benefit obligations             5,980           5,855
                                                  -------------   -------------
    Total deferred credits and other liabilities       124,848         118,860
                                                  -------------   -------------

Minority interests in consolidated entities            184,945         180,083
                                                  -------------   -------------

Shareowners' Equity
Common stock                                             1,233           1,233
Additional paid-in capital                             754,748         772,199
Accumulated deficit                                   (279,680)       (310,932)
                                                  -------------   -------------
    Total shareowners' equity                          476,301         462,500
                                                  -------------   -------------
    Total liabilities and shareowners' equity     $  2,924,135    $  2,812,069
                                                  =============   =============


     The accompanying  Notes are an integral part of the Consolidated  Financial
Statements.

                                        1
<PAGE>

<TABLE>
<CAPTION>

 
                   360 COMMUNICATIONS COMPANY AND SUBSIDIARIES
                        CONSOLIDATED STATEMENTS OF INCOME
                    (In thousands, except per share amounts)
                                   (Unaudited)



                                           For the Three Months For the Six Months
                                              Ended June 30,      Ended June 30,
                                           -------------------- -------------------
                                             1997       1996      1997      1996
                                           ---------  --------- --------- ---------
<S>                                        <C>        <C>       <C>       <C> 
Operating Revenues
Service revenues                           $328,834   $263,560  $622,804  $494,314
Equipment sales                              11,428     10,613    24,304    19,554
                                           ---------  --------- --------- ---------
     Total operating revenues               340,262    274,173   647,108   513,868
                                           ---------  --------- --------- ---------

Operating Expenses
Cost of service                              40,283     22,205    81,772    44,344
Cost of equipment sales                      24,394     25,355    52,843    45,964
Other operations expense                     17,012     11,783    32,005    24,326
Sales, marketing and advertising expenses    55,673     47,649   116,254    94,619
General, administrative and other expenses   80,207     64,243   153,299   122,257
Depreciation and amortization                46,833     35,157    92,362    68,154
                                           ---------  --------- --------- ---------
     Total operating expenses               264,402    206,392   528,535   399,664
                                           ---------  --------- --------- ---------

Operating Income                             75,860     67,781   118,573   114,204
Interest expense                            (32,843)   (24,274)  (64,033)  (54,102)
Minority interests in net income
   of consolidated entities                 (16,208)   (13,861)  (25,917)  (24,325)
Equity in net income of
   unconsolidated entities                   14,755     14,348    27,918    24,020
Other income (expense), net                     (27)      (137)    2,987       322
                                           ---------  --------- --------- ---------
Income before income taxes                   41,537     43,857    59,528    60,119
Income tax expense                           19,730     19,573    28,276    28,855
                                           ---------  --------- --------- ---------
     Net income                            $ 21,807   $ 24,284  $ 31,252  $ 31,264
                                           =========  ========= ========= =========

Earnings per share                         $   0.18   $   0.21  $   0.25  $   0.27
                                           =========  ========= ========= =========

Weighted average shares
   outstanding                              122,580    117,066   122,996   117,048
                                           =========  ========= ========= =========



     The accompanying  Notes are an integral part of the Consolidated  Financial
Statements.

                                        2
</TABLE>
<PAGE>



                 360 COMMUNICATIONS COMPANY AND SUBSIDIARIES
                      CONSOLIDATED STATEMENTS OF CASH FLOWS
                                 (In thousands)
                                   (Unaudited)

                                                       For the Six Months
                                                         Ended June 30,
                                                   ---------------------------
                                                       1997            1996
                                                   ------------   ------------
Operating Activities
Net income                                         $    31,252    $    31,264
Adjustments to reconcile net income to net
  cash provided by operating activities:
     Depreciation and amortization                      92,362         68,154
     Deferred income taxes                               3,431         11,919
     Gain on sale of cellular investments               (3,029)
     Equity in net income of unconsolidated
       entities, net of distributions                  (16,472)       (14,891)
     Minority interests in net income of
       consolidated entities                            25,917         24,325
     Changes in operating assets and liabilities, 
          excluding acquisitions
        Receivables, net                                (1,814)       (12,010)
        Other current assets                             5,016         (6,529)
        Trade accounts and other payables              (24,770)        26,573
        Accrued expenses and other
            current liabilities                         (1,040)         7,759
        Noncurrent assets and liabilities, net          (2,944)           255
     Other, net                                          3,084             (2)
                                                   ------------   ------------
Net Cash Provided by Operating Activities              110,993        136,817
                                                   ------------   ------------

Investing Activities
Capital expenditures                                   (89,520)      (143,942)
Acquisitions and divestitures                          (19,957)      (109,642)
Investments in unconsolidated entities and other       (80,156)        (2,476)
                                                   ------------   ------------
Net Cash Used for Investing Activities                (189,633)      (256,060)
                                                   ------------   ------------

Financing Activities
Net (payments) borrowings under bank revolving 
     credit facility                                   (55,000)       490,000
Proceeds from long-term debt                           200,000        900,000
Debt issuance costs                                     (1,609)       (15,229)
Net short-term (payments) borrowings                   (32,905)        24,950
Purchases of common stock for treasury                 (18,878)
Increase in advances from affiliates                                  135,892
Contributions from minority investors                                   4,597
Distributions to minority investors                     (8,322)        (7,075)
Repayment of advances from affiliates                              (1,400,000)
Other, net                                                 908         (4,308)
                                                   ------------   ------------
Net Cash Provided by Financing Activities               84,194        128,827
                                                   ------------   ------------

Increase in Cash and Cash Equivalents                    5,554          9,584
Cash and Cash Equivalents at Beginning of Period         2,554         19,023
                                                   ------------   ------------
Cash and Cash Equivalents at End of Period         $     8,108    $    28,607
                                                   ============   ============


     The accompanying  Notes are an integral part of the Consolidated  Financial
Statements.

                                        3

<PAGE>



                   360 COMMUNICATIONS COMPANY AND SUBSIDIARIES

          NOTES TO UNAUDITED INTERIM CONSOLIDATED FINANCIAL STATEMENTS


1.  Basis of Consolidation and Presentation

     360  Communications   Company  and  Subsidiaries  (the  "Company")  provide
wireless voice and data telecommunications  services. The Company also currently
markets  residential  long distance  service and resells  paging  service in the
states in which the Company provides wireless service. The Company operates as a
general and limited  partner and majority  owner of cellular  systems in various
metropolitan  and  rural  service  areas and as a limited  minority  partner  or
manager in other cellular  systems.  The Company operates in four regions in the
United States: Mid-Atlantic, Midwest, Southeast and West.

     The accompanying  consolidated financial statements include the accounts of
the Company and its wholly owned and  majority-owned  subsidiaries.  The assets,
liabilities  and  results of  operations  of  entities  (both  corporations  and
partnerships)  in  which  the  Company  has a  controlling  interest  have  been
consolidated.  The ownership interests of noncontrolling owners in such entities
are  reflected  as  minority  interests.  The  Company  accounts  for all  other
investees using the equity method of accounting.  All  significant  intercompany
accounts and transactions have been eliminated.

     The  unaudited  consolidated  financial  statements  have been  prepared in
conformity with generally  accepted  accounting  principles and are presented in
accordance  with the  rules  and  regulations  of the  Securities  and  Exchange
Commission  applicable  to  interim  financial  information.  In  the  Company's
opinion, the unaudited consolidated financial statements include all adjustments
necessary to present fairly the financial position and results of operations for
each interim period  presented.  All such  adjustments are of a normal recurring
nature.  These  financials  should be read in conjunction  with the consolidated
financial  statements,  including the notes  thereto,  included in the Company's
1996 Annual Report.

     Certain 1996 amounts have been  reclassified to conform to the presentation
used for the three and six months ended June 30, 1997.

2.  Earnings Per Share

     Earnings per share was computed using weighted average shares  outstanding,
including common stock equivalents, totaling 122,579,873 and 117,065,513 for the
three months ended June 30, 1997 and 1996,  respectively,  and  122,995,723  and
117,047,971 for the six months ended June 30, 1997 and 1996, respectively.

     In February 1997, the Financial Accounting Standards Board issued Statement
of  Financial  Accounting  Standards  ("SFAS")  No. 128  "Earnings  per  Share,"
effective for both interim and annual  periods  ending after  December 15, 1997.
SFAS No. 128  requires  companies  to disclose  basic and diluted  earnings  per
share. Basic earnings per share will be calculated based on the weighted average
common shares  outstanding  and will exclude common stock  equivalents  from the
calculation.  Due to the relative  insignificance  of the Company's common stock
equivalents and other potentially dilutive instruments, the requirements of SFAS
No. 128, based on current  circumstances,  will not have a significant effect on
the Company's earnings per share calculations.




                                        4
<PAGE>




3.  Acquisitions and Divestitures

     In January 1997, the Company  acquired  additional  ownership  interests in
certain majority-owned  partnerships and divested ownership interests in certain
unconsolidated  entities.  During the second  quarter of 1997,  the  Company and
BellSouth Corporation ("BellSouth") combined their interests in two partnerships
that own and control  cellular  licenses and operations in Virginia and Florida.
The resulting partnership is owned approximately 75% by BellSouth and 25% by the
Company,  with the Company  taking over as manager of the cellular  operation in
Virginia.   The  Company   divested  its  ownership   interest  in  one  of  its
unconsolidated entities, as well as in one of its controlled markets, during the
second  quarter  of 1997.  In  addition,  the  Company  acquired  the  remaining
ownership interest in one of its controlled markets during the second quarter of
1997.

4.  Income Taxes

     The  estimated  annual  effective  tax rate was 47.5% for the three and six
months  ended  June  30,  1997,   differing  from  the  statutory  rate  due  to
nondeductible amortization of goodwill and state income tax expense.




 
                                        5

<PAGE>


Item 2. Management's Discussion and Analysis of Financial Conditions and Results
        of Operations.


General

      The following is a discussion  and analysis of the  historical  results of
operations   and  financial   condition  of  360   Communications   Company  and
Subsidiaries  (the  "Company")  and factors  affecting the  Company's  financial
resources.  This discussion  should be read in conjunction with the consolidated
financial  statements,  including  the notes  thereto,  set forth  herein  under
"Financial  Statements"  and the Company's 1996 Annual Report.  This  discussion
contains  forward-looking  statements  which are  qualified by reference to, and
should  be  read  in  conjunction  with,  the  Company's   discussion  regarding
forward-looking   statements   as  set  forth  herein   under   "Forward-Looking
Statements."


Results of Operations

Customer Growth Rate

      The number of cellular  customers  increased to 2,379,000 at June 30, 1997
from 1,750,000 at June 30, 1996, resulting in a 35.9% increase.  The increase in
cellular  customers was impacted by 138,000 customers acquired during the fourth
quarter of 1996.  For the three months ended June 30, 1997 and 1996, the Company
added 98,000 and 107,000 customers,  respectively,  through internal growth. For
the six months ended June 30, 1997, the Company added 223,000  customers through
internal growth, while in the corresponding 1996 period, customer growth through
acquisitions  added  46,600  customers  and internal  growth  added  202,000 new
customers.  The  Company's  penetration  rate,  which is the number of customers
divided by the total population in its licensed service areas,  reached 9.77% at
June 30, 1997  compared to 8.36% at June 30, 1996.  The average  monthly rate of
customer  disconnects,  customer  churn,  was 1.69% and 1.77%,  during the three
months  ended June 30,  1997 and 1996,  respectively,  and l.78%  during the six
months ended June 30, 1997 and 1996.

Service Revenues

         Service revenues consist primarily of charges for airtime, access fees,
roaming fees and other services. Service revenues increased 24.8% and 26% in the
three and six months ended June 30, 1997 when compared to the corresponding 1996
periods,  principally from growth in the number of cellular customers.  Expanded
distribution, increased promotional activity, and improved consumer awareness of
wireless  communications are key factors  contributing to the Company's customer
growth. In addition,  acquisitions  completed in 1996 contributed to an increase
of  approximately  $22.8 million and $45.4  million in service  revenues for the
three and six months ended June 30, 1997, respectively.

      Consistent  with  the  rest of the  cellular  industry,  the  Company  has
experienced  increased  penetration in the consumer market, a trend attributable
to declining  cellular  telephone  equipment  prices and  increased  promotional
activities (i.e., packaging,  special rate plans), an increased awareness of the
benefits  of  cellular  communications,   widespread  distribution  channels  in
consumer-oriented  retail  locations and expanded network coverage and capacity.
The Company expects this trend to continue. Service revenue per average customer
per month was $46.86 and $51.73  during the three months ended June 30, 1997 and
1996,  respectively,  and $45.47 and $50.61 during the six months ended June 30,
1997 and 1996,  respectively.  New  customers  generally  use less  airtime than
existing  customers,  causing the average service revenue per customer per month
to decline. As a result, service revenue growth has not kept pace with the level
of growth in the number of customers.  Also impacting the decline in the average
service revenue per customer per month was an increase in promotional activities
in 1997.  Promotional  activities,  which includes free minutes and free access,
increased  to 3.9% and 3.8% of  service  revenues  for the three and six  months
ended  June 30,  1997 from 2% of  service  revenues  when  compared  to the same
periods last year. The Company expects that service revenue per average customer
per month will continue to decline as penetration rates continue to increase.

                                       6

<PAGE>

      Roaming  airtime minutes  increased  during the three and six months ended
June 30, 1997,  while  roaming  revenues as a percent of service  revenues  have
declined.  The Company expects that roaming rates between carriers will continue
to be reduced which  reduces  revenues  derived from cellular  service users who
roam into the Company's systems. The Company expects roaming airtime to increase
as reduced roaming rates between carriers are ultimately passed on to customers.

      Future  revenue  growth  will be  impacted  by the  Company's  success  in
maintaining customer growth in existing markets,  generating  additional revenue
from the increasing availability of a variety of enhanced services and products,
and acquiring additional cellular  communications  systems to further strengthen
its existing regional clusters.  The growth rate of new customers is expected to
decline as the  Company's  customer  base  grows.  Revenue  growth  will also be
impacted by the  Company's  long  distance  and paging  businesses.  The Company
currently  markets  residential long distance service and resells paging service
in the  states in which the  Company  provides  wireless  service.  An  improved
competitive  position,  reduced cellular churn and increased brand awareness are
expected as the long distance and paging services businesses mature.

Cost of Service

      Excluding the impact of roaming  activities  and long  distance  expenses,
cost of service as a  percentage  of service  revenues was 7.3% and 7.8% for the
three months ended June 30, 1997 and 1996,  respectively,  and 7.8% and 8.2% for
the six  months  ended  June 30,  1997 and 1996,  respectively.  The  effects of
renegotiated long distance contracts with Sprint Corporation (effective May 1997
and March  1996)  and  reduced  interconnection  rates  paid to local  telephone
companies are key factors  favorably  impacting  the declining  trend in cost of
service as a percentage of service revenues.

      Roaming margins associated with the Company's customers roaming into other
carriers'  markets declined in the three and six months ended June 30, 1997 when
compared  to the same  periods  last year,  resulting  in an increase in cost of
service as a percent of service revenues. The decline in margins is attributable
to increased  competitive pressures to reduce rates for such roaming traffic and
an increase in unbillable  fraudulent roaming  activities.  As part of a pricing
simplification  effort, the Company  implemented new roaming rate plans in early
1997 which continue to reduce margins in the second quarter of 1997. The Company
expects  that the  industry-wide  trend to  reduce  rates  will  continue,  thus
stimulating an increase in cellular telephone usage, resulting in an increase in
roaming  airtime.  To the extent reduced retail rates stimulate  increased usage
and the Company is able to negotiate  reduced wholesale roaming rates with other
carriers, the effects of discounted rates will be somewhat mitigated.

      Unauthorized usage of customers'  telephone numbers resulted in unbillable
fraudulent  roaming  activities that approximated 1% of service revenues for the
three months ended June 30, 1997 and 1996, and 2% and 1% of service revenues for
the six months  ended June 30,  1997 and 1996,  respectively.  The  increase  in
unbillable  fraudulent roaming activity was the result of a significant increase
in the level of fraud  activity in several  markets during the fourth quarter of
1996 and the first quarter of 1997. The Company  believes it will continue to be
impacted by fraudulent roaming activities on a going-forward basis and continues
to proactively invest in new systems and technologies to reduce the incidence of
fraud.

Cost to Acquire New Customers

      Cost to acquire a new  cellular  customer  was $303 and $313 for the three
months ended June 30, 1997 and 1996, respectively, and $297 and $320 for the six
months  ended June 30, 1997 and 1996,  respectively.  The decline in the cost to
acquire a new cellular  customer is principally  the result of additional  costs
associated with the introduction of the Company's new brand name incurred during
the three and six months ended June 30, 1996, as well as,  continued  decline in
the wholesale prices for cellular phones.


                                       7

<PAGE>


      To improve sales and reduce costs associated with acquiring new customers,
the Company  continues  to depend  more upon its own sales force  working out of
Company   retail  outlets  and  kiosks  located  in  shopping  malls  and  other
non-company owned retail locations.  Incremental sales costs at a Company retail
store or  kiosk  are  significantly  lower  than  commissions  paid to  national
dealers.  Although  the Company  intends to continue to support its large dealer
network,  continued  increases  in its  own  retail  distribution  channels  are
planned.  The Company has  experienced  little change in churn levels,  a factor
further contributing to the Company's ability to manage the costs of maintaining
and growing its customer base. The Company is unable to anticipate the impact of
the cost to add new customers as savings  associated  with the transition to the
use of internal sales  distribution  channels levels off, the growth rate of new
customers declines and competition for local and national dealers intensifies.

      During the three and six months ended June 30, 1997, sales,  marketing and
advertising expenses were impacted by $3 million and $5.4 million, respectively,
of costs associated with the Company's long distance business.

Other Operations Expense and General Administrative and Other Expenses

      Other operations  expense and general,  administrative  and other expenses
increased due  principally to growth in the cellular  customer base.  During the
three  months  ended  June 30,  1997 and 1996,  these  expenses  as a percent of
service revenues were 29.6% and 28.8%, respectively,  and 29.8% and 29.7% during
the six months ended June 30, 1997 and 1996,  respectively.  The slight increase
for the respective periods is the result of increases in bad debt levels.

Depreciation and Amortization

      Acquisitions of cellular communications systems generate intangible assets
such as Federal  Communications  Commission license costs and goodwill which are
amortized  over 40 years.  During the three and six months  ended June 30, 1997,
amortization   expense   increased   52.9%  and  55.8%  when   compared  to  the
corresponding  periods in 1996 due principally to acquisitions  completed during
the fourth quarter of 1996. The Company periodically  assesses the ongoing value
of  these  intangible  assets  and  expects  the  carrying  amounts  to be fully
recoverable.

      During the three and six months ended June 30, 1997,  depreciation expense
increased 29.7% and 31.8% when compared to the corresponding periods in 1996 due
to the acquisition of depreciable  assets and additional  capital  investment in
the Company's network.


Interest Expense

      Interest expense increased in the three and six months ended June 30, 1997
when  compared to the  corresponding  prior year  periods due to the increase in
borrowing  levels.  The  annualized  average  interest rate for the three months
ended June 30, 1997 and 1996 was 7.2% and 6.8%, respectively,  and 7.2% and 7.4%
for the  six  months  ended  June  30,  1997  and  1996,  respectively.  Current
borrowings consist of $450 million of 7 1/8% Senior Notes due 2003, $450 million
of 7 1/2% Senior  Notes due 2006,  $200  million of 7.6% Senior  Notes due 2009,
$122 million of subordinated  promissory  notes and borrowings under a revolving
credit  facility  ("Credit  Facility")  with interest  rates based on the London
Interbank  Offered  Rate  plus  50  basis  points.  The  Company  also  utilizes
short-term borrowings based on market interest rates.


                                       8

<PAGE>


Equity in Net Income of Unconsolidated Entities

      Equity in net income of unconsolidated  entities  represents the Company's
share of  operating  results of cellular  systems in which the Company  does not
have a controlling  interest.  Equity  earnings  increased for the three and six
months ended June 30, 1997,  when compared to the prior year periods,  primarily
as a result of increased  income generated by minority  cellular  investments in
markets  that  continue  to  mature.   Income  generated  by  minority  cellular
investments may not continue to grow at the pace  experienced in prior years due
to increased competition in the higher populated urban markets and the Company's
strategy to exchange its minority cellular  investments for increased  ownership
interests in its  controlled  markets or other  markets in which it could obtain
control.

Competition

      Cellular  carriers compete  primarily  against the other  facilities-based
cellular carrier in each market. However, companies with Personal Communications
Services  ("PCS")  licenses  have begun to offer their  products and services in
several of the Company's  service  areas.  The Company has prepared for this new
competitive  environment  by  enhancing  its  networks,  expanding  its  service
territory,  offering new  features,  products and services to its  customers and
simplifying its pricing of services.  The Company  believes it will benefit from
its position as an incumbent in the cellular field with a high quality  network,
extensive  geographic  footprint  that  is  not  capacity  constrained,   strong
distribution  channels,  superior customer service and an experienced management
team.  However,  there can be no assurance that these  measures will  completely
mitigate the pressures associated with the expected increase in the level of PCS
competition.

Liquidity and Capital Resources

Cash Flows - Operating Activities

      The  decrease in net cash  provided by  operating  activities  for the six
months  ended June 30, 1997 was due  primarily to the  significant  construction
activity  incurred  during the fourth quarter of 1996 which resulted in elevated
accrued expense levels during that period.  Current operating activities reflect
payments made in 1997 for 1996  accruals and a decrease in the accrued  expenses
related to construction activity for the six months ended June 30, 1997.

Cash Flows - Investing Activities

      Capital  expenditures  were $89.5  million and $143.9  million for the six
months  ended June 30,  1997 and 1996,  respectively.  The  decrease  in capital
expenditures  was the result of various  timing  issues  affecting  construction
activities  in the  first  half of  1997.  Total  capital  expenditures  for the
calendar year 1997 are projected to be $300 million.

      On a limited basis,  the Company has increased its ownership  interests in
certain of its controlled markets.  To the extent feasible,  the Company intends
to exchange some or all of its minority  investments in cellular  communications
systems for  increased  ownership  interests  in its  controlled  markets or for
ownership interests in new markets in which it could obtain control.

      In the first quarter of 1996, the Company acquired cellular  properties in
South  Carolina,  North  Carolina and Ohio and acquired  additional  partnership
interests in Florida. The aggregate purchase price of these acquisitions totaled
$110 million.  In the first quarter of 1997, the Company  divested its ownership
interests  in  two of its  unconsolidated  entities.  In  connection  with  this
transaction,  the Company  recognized  a gain of $3 million in other  income ($2
million,  net of tax). The Company also acquired additional  ownership interests
in two of its controlled markets during the first quarter of 1997.

      In the second  quarter of 1997,  the  Company  and  BellSouth  Corporation
("BellSouth")  combined their interests in two partnerships that own and control
cellular  licenses  and  operations  in  Virginia  and  Florida.  The  resulting
partnership is owned approximately 75% by BellSouth and 25% by the Company, with
the Company taking over as manager of the cellular operation in Virginia.



                                       9


<PAGE>

      The Company divested its ownership  interests in one of its unconsolidated
entities, as well as in one of its controlled markets, during the second quarter
of 1997. In addition,  the Company acquired the remaining  ownership interest in
one of its controlled markets during the second quarter of 1997.

Cash Flows - Financing Activities

      As part of its cash management  program,  the Company utilizes  short-term
borrowings   based  on  market   interest   rates  to  support  its  daily  cash
requirements. The aggregate amount of these borrowings is limited to $50 million
under certain debt covenants.

      In the first quarter of 1997, the Company issued $200 million in aggregate
principal amount of its 7.6% Senior Notes due 2009. The net proceeds received by
the Company from the sale of these debt  securities were used to repay a portion
of the Company's long-term indebtedness outstanding under the Credit Facility.

      During the second  quarter of 1997,  the  Company  purchased  1.2  million
shares of the  Company's  Common Stock at an average  price of less than $16 per
share.  The Company's  Board of Directors  authorized  the repurchase of up to 3
million shares of the Company's Common Stock through May 1, 1998. The shares may
be purchased from time to time on the open market at prevailing prices,  subject
to market conditions.

Liquidity and Capital Requirements

      Substantial  capital is  required  to expand  and  operate  the  Company's
existing  cellular  systems  and to acquire  interests  in  additional  cellular
systems.  The Company has  increased  borrowings to the extent its existing cash
needs have not been met  through  existing  cash  resources  and cash flows from
operations.  Existing cash resources,  internally generated funds and borrowings
have been used to meet the Company's capital requirements.

      The Company expects to make capital expenditures,  excluding acquisitions,
of  approximately  $300  million  in 1997.  Funding  for these  expenditures  is
expected to be derived from existing cash resources, cash flows from operations,
borrowings under the Credit Facility and the issuance of debt securities.  These
expenditures  will be made to expand  and  enhance  existing  cellular  systems,
install digital  technology in the Company's  greater  Raleigh,  North Carolina,
service area and replace equipment in recently acquired markets.

      For the next several years,  the Company does not expect its operations to
generate  sufficient  cash flows to meet both future  capital  requirements  for
operating  activities  and  cash  requirements  for  acquisitions  of  ownership
interests in cellular communications systems. Acquisition activities may include
acquisitions of new cellular communications systems or additional investments in
cellular  communications systems in which the Company already holds an ownership
interest.  The Company  expects that it will need to raise  additional  funds to
make such investments. An agreement, which was designed to preserve the tax-free
status  of the  Company's  spinoff  from  Sprint  Corporation,  imposes  certain
limitations  associated with equity  transactions.  Accordingly,  the Company is
prohibited  from  issuing  preferred  stock and is limited  as to the  aggregate
amount of  additional  common  stock  that it can issue,  unless an  unqualified
opinion of counsel or ruling from the Internal  Revenue Service states that such
action would not cause the spinoff to be taxable.  At June 30, 1997, the Company
was limited to issuing up to an  additional  16.5 million  common  shares.  This
limitation expires on March 7, 1998.

      The Company  believes  that it will have the needed  access to the capital
markets on suitable terms and that,  together with  borrowings  under the Credit
Facility,  the issuance of unsecured debt securities and/or warrants to purchase
debt securities under a shelf  registration  statement filed with the Securities
and  Exchange  Commission  and net cash  provided  by  operations,  it will have
adequate capital to satisfy its projected funding requirements for operations in
1997 and thereafter.  The Company currently does not intend to seek funding from
other sources during 1997.  There can be no assurance that access to the capital
markets can be obtained in amounts and on terms  adequate to meet its objectives
or that the borrowings or net cash from  operations will be adequate to meet the
Company's projected funding requirements.



                                       10


<PAGE>


      At June 30, 1997,  the Company had $625 million of borrowings  outstanding
under the Credit Facility and additional  borrowing  capacity under the terms of
the Credit Facility of $160 million.


Forward-Looking Statements

     When  used  in  this  Report,  the  words  "intends,"  "expects,"  "plans,"
"estimates," "projects," "believes,"  "anticipates," and similar expressions are
intended  to  identify  forward-looking  statements.  Specifically,   statements
included in this  Report that are not  historical  facts,  including  statements
about the Company's beliefs and expectations about continued market and industry
growth,  and ability to maintain  existing churn,  customer growth and increased
penetration rates, are forward-looking  statements.  Such statements are subject
to risks and uncertainties that could cause actual results or outcomes to differ
materially.  Such risks and uncertainties  include,  but are not limited to, the
degree to which the Company is  leveraged  and the  restrictions  imposed on the
Company  under its  existing  debt  instruments  that may  adversely  affect the
Company's  ability to  finance  its future  operations,  to compete  effectively
against  better  capitalized  competitors  and  to  withstand  downturns  in its
business or the economy generally; the continued downward pressure on the prices
charged for cellular equipment and services resulting from increased competition
in the  Company's  markets;  the lack of assurance  that the  Company's  ongoing
network  improvements and scheduled  implementation of digital technology in its
markets will be  sufficient  to meet or exceed the  capabilities  and quality of
competing  networks;  the  effect  on the  Company's  operations  and  financial
performance of changes in the regulation of cellular  activities;  the degree to
which the Company incurs  significant  costs as a result of cellular fraud;  the
impact on the  Company's  operations  that may arise  from  concerns  suggesting
cellular  telephones may be linked to cancer; and the other factors discussed in
the Company's filings with the Securities and Exchange Commission, including the
factors  discussed  under the heading  "Certain Risk Factors" in the Information
Statement set forth as Exhibit 99 to the Company's  Form 10 (File No.  1-14108),
which  section  is hereby  incorporated  by  reference  herein.  Forward-looking
statements  included  in this  Report  speak only as of the date  hereof and the
Company  undertakes no obligation to revise or update such statements to reflect
events or  circumstances  after the date hereof or to reflect the  occurrence of
unanticipated events.


                                       11


<PAGE>



                           PART II: OTHER INFORMATION

Item 4.  Submission of Matters to a Vote of Security Holders.

      On May 6, 1997, the Company held its Annual Meeting of  Shareowners.  Four
matters were  submitted to a vote of the holders of the Company's  Common Stock,
$0.01 par value,  entitled  to vote at the  meeting and the number of votes cast
with respect to each matter are as follows:

      Proposal 1 to elect three directors, constituting Class I of the Company's
Board of  Directors,  to serve a  three-year  term  expiring  at the 2000 Annual
Meeting of Shareowners:  104,649,517 shares voted for Frank E. Reed, and 748,681
shares withheld;  104,598,309 shares voted for Robert E. R. Huntley, and 799,889
shares  withheld;  and  104,622,405  shares  voted for Valerie B.  Jarrett,  and
775,793 shares withheld.

      Proposal  2  to  approve  the  Company's  Employee  Stock  Purchase  Plan:
102,776,518 shares voted for this proposal,  2,074,328 shares voted against, and
547,352  shares  abstained.  No broker  non-votes were cast with respect to this
proposal.

      Proposal 3 to approve  the  Company's  Amended  and  Restated  1996 Equity
Incentive  Plan:  96,621,028  shares voted for this proposal,  8,030,562  shares
voted against, and 746,608 shares abstained.  No broker non-votes were cast with
respect to this proposal.

      Proposal 4 to ratify the  selection of Ernst & Young LLP as the  Company's
independent   accountants   for  the  fiscal  year  ending  December  31,  1997:
104,808,568  shares voted for this proposal,  245,090 shares voted against,  and
344,540  shares  abstained.  No broker  non-votes were cast with respect to this
proposal.

Item 6.  Exhibits and Reports on Form 8-K.

(a)   Exhibits:

      Exhibits are listed in the Exhibit Index.

(b)   Reports on Form 8-K:

      On Current Report on Form 8-K, dated April 15, 1997,  under "Item 5. Other
Events," the Company filed a press release  announcing its consolidated  results
for the first quarter of 1997.




                                       12

<PAGE>



                                    SIGNATURE


       Pursuant to the  requirements of the Securities and Exchange Act of 1934,
the  registrant  has duly  caused  this report to be signed on its behalf by the
undersigned thereunto duly authorized.


                                       360 COMMUNICATIONS COMPANY


                                       By:   /s/ Jeffery R. Gardner
                                             Jeffery R. Gardner
                                             Senior Vice President - Finance
                                             (Principal Accounting Officer)


Date:  August 11, 1997









                                       13

<PAGE>





                                  EXHIBIT INDEX


Exhibit
Number                          Description of Exhibits
- ------                          -----------------------

2.1         Distribution  Agreement  dated  as of March 7,  1996,  by and  among
            Sprint  Corporation,  360  Communications  Company  (formerly Sprint
            Cellular Company) and Centel Corporation. (Filed as Exhibit 2 to the
            Company's  Annual  Report on Form  10-K for the  fiscal  year  ended
            December 31, 1995,  File No.  1-14108,  and  incorporated  herein by
            reference.)

2.2         Exchange  and Merger  Agreement,  dated as of May 31,  1996,  by and
            among Independent  Cellular Network  Partners,  James A. Dwyer, Jr.,
            David Winstel,  CC Industries,  Inc.,  Ohio Cellular RSA, L.P., Ohio
            RSA  Corporation,  Quality  Cellular  Communications  of Ohio, Inc.,
            Cellular  Plus,   L.P.,   C-Plus,   Inc.,   Quality   Cellular  Plus
            Communications, Inc., Henry Crown and Company (Not Incorporated) and
            360 Communications  Company.  (Filed as Exhibit 2.2 to the Company's
            Quarterly  Report on Form 10-Q for the  quarterly  period ended June
            30, 1996, File No. 1-14108, and incorporated herein by reference.)

2.3         First  Amendment  to  Exchange  and  Merger  Agreement,  dated as of
            November  1,  1996,  by  and  among  Independent   Cellular  Network
            Partners,  James A. Dwyer, Jr., David Winstel, CC Industries,  Inc.,
            Ohio Cellular RSA,  L.P.,  Ohio RSA  Corporation,  Quality  Cellular
            Communications  of Ohio, Inc.,  Cellular Plus, L.P.,  C-Plus,  Inc.,
            Quality Cellular Plus Communications,  Inc., Henry Crown and Company
            (Not Incorporated) and 360 Communications Company. (Filed as Exhibit
            2.3 to the Company's  Current  Report on Form 8-K dated  November 1,
            1996, File No. 1-14108, and incorporated herein by reference.)

3.1         Amended  and   Restated   Certificate   of   Incorporation   of  360
            Communications  Company,  as amended as of March 4, 1996.  (Filed as
            Exhibit  3.1 to the  Company's  Annual  Report  on Form 10-K for the
            fiscal  year  ended  December  31,  1995,  File  No.  1-14108,   and
            incorporated herein by reference).

3.2         Amended and Restated Bylaws of 360 Communications Company. (Filed as
            Exhibit  3.2 to the  Company's  Annual  Report  on Form 10-K for the
            fiscal  year  ended  December  31,  1995,  File  No.  1-14108,   and
            incorporated herein by reference).

3.3         Certificate  of  Designation  of First Series  Junior  Participating
            Preferred Stock of 360 Communications Company. (Filed as Exhibit 3.3
            to  Amendment  No.  4 to  Registration  Statement  on Form  S-1 (No.
            33-99756), and incorporated herein by reference.)

4.1         360 Communications  Company's 7 1/8% Senior Note Due 2003 and 7 1/2%
            Senior Note Due 2006.  (Filed as Exhibit 4.1 to the Company's Annual
            Report on Form 10-K for the fiscal  year ended  December  31,  1995,
            File No. 1-14108, and incorporated herein by reference).

4.2         Indenture  dated as of  March 7,  1996  between  360  Communications
            Company and Citibank, N.A., as Trustee. (Filed as Exhibit 4.2 to the
            Company's  Annual  Report on Form  10-K for the  fiscal  year  ended
            December 31, 1995,  File No.  1-14108,  and  incorporated  herein by
            reference).

4.3         Form of 360  Communications  Company Common Stock,  $0.01 par value,
            certificate. (Filed as Exhibit 4.3 to the Company's Annual Report on
            Form 10-K for the fiscal  year ended  December  31,  1995,  File No.
            1-14108, and incorporated herein by reference).

4.4         Rights   Agreement   dated  as  of  March  5,   1996   between   360
            Communications  Company and Chemical Bank. (Filed as Exhibit 10.3 to
            the  Company's  Annual Report on Form 10-K for the fiscal year ended
            December 31, 1995,  File No.  1-14108,  and  incorporated  herein by
            reference).


                                       14

<PAGE>


4.5         Form of 360  Communications  Company's  Subordinated  Non-Negotiable
            Promissory Note (included in Exhibit 2.2 to the Company's  Quarterly
            Report on Form 10-Q for the  quarterly  period  ended June 30, 1996,
            File No. 1-14108, and incorporated herein by reference).

4.6         Indenture dated as of March 1, 1997 from 360 Communications  Company
            to  Citibank,  N.A.,  as  Trustee.  (Filed  as  Exhibit  4.6  to the
            Company's  Current Report on Form 8-K dated March 17, 1997, File No.
            1-14108, and incorporated herein by reference.)

4.7         360  Communications  Company's 7.60% Senior Note Due 2009. (Filed as
            Exhibit 4.7 to the Company's  Current Report on Form 8-K dated March
            17, 1997, File No. 1-14108, and incorporated herein by reference.)

10.5        360   Communications   Company  Amended  and  Restated  1996  Equity
            Incentive Plan. *

27          Financial Data Schedule.

- ----------
*  Indicates management contract or compensating plan or arrangement.





                                       15















                           360 COMMUNICATIONS COMPANY

                           1996 EQUITY INCENTIVE PLAN




           (As amended and restated effective as of December 10, 1996)




<PAGE>



                                TABLE OF CONTENTS

1.  Purpose. ...............................................................  1
2.  Definitions.............................................................  1
3.  Scope of the Plan.......................................................  6
4.  Administration..........................................................  6
5.  Eligibility.............................................................  8
6.  Conditions to Grants....................................................  8
7.  Non-transferability..................................................... 14
8.  Exercise ............................................................... 14
9.  Loans and Guarantees.................................................... 17
10.  Notification under Section 83(b)....................................... 18
11.  Mandatory Tax Withholding.............................................. 18
12.  Elective Share Withholding............................................. 18
13.  Termination of Employment.............................................. 19
14.  Plans of Foreign Subsidiaries.......................................... 22
15.  Substituted Awards..................................................... 22
16.  Securities Law Matters................................................. 23
17.  No Employment Rights................................................... 23
18.  No Rights as a Stockholder............................................. 23
19.  Nature of Payments..................................................... 23
20.  Non-uniform Determinations............................................. 23
21.  Adjustments............................................................ 24
22.  Amendment of the Plan.................................................. 24
23.  Termination of the Plan................................................ 25
24.  No Illegal Transactions................................................ 25
25.  Controlling Law........................................................ 25
26.  Severability........................................................... 25


                                       -i-


<PAGE>



        Introduction.  The 360 Communications Company Equity Incentive Plan (the
"Plan"),  as established by 360 Communications  Company, a Delaware  corporation
(the  "Company"),  effective  as of March  7,  1996,  as  amended  and  restated
effective  April 9, 1996,  is hereby  further  amended and restated as set forth
below, effective as of December 10, 1996.

        1.  Purpose.  The Plan is  intended  to allow  employees  to  acquire or
increase equity ownership in the Company, thereby strengthening their commitment
to the  success of the Company and  stimulating  their  efforts on behalf of the
Company,  and to assist the Company in  attracting  new  employees and retaining
existing employees.

        2.  Definitions.

        The terms set forth below have the following  meanings (such meanings to
be applicable to both the singular and plural forms):

        (a) "Award" means options,  including incentive stock options and reload
options,  Restricted Shares,  Bonus Shares,  stock  appreciation  rights (SARs),
LSARs, or performance shares granted under the Plan.

        (b) "Award  Agreement"  means the  written  agreement  by which an Award
shall be evidenced.

        (c)  "Board" means the Board of Directors of the Company.

        (d) "Bonus  Shares"  means Shares that are awarded to a Grantee  without
cost and  without  restrictions  in  recognition  of past  performance  (whether
determined  by  reference  to another  employee  benefit  plan of the Company or
otherwise)  or as an  incentive  to  become  an  employee  of the  Company  or a
Subsidiary.

        (e) "Cause" means (I) before the occurrence of a Change of Control,  any
one or more of the  following,  as determined by the Committee (in the case of a
Section 16 Grantee) or the Vice  President,  Human  Resources of the Company (in
the case of any other Grantee):

               (A) a Grantee's  commission  of a crime which is likely to result
        in injury to the Company or a Subsidiary;

               (B) the material  violation by the Grantee of written policies of
        the Company or a Subsidiary;

               (C) the habitual neglect by the Grantee in the performance of his
        or her duties to the Company or a Subsidiary; or

               (D) the action or inaction in  connection  with his or her duties
        to the Company or a  Subsidiary  resulting  in a material  injury to the
        Company or a Subsidiary; and


                                       -1-


<PAGE>



        (ii)  from  and  after  the  occurrence  of a  Change  of  Control,  the
occurrence of any one or more of the following,  as determined in the good faith
and  reasonable  judgment of the Committee (in the case of a Section 16 Grantee)
or the Vice President,  Human Resources of the Company (in the case of any other
Grantee):

               (A)  Grantee's   conviction  for  committing  an  act  of  fraud,
        embezzlement,  theft, or any other act  constituting a felony  involving
        moral turpitude or causing material harm, financial or otherwise, to the
        Company,

               (B) a  demonstrably  willful and deliberate act or failure to act
        which is committed  in bad faith,  without  reasonable  belief that such
        action or inaction is in the best interests of the Company, which causes
        material harm, financial or otherwise,  to the Company (but only if such
        act or inaction is not  remedied  within 15 business  days of  Grantee's
        receipt of written  notice from the Company  which  describes the act or
        inaction in reasonable detail), or

               (C) the consistent gross neglect of duties,  or wanton negligence
        by the Grantee in the performance of the Grantee's duties.

        (f)  "Change of Control" means any one or more of the following:

               (i) the  acquisition or holding by any person,  entity or "group"
(within the meaning of Section 13(d)(3) or 14(d)(2) of the 1934 Act), other than
by the Company or any Subsidiary or any employee  benefit plan of the Company or
a Subsidiary,  of beneficial  ownership  (within the meaning of Rule 13d-3 under
the  1934  Act) of 30% or  more  of the  then-outstanding  Common  Stock  or the
then-outstanding Voting Power of the Company; provided,  however, that no Change
of Control shall occur solely by reason of any such acquisition by a corporation
with  respect  to  which,  after  such  acquisition,  more  than 60% of both the
then-outstanding  common  shares and the  then-outstanding  Voting Power of such
corporation are then-beneficially owned, directly or indirectly,  by the persons
who were the  beneficial  owners of the Common  Stock  immediately  before  such
acquisition,   in  substantially   the  same  proportions  as  their  respective
ownership,  immediately before such acquisition,  of the then-outstanding Common
Stock and Voting Power of the Company; or

               (ii)  individuals  who, as of the Effective Date,  constitute the
Board (the  "Incumbent  Board")  cease for any reason to  constitute  at least a
majority of the Board; provided that any individual who becomes a director after
the Effective  Date whose  election or nomination  for election by the Company's
stockholders  was approved by at least a majority of the Incumbent  Board (other
than an election or  nomination of an  individual  whose  initial  assumption of
office is in connection with an actual or threatened  election  contest relating
to the election of the  directors of the Company (as such terms are used in Rule
14a-11  under the 1934  Act))  shall be  deemed to be a member of the  Incumbent
Board; or


                                       -2-


<PAGE>



               (iii) approval by the  stockholders  of the Company of any one or
more of the following:

                      (A)  a  merger,   reorganization   or  consolidation   (an
"Extraordinary  Transaction")  with  respect  to  which  persons  who  were  the
respective  beneficial  owners  of the  Common  Stock  immediately  before  such
Extraordinary  Transaction would not, if such Extraordinary  Transaction were to
be consummated  immediately  after such  stockholder  approval (but otherwise in
accordance  with the terms  presented  in  writing  to the  stockholders  of the
Company for their approval), beneficially own, directly or indirectly, more than
60% of both the then-outstanding  common shares and the then-outstanding  Voting
Power of the  corporation  resulting  from such  Extraordinary  Transaction,  in
substantially  the same proportions as their respective  ownership,  immediately
before such Extraordinary Transaction,  of the then-outstanding Common Stock and
Voting Power of the Company,

                      (B) a liquidation or dissolution of the Company or

                      (C) the sale or other  disposition of all or substantially
all of the  assets of the  Company  in one  transaction  or a series of  related
transactions.

Notwithstanding  the foregoing,  a Change in Control will not occur with respect
to any person who is, by agreement or  understanding  (written or otherwise),  a
participant on such person's own behalf in a transaction which causes the Change
in Control to occur.

        (g) "Change of Control  Value" means the Fair Market Value of a Share on
the date of a Change of Control.

        (h) "Code" means the  Internal  Revenue  Code of 1986,  as amended,  and
regulations and rulings  thereunder.  References to a particular  section of the
Code include references to successor provisions.

        (i) "Committee"  means the committee of the Board appointed  pursuant to
Section 4(a).

        (j)  "Common  Stock"  means the common  stock,  $.01 par  value,  of the
Company.

        (k)  "Company" -- see the introductory paragraph.

        (l)  "Disability"  means a mental or physical  condition which qualifies
for benefits under the 360  Communications  Company Basic  Long-Term  Disability
Plan and results in a duration of at least 24 months of  continuous  disability.
For purposes of this Plan, the Disability  shall be deemed to have been incurred
at the end of such 24-month period.

        (m)  "Disqualifying Disposition" -- see Section 6(c)(vi);


                                       -3-


<PAGE>



        (n)  "Effective Date" means March 7, 1996;

        (o) "Eligible  Employee"  means any employee  (including any officer) of
the Company or any Subsidiary, including any such employee who is on an approved
leave of absence or layoff,  or has been subject to a disability  which does not
qualify as a Disability;

        (p)  "Extraordinary Transaction" -- see Section 2(f)(iii).

        (q) "Fair Market  Value" of an equity  security as of any date means the
average of the high and low sales price of such security on such date (or, if no
sale of such security was reported for such date, on the next  preceding date on
which a sale  of such  security  was  reported)  as  reported  in the  principal
consolidated  transaction  reporting system for the New York Stock Exchange (or,
if such  security  is not listed on the New York Stock  Exchange,  on such other
national  exchange  or the  over-the-counter  market on which such  security  is
principally  traded);  provided  that if such Fair  Market  Value as of any date
cannot be so  determined,  such Fair  Market  Value shall be  determined  by the
Committee by whatever  means or method as it, in the good faith  exercise of its
discretion, shall at such time deem appropriate.

        (r) "Good  Reason"  means  shall mean the  occurrence  after a Change of
Control,  without a Grantee's prior written  consent,  of any one or more of the
following:

               (I) the assignment to the Grantee of any duties which result in a
        material  adverse change in the Grantee's  position  (including  status,
        offices,  titles,  and reporting require ments),  authority,  duties, or
        other  responsibilities  with the  Company,  or any other  action of the
        Company which  results in a material  adverse  change in such  position,
        authority, duties, or responsibilities,  other than an insubstantial and
        inadvertent  action  which is  remedied by the  Company  promptly  after
        receipt of notice thereof given by the Grantee,

               (ii) any relocation of the Grantee of more than 35 miles from the
        place  where  the  Grantee  was  located  at the time of the  Change  in
        Control, or

               (iii) a material reduction or elimination of any component of the
        Grantee's  rate of  compensation,  including  (x) base  salary,  (y) the
        annual  incentive  payment  or (z)  benefits  or  perquisites  which the
        Grantee was receiving immediately prior to a Change in Control.

        (s)  "Grant Date" -- see Section 6(a)(i).

        (t)  "Grantee" means an individual who has been granted an Award.

        (u) "Immediate Family" means, with respect to a particular Grantee, such
Grantee's spouse, children and grandchildren.


                                       -4-


<PAGE>



        (v) "including" or "includes" means "including,  without limitation," or
"includes, without limitation", respectively.

        (w)  "LSAR" means a limited stock appreciation right.

        (x) "Mature  Shares" means Shares for which the holder  thereof has good
title,  free and clear of all  liens and  encumbrances,  and which  such  holder
either  (I) has held for at least six months or (ii) has  purchased  on the open
market.

        (y)  "Minimum  Consideration"  means $.01 per Share or such other amount
that is from time to time  considered  to be capital for purposes of Section 154
of the Delaware General Corporation Law.

        (z) "1934 Act" means the Securities Exchange Act of 1934.  References to
a  particular  section of, or rule under,  the 1934 Act  include  references  to
successor provisions.

        (aa)  "Option Price" means the per share exercise price of an option.

        (bb)  "Option  Term" means the period  beginning on the Grant Date of an
option and ending on the  expiration  date of such  option,  as specified in the
Award  Agreement for such option and as may, in the  discretion of the Committee
and consistently  with the provisions of the Plan, be extended from time to time
prior to the expiration date of such stock option then in effect.

        (cc)  "Performance Percentage" -- see Section 6(g)(i)(C).

        (dd)  "Performance Period" -- see Section 6(g)(i)(B).

        (ee)  "Plan" -- see the introductory paragraph.

        (ff)  "Reload Option" -- see Section 6(d).

        (gg)  "Required Withholding" -- see Section 11(a);

        (hh)  "Restricted  Shares"  means  Shares  that are that are  subject to
forfeiture if the Grantee does not satisfy the conditions specified in the Award
Agreement applicable to such Shares.

        (ii) "Rule  16b-3"  means  Rule 16b-3 of the SEC under the 1934 Act,  as
amended from time to time, together with any successor rule.

        (jj)  "Retirement"  means a termination  of employment by a Grantee upon
attaining  either  (I) age 55 with 10 years of  service  as an  employee  of the
Company or a Subsidiary or (ii) age 65 with at least five years of service as an
employee of the Company or a Subsidiary.


                                       -5-


<PAGE>



        (kk)  "SAR" means stock appreciation right.

        (ll)  "SEC" means the Securities and Exchange Commission.

        (mm)  "Section  16 Person"  means a person  who is subject to  potential
liability  under  Section  16(b) of the 1934 Act with  respect  to  transactions
involving equity securities of the Company.

        (nn)  "Share" means a share of Common Stock.

        (oo)  "Strike Price" -- see Section 6(e)(ii).

        (pp)  "Subsidiary"  means,  for  purposes of grants of  incentive  stock
options,  a  corporation  as  defined  in  Section  424(f) of the Code (with the
Company  being  treated  as  the  employer  corporation  for  purposes  of  this
definition) and, for all other purposes,  a United States or foreign corporation
with respect to which the Company owns,  directly or indirectly,  50% or more of
the then-outstanding common stock.

        (qq) "10% Owner" means a person who owns capital stock  (including stock
treated as owned under Section 424(d) of the Code)  possessing  more than 10% of
the total  combined  voting power of all classes of capital stock of the Company
or any Subsidiary.

        (rr)   "Voting   Power"   means  the   combined   voting  power  of  the
then-outstanding  securities of a corporation  entitled to vote generally in the
election of directors

        3. Scope of the Plan.  Subject to  adjustment as provided in Section 21,
the total number of Shares  available  for grant under the Plan in each calendar
year for which the Plan is in effect  shall be one  percent  (1.0%) of the total
outstanding  Shares as of the first day of such year;  provided that such number
shall be  increased  in any year by the  number  of Shares  available  for grant
hereunder in previous years but not covered by Awards granted  hereunder in such
years; and provided further,  that, subject to adjustment as provided in Section
21), (I) no more than 1,500,000  Shares shall be cumulatively  available for the
grant of Incentive  Stock  Options  under the Plan and (ii) the number of Shares
for which  Awards may be granted to any Grantee in any  calendar  year shall not
exceed 500,000.

        If any Shares  subject to any Award  granted  hereunder are forfeited or
such Award otherwise  terminates without the issuance of such Shares or of other
consideration  in lieu of such Shares,  the Shares subject to such Award, to the
extent of any such forfeiture or termination, shall again be available for grant
under the Plan. If any  outstanding  Incentive  Stock Options under the Plan for
any reason expire or are  terminated,  the Shares  allocable to the  unexercised
portion  of all of such  Incentive  Stock  Options  may again be  subject  to an
Incentive  Stock Option  under the Plan.  Shares  awarded  under the Plan may be
treasury shares or newly-issued shares.


                                       -6-


<PAGE>



        4.  Administration.

        (a)  Subject  to  Section  4(b),  the Plan  shall be  administered  by a
committee (the "Committee")  which shall consist of two or more directors of the
Company,  all of whom qualify as "outside  directors" as defined for purposes of
the  regulations  under Code Section 162(m) and satisfy one of the conditions of
Rule  16b-3 in  respect of the  exemption  of grants to Section 16 Persons  from
potential  liability  under Section 16(b) of the 1934 Act. The number of members
of the Committee shall from time to time be increased or decreased, and shall be
subject  to such  conditions,  in each case as the Board  deems  appropriate  to
permit transactions in Shares pursuant to the Plan to satisfy such conditions of
Rule 16b-3 and Section 162(m) as then in effect.

        (b) The Board may reserve to itself or delegate to another  committee of
the Board any or all of the  authority of the  Committee  with respect to Awards
except, in the case of such other committee,  with respect to Awards to Grantees
who are  Section  16  Persons  at the  time  any  such  delegated  authority  is
exercised.  Such other committee (the "Management Committee") may consist of one
(or such  greater  number as may from time to time be  required by the bylaws of
the Company) or more  directors who may, but need not be,  officers or employees
of the Company or a  Subsidiary.  To the extent  that the Board has  reserved to
itself or delegated to such Management Committee the authority of the Committee,
all  references  to the  Committee  in the Plan  shall  be to the  Board or such
Management Committee.  The Management Committee may not grant Awards relating to
an  aggregate of more than 50,000  Shares in any calendar  year unless the Board
gives its prior approval of a larger number of Shares.

        (c) Subject to the express  provisions  of the Plan,  the  Committee has
full and final authority and sole discretion as follows:

               (i) to  determine  when and to whom Awards  should be granted and
the terms and conditions applicable to each Award, including the benefit payable
under any SAR or performance  share, and whether or not specific Awards shall be
identified  with  other  specific  Awards,  and  if so  whether  they  shall  be
exercisable cumulatively with, or alternatively to, such other specific Awards;;

               (ii) to determine  the amount,  if any,  that a Grantee shall pay
for  Restricted  Shares,  whether  to  permit or  require  the  payment  of cash
dividends thereon to be deferred and the terms related thereto,  when Restricted
Shares  (including  Restricted  Shares  acquired upon the exercise of an option)
shall be forfeited and whether such shares shall be held in escrow;

               (iii)  to  interpret  the  Plan  and to make  all  determinations
necessary or advisable for the administration of the Plan;

               (iv) to make,  amend,  and  rescind  rules  relating to the Plan,
including  rules with respect to the  exercisability  and  nonforfeitability  of
Awards upon the termination of employment of a Grantee;

                                       -7-


<PAGE>



               (v) to determine the terms and conditions of all Award Agreements
(which need not be identical) and, with the consent of the Grantee, to amend any
such Award  Agreement at any time,  among other things,  to permit  transfers of
such Awards to the extent  permitted by the Plan;  provided  that the consent of
the Grantee shall not be required for any amendment which (A) does not adversely
affect  the  rights  of the  Grantee,  or  (B) is  necessary  or  advisable  (as
determined  by the  Committee) to carry out the purpose of the Award as a result
of any new or change in existing applicable law;

               (vi) to  cancel,  with the  consent of the  Grantee,  outstanding
Awards and to grant new Awards in substitution therefor;

               (vii) to accelerate the exercisability  (including exercisability
within a period  of less  than  one  year  after  the  Grant  Date)  of,  and to
accelerate or waive any or all of the terms and  conditions  applicable  to, any
Award or any group of  Awards  for any  reason  and at any  time,  including  in
connection with a termination of employment (other than for Cause);

               (viii)  subject to Section  6(a)(ii) and 6(c)(ii),  to extend the
time during which any Award or group of Awards may be exercised;

               (ix) to make  such  adjustments  or  modifications  to  Awards to
Grantees  working  outside  the United  States as are  advisable  to fulfill the
purposes of the Plan;

               (x) to  impose  such  additional  terms and  conditions  upon the
grant,  exercise  or  retention  of  Awards  as the  Committee  may,  before  or
concurrently with the grant thereof,  deem appropriate,  including  limiting the
percentage of Awards which may from time to time be exercised by a Grantee; and

               (xi) to  take  any  other  action  with  respect  to any  matters
relating to the Plan for which it is responsible.

        The  determination  of the Committee on all matters relating to the Plan
or any Award  Agreement  shall be final.  No  member of the  Committee  shall be
liable for any action or  determination  made in good faith with  respect to the
Plan or any Award.

        5. Eligibility.  The Committee may in its discretion grant Awards to any
Eligible Employee, whether or not he or she has previously received an Award.

        6.  Conditions to Grants.

        (a)  General Conditions.

               (i) The  Grant  Date of an Award  shall be the date on which  the
Committee  grants the Award or such later  date as  specified  in advance by the
Committee.

                                       -8-


<PAGE>



               (ii) Any  provision of the Plan to the contrary  notwithstanding,
the Option Term shall under no circumstances extend more than 10 years after the
Grant Date, and shall be subject to earlier termination as herein provided.

               (iii) To the  extent  not set  forth in the  Plan,  the terms and
conditions of each Award shall be set forth in an Award Agreement.

        (b)  Grant of Options.

               (i) No later than the Grant  Date of any  option,  the  Committee
shall  determine the Option Price of such option.  The Option Price of an option
shall  not be less than  100% of the Fair  Market  Value of a Share on the Grant
Date. An option shall be exercisable  for  unrestricted  Shares unless the Award
Agreement provides that it is exercisable for Restricted Shares.

               (ii) The Committee may, in its discretion,  permit an employee to
elect, before earning compensation,  to be granted an Award in lieu of receiving
such compensation; provided that, in the judgment of the Committee, the value of
such Award on the Grant Date equals the amount of compensation  foregone by such
employee.

        (c) Grant of Incentive  Stock  Options.  At the time of the grant of any
option, the Committee may in its discretion  designate that such option shall be
made subject to additional restrictions to permit it to qualify as an "incentive
stock  option"  under the  requirements  of Section 422 of the Code.  Any option
designated as an incentive stock option:

               (i) shall,  if granted to a 10% Owner,  have an Option  Price not
less than 110% of the Fair Market Value of a Share on the Grant Date;

               (ii) shall be for a period of not more than 10 years  (five years
in the case of an incentive  stock option granted to a 10% Owner) from the Grant
Date, and shall be subject to earlier  termination as provided  herein or in the
applicable Award Agreement;

               (iii) shall not have an aggregate  Fair Market Value  (determined
for each incentive stock option at its Grant Date) of the Shares with respect to
which incentive stock options are exercisable for the first time by such Grantee
during any  calendar  year (under the Plan and any other  employee  stock option
plan of the  Grantee's  employer  or any parent or  Subsidiary  thereof  ("Other
Plans")),  determined  in accordance  with the  provisions of Section 422 of the
Code, which exceeds $100,000 (the "$100,000 Limit");

               (iv) shall,  if the  aggregate  Fair  Market  Value of the Shares
(determined  on the Grant Date) with  respect to the portion of such grant which
is exercisable for the first time during any calendar year ("Current Grant") and
all  incentive  stock  options  previously  granted under the Plan and any Other
Plans which are  exercisable  for the first time during a calendar  year ("Prior
Grants") would exceed the $100,000 Limit, be exercisable as follows:

                                       -9-


<PAGE>



                      (A) the portion of the Current  Grant  which  would,  when
added to any Prior  Grants,  be  exercisable  with respect to Shares which would
have an aggregate Fair Market Value  (determined as of the respective Grant Date
for such  options) in excess of the $100,000  Limit shall,  notwithstanding  the
terms of the Current Grant,  be exercisable for the first time by the Grantee in
the first subsequent calendar year or years in which it could be exercisable for
the first time by the Grantee when added to all Prior Grants  without  exceeding
the $100,000 Limit; and

                      (B) if,  viewed as of the date of the Current  Grant,  any
portion of a Current Grant could not be exercised under the preceding provisions
of this Section  during any calendar year  commencing  with the calendar year in
which it is first  exercisable  through and  including the last calendar year in
which it may by its terms be exercised,  such portion of the Current Grant shall
not be an incentive stock option,  but shall be exercisable as a separate option
at such date or dates as are provided in the Current Grant;

               (v) shall be granted within 10 years from the earlier of the date
the Plan is adopted or the date the Plan is approved by the  stockholders of the
Company;

               (vi) shall  require  the Grantee to notify the  Committee  of any
disposition of any Shares issued pursuant to the exercise of the incentive stock
option under the circumstances described in Section 421(b) of the Code (relating
to certain disqualifying dispositions) (any such circumstance,  a "Disqualifying
Disposition"), within 10 days of such Disqualifying Disposition; and

               (vii) shall by its terms not be assignable or transferable  other
than by will or the  laws of  descent  and  distribution  and may be  exercised,
during the Grantee's lifetime, only by the Grantee; provided,  however, that the
Grantee may, to the extent  provided in the Plan in any manner  specified by the
Committee,  designate in writing a beneficiary  to exercise his or her incentive
stock option after the Grantee's death;

        Notwithstanding  the foregoing and Section  4(c)(v),  the Committee may,
without the consent of the Grantee, at any time before the exercise of an option
(whether or not an incentive stock option), take any action necessary to prevent
such option from being treated as an incentive stock option.

        (d) Grant of Reload  Options.  The Committee may in connection  with the
grant of an option or  thereafter  provide that a Grantee who (I) is an employee
of the Company or a Subsidiary when he or she exercise an Option, (ii) exercises
such  option for Shares  which have a Fair  Market  Value equal to not less than
120% of the  Option  Price  for  such  option  ("Exercised  Option")  and  (iii)
satisfies  the Option  Price or Required  Withholding  applicable  thereto  with
Shares  shall  automatically  be  granted,  subject to Article 3, an  additional
option ("Reload  Option") in an amount equal to the sum ("Reload Number") of the
number of Shares tendered to exercise the Exercised  Option plus, if so provided
by the  Committee,  the number of Shares,  if any,  retained  by the  Company in
connection with the exercise of the Exercised Option to satisfy any federal,

                                      -10-


<PAGE>



state or local tax  withholding  requirements;  provided  that no Reload  Option
shall be granted in  connection  with the  exercise  of an Option  that has been
transferred by the initial Grantee thereof.

        Reload Options shall be subject to the following terms and conditions:

               (i) the Grant Date for each  Reload  Option  shall be the date of
exercise of the Exercised Option to which it relates;

               (ii)  subject to  Section  6(d)(iii),  the  Reload  Option may be
exercised at any time during the Option Term of the Exercised Option (subject to
earlier  termination  thereof as provided in the Plan or in the applicable Award
Agreement); and

               (iii) the  terms of the  Reload  Option  shall be the same as the
terms of the  Exercised  Option to which it relates,  except that (A) the Option
Price shall be 100% of the Fair Market Value of a Share on the Grant Date of the
Reload  Option,  (B)  subject  to  Section  4(c)(vii),  no Reload  Option may be
exercised  within one year  after its Grant  Date,  and (C) in no event  shall a
second Reload Option be granted in connection  with the exercise of such initial
Reload Option.

        (e)  Grant of SARs.

               (i) When granted,  SARs may, but need not, be  identified  with a
specific option,  specific Restricted Shares, or specific  performance shares of
the Grantee  (including any option,  Restricted  Shares,  or performance  shares
granted  on or  before  the  Grant  Date of the  SARs) in a  number  equal to or
different from the number of SARs so granted. If SARs are identified with Shares
subject to an option, with Restricted Shares, or with performance shares,  then,
unless  otherwise  provided in the  applicable  Award  Agreement,  the Grantee's
associated SARs shall terminate upon (x) the expiration, termination, forfeiture
or cancellation of such option,  Restricted  Shares, or performance  shares, (y)
the  exercise  of  such  option  or  performance  shares  or (z) the  date  such
Restricted Shares become nonforfeitable.

               (ii) The strike  price  ("Strike  Price") of any SAR shall equal,
for any SAR that is identified with an option,  the Option Price of such option,
or for any other SAR, 100% of the Fair Market Value of a Share on the Grant Date
of such SAR;  provided  that the Committee may (x) specify a higher Strike Price
in the Award Agreement, or (y) provide that the benefit payable upon exercise of
any SAR shall not exceed such  percentage of the Fair Market Value of a Share on
such Grant Date as the Committee shall specify.

        (f) Grant of LSARs.  LSARs may in the  discretion  of the  Committee  be
granted to any Grantee upon the grant of any option or SAR under the Plan.  Each
LSAR  shall be  identified  with a Share  subject  to an  option or a SAR of the
Grantee. The number of LSARs granted to a Grantee in respect of an option or SAR
shall equal the number of Shares  subject to such option or SAR.  The  Committee
may also  grant an LSAR with  respect  to any Share  subject to an option or SAR
previously granted under this Plan. Upon the exercise, expiration,  termination,
forfeiture, or

                                      -11-


<PAGE>



cancellation  of a Grantee's  option or SARs,  as the case may be, the Grantee's
associated LSARs shall terminate.

        (g)  Grant of Performance Shares.

               (i)  Before the grant of any  performance  share,  the  Committee
shall:

                      (A)  determine  objective  performance  goals  (which  may
consist of any one or more of the following:  earnings  (either in the aggregate
or  on a  per-share  basis),  operating  income,  cash  flow,  including  EBITDA
(earnings before interest,  taxes,  depreciation  and  amortization),  return on
equity,  indices related to EVA (economic value added), per share rate of return
on the Common Stock (including dividends), general indices relative to levels of
general   customer   service   satisfaction,   as   measured   through   various
randomly-generated  customer  service  surveys,  market  share  (in  one or more
markets),   customer  retention  rates,  market  penetration  rates,   revenues,
reductions  in expense  levels,  and the  attainment  by the  Common  Stock of a
specified  market  value  for a  specified  period of time,  in each case  where
applicable to be determined either on a Company-wide  basis or in respect of any
one or more  business  units)  and the  amount of  compensation  under the goals
applicable to such grant;

                      (B) designate a period, of not less than one year nor more
than five years,  for the measurement of the extent to which  performance  goals
are attained,  which period may begin prior to the Grant Date (the  "Performance
Period"); and

                      (C)  assign a  "Performance  Percentage"  to each level of
attainment  of perfor  mance  goals  during  the  Performance  Period,  with the
percentage  applicable  to minimum  attainment  being zero  percent (0%) and the
percentage  applicable  to maximum  attainment to be determined by the Committee
from time to time, but not in excess of 200%.

               (ii) If a  Grantee  is  promoted,  demoted  or  transferred  to a
different business unit of the Company during a Performance Period, then, to the
extent the Committee  determines the performance goals or Performance Period are
no longer  appropriate,  the  Committee  may  adjust,  change or  eliminate  the
performance goals or the applicable  Performance  Period as it deems appropriate
in order to make them  appropriate  and  comparable  to the initial  performance
goals or Performance Period.

               (iii) When  granted,  performance  shares  may,  but need not, be
identified with Shares subject to a specific option,  specific Restricted Shares
or specific  SARs of the Grantee  granted under the Plan in a number equal to or
different from the number of the performance  shares so granted.  If performance
shares are so  identified,  then,  unless  otherwise  provided in the applicable
Award Agreement,  the Grantee's  associated  performance  shares shall terminate
upon (A) the expiration,  termination, forfeiture or cancellation of the option,
Restricted Shares or SARs with which the performance shares are identified,  (B)
the  exercise of such option or SARs or (C) the date  Restricted  Shares  become
nonforfeitable.

                                      -12-


<PAGE>



               (iv) The Shares related to the performance  shares awarded to any
Grantee for any Performance  Period shall not have a Fair Market Value in excess
of 100% of the  Grantee's  base annual salary in effect at the time of the grant
of the Award multiplied by the number of years in the Performance Period.

        (h)  Grant of Restricted Shares.

               (i) The  Committee  shall  determine  the amount,  if any, that a
Grantee shall pay for  Restricted  Shares,  subject to the  following  sentence.
Except with respect to Restricted Shares that are treasury shares,  for which no
payment  need be required,  the  Committee  shall  require the Grantee to pay at
least the Minimum Consideration for each Restricted Share. Such payment shall be
made in full by the Grantee  before the  delivery of the shares and in any event
no later than 10 days after the Grant Date for such shares. In the discretion of
the  Committee and to the extent  permitted by law,  payment may also be made in
accordance with Section 9.

               (ii) The  Committee  may,  but need not,  provide that all or any
portion of a Grantee's  Restricted  Shares,  or Restricted  Shares acquired upon
exercise of an option shall be forfeited:

                      (A) except as otherwise specified in the Plan or the Award
Agreement,  upon the Grantee's termination of employment within a specified time
period after the Grant Date, or

                      (B) if  the  Company  or  the  Grantee  does  not  achieve
specified  performance  goals (if any) within a specified  time period after the
Grant Date and before the Grantee's termination of employment, or

                      (C) upon failure to satisfy such other restrictions as the
Committee may specify in the Award Agreement.

               (iii) If Restricted Shares are forfeited, then if the Grantee was
required  to pay for such  shares or acquired  such  Restricted  Shares upon the
exercise  of an  option,  the  Grantee  shall  be  deemed  to have  resold  such
Restricted  Shares  to the  Company  at a price  equal to the  lesser of (x) the
amount paid by the Grantee for such  Restricted  Shares,  or (y) the Fair Market
Value of a Share on the date of such  forfeiture.  The Company  shall pay to the
Grantee  the  required  amount as soon as is  administratively  practical.  Such
Restricted  Shares shall cease to be outstanding,  and shall no longer confer on
the Grantee  thereof any rights as a stockholder of the Company,  from and after
the date the event causing the  forfeiture,  whether or not the Grantee  accepts
the Company's tender of payment for such Restricted Shares.

               (iv) The  Committee  may provide  that the  certificates  for any
Restricted  Shares (x) shall be held  (together  with a stock power  executed in
blank by the  Grantee)  in escrow by the  Secretary  of the  Company  until such
Restricted  Shares become  nonforfeitable or are forfeited or (ii) shall bear an
appropriate legend restricting the transfer of such Restricted Shares. If any

                                      -13-


<PAGE>



Restricted Shares become  nonforfeitable,  the Company shall cause  certificates
for such shares to be issued without such legend.

        (i) Grant of Stock Bonuses.  The Committee may grant Bonus Shares to any
Eligible Employee.

        7.  Non-transferability.  Each  Award  granted  hereunder  shall  not be
assignable  or  transferable  other  than  by will or the  laws of  descent  and
distribution and may be exercised,  during the Grantee's  lifetime,  only by the
Grantee or his or her guardian or legal representative,  except that, subject to
Section  6(c)(vi)  in respect of  incentive  stock  options,  a Grantee may in a
manner and to the extent  permitted  by the  Committee  in its  discretion,  (I)
designate in writing a  beneficiary  to exercise an Award after his or her death
(provided,  however, that no such designation shall be effective unless received
by the office of the Company  designated for that purpose prior to the Grantee's
death) and (ii) transfer the Award to a member of his or her immediate family.

        8.  Exercise.

        (a)  Exercise of Options.

               (i) Subject to Section 4(c)(vii) and except as otherwise provided
in the applicable Award Agreement,  each option shall become exercisable at such
time or times as may be specified by the Committee from time to time.

               (ii) An option  shall be exercised by the delivery to the Company
during the Option  Term of (x)  written  notice of intent to purchase a specific
number of Shares  subject to the  option  and (y)  payment in full of the Option
Price of such specific number of Shares.

               (iii)  Payment of the Option Price may be made by any one or more
of the following means:

                      (A)  cash, personal check or wire transfer;

                      (B) Mature  Shares,  valued at their Fair Market  Value on
        the date of exercise;

                      (C) with the approval of the Committee,  Restricted Shares
        held by the Grantee for at least six months prior to the exercise of the
        option,  each such share  valued at the Fair Market  Value of a Share on
        the date of exercise;

                      (D)  pursuant  to  procedures  previously  approved by the
        Company,  through  the sale of the Shares  acquired  on  exercise of the
        Option  through a  broker-dealer  to whom the Grantee has  submitted  an
        irrevocable  notice of exercise and irrevocable  instructions to deliver
        promptly to the Company the amount of sale or loan  proceeds  sufficient
        to pay for

                                      -14-


<PAGE>



        such Shares,  together with, if requested by the Company,  the amount of
        federal, state, local or foreign withholding taxes payable by Grantee by
        reason of such exercise; or

                      (E) in the discretion of the  Committee,  payment may also
        be made in accordance with Section 9.

The Committee may in its  discretion  specify  that,  if any  Restricted  Shares
("Tendered  Restricted  Shares") are used to pay the Option  Price,  (x) all the
Shares  acquired  on  exercise  of the  option  shall  be  subject  to the  same
restrictions  as the Tendered  Restricted  Shares,  determined as of the date of
exercise  of the option,  or (y) a number of Shares  acquired on exercise of the
option equal to the number of Tendered Restricted Shares shall be subject to the
same restrictions as the Tendered  Restricted Shares,  determined as of the date
of exercise of the option.

        (b)  Exercise of SARs.

               (i)  Subject  to  Sections  4(c)(vii)  and  8(f),  and  except as
otherwise  provided  in  the  applicable  Award  Agreement,  (x)  each  SAR  not
identified with any other Award shall become  exercisable with respect to 25% of
the shares subject thereto on each of the first four  anniversaries of the Grant
Date of such SAR unless the Committee  provides otherwise in the Award Agreement
and (y)  each  SAR  which  is  identified  with any  other  Award  shall  become
exercisable  as and to extent  that the option or  Restricted  Shares with which
such SAR is identified may be exercised or becomes  nonforfeitable,  as the case
may be.

               (ii) SARs  shall be  exercised  by  delivery  to the  Company  of
written notice of intent to exercise a specific number of SARs. Unless otherwise
provided  in the  applicable  Award  Agreement,  the  exercise of SARs which are
identified with Shares subject to an option or Restricted Shares shall result in
the cancellation or forfeiture of such option or Restricted  Shares, as the case
may be, to the extent of such exercise.

               (iii) The  benefit for each SAR  exercised  shall be equal to (x)
the Fair  Market  Value of a Share on the date of such  exercise,  minus (y) the
Strike Price of such SAR. Such benefit shall be payable in cash, except that the
Committee may provide in the Award Agreement that benefits may be paid wholly or
partly in Shares.

        (c)  Exercise of LSARs.

               (i)  Notwithstanding  Section 9, each LSAR shall automatically be
exercised upon a Change of Control unless:

                      (A)  otherwise provided in Sections 8(f), 13 or 21(b),

                      (B) at the time of such Change of Control,  the Grantee is
not a Section 16 Person, or

                                      -15-


<PAGE>



                      (C) the Change of Control  relates to the  approval by the
shareholders  of  the  Company  of  an  Extraordinary   Transaction   which,  if
consummated  as  proposed,  would  result  in  persons  who were the  respective
beneficial  owners of the Common  Stock  immediately  before such  Extraordinary
Transaction,   if  such   Extraordinary   Transaction  were  to  be  consummated
immediately  after such  stockholder  approval (but otherwise in accordance with
the terms  presented  in writing to the  stockholders  of the  Company for their
approval), beneficially owning, directly or indirectly, at least 60% of both the
then-outstanding  common  shares and the  then-outstanding  Voting  Power of the
corporation resulting from such Extraordinary Transaction,  in substantially the
same  proportions  as  their  respective  ownership,   immediately  before  such
Extraordinary Transaction, of the then-outstanding Common Stock and Voting Power
of the Company.

        The exercise of LSARs shall result in the  cancellation of the option or
SARs with which such LSARs are identified, to the extent of such exercise.

               (ii) Within 10 business days after the exercise of any LSAR,  the
Company  shall  pay the  Grantee,  in cash,  an amount  equal to the  difference
between  (x)  the  Change  of  Control  Value  and  (y) in the  case  of an LSAR
identified with an option,  the Option Price of such option,  or, in the case of
an LSAR identified  with a SAR, the Strike Price of such SAR;  provided that the
amount  determined  under this  Section  shall not exceed  any  maximum  benefit
provided in the applicable Award Agreement.

        (d) Payment of  Performance  Shares.  Unless  otherwise  provided in the
Award Agreement with respect to an Award of performance  shares,  if the minimum
performance  goals  applicable  to such  performance  shares have been  achieved
during the  applicable  Performance  Period,  then the Company  shall pay to the
Grantee of such Award that number of Shares equal to the product of:

               (I) the sum of (x) number of performance  shares specified in the
applicable  Award  Agreement  and (y) the number of Shares  that would have been
issuable if such performance shares had been Shares  outstanding  throughout the
Performance Period and the stock dividends,  cash dividends (except as otherwise
provided in the Award  Agreement),  and other  property  paid in respect of such
shares had been  reinvested  in additional  Shares as of each  dividend  payment
date,

multiplied by

               (ii) the Performance  Percentage achieved during such Performance
Period.

The Committee may in its discretion determines that cash be paid in lieu of some
or all of such  Shares.  The amount of cash  payable in lieu of a Share shall be
determined  by valuing  such share at its Fair Market  Value on the business day
next  preceding  the date such  cash is to be paid.  Payments  pursuant  to this
Section shall be made as soon as administratively practical after the end of the
applicable Performance Period. Any performance shares with respect to which the

                                      -16-


<PAGE>



performance  goals  shall not have been  achieved  by the end of the  applicable
Performance Period shall expire.

        (e) Change of Control.  If,  within 12 months after a Change of Control,
the employment of a Grantee shall be terminated by the Company  without Cause or
by the Grantee for Good Reason,  then (I) all unvested Awards shall  immediately
become fully exercisable or payable, as applicable, except as otherwise provided
in  Section  8(f);  provided  that  the  benefit  payable  with  respect  to any
performance share with respect to which the Performance  Period has not ended as
of the date of such  termination of employment  shall be equal to the product of
the Change of Control Value multiplied successively by each of the following:

               (i) a fraction, the numerator of which is the number of whole and
partial  months that have  elapsed  between the  beginning  of such  Performance
Period and the date of such  Change of Control and the  denominator  of which is
the number of whole and partial months in the Performance Period; and

               (ii)  a  percentage  equal  to the  greater  of  (x)  the  target
percentage,  if any,  specified  in the  applicable  Award  Agreement or (y) the
maximum  percentage,  if any,  that  would  be  earned  under  the  terms of the
applicable Award Agreement assuming that the rate at which the performance goals
have been achieved as of the date of such Change of Control would continue until
the end of the Performance Period.

        (f) Pooling  Considerations.  Any  provision of the Plan to the contrary
notwithstanding,  if the Committee determines, in its discretion exercised prior
to a sale  or  merger  of  the  Company  that  in the  Committee's  judgment  is
reasonably  likely to occur,  that the exercise of SARs or LSARs would  preclude
the use of  pooling-of-interests  accounting ("pooling") after the consumma tion
of such sale or merger and that such preclusion of pooling would have a material
adverse  effect on such sale or merger,  the Committee  may either  unilaterally
cancel  such SARs and LSARs  prior to the Change of Control or cause the Company
to pay the benefit  attributable  to such SARs or LSARs in the form of Shares if
the Committee  determines  that such payment would not cause the  transaction to
become ineligible for pooling.

        9. Loans and  Guarantees.  The Committee may in its  discretion  allow a
Grantee to defer  payment to the Company of all or any portion of (I) the Option
Price of an option,  (ii) the purchase price of Restricted  Shares, or (iii) any
taxes associated with the exercise, nonforfeitability of, or payment of benefits
in connection  with,  an Award,  or cause the Company to guarantee a loan from a
third  party to the  Grantee,  in an amount  equal to all or any portion of such
Option Price,  or any related taxes.  Any such payment  deferral or guarantee by
the  Company  shall  be on  such  terms  and  conditions  as the  Committee  may
determine;  provided  that the  interest  rate  applicable  to any such  payment
deferral shall not be more favorable to the Grantee than the terms applicable to
funds borrowed by the Company from time to time.  Notwithstanding the foregoing,
a Grantee  shall not be  entitled  to defer the  payment of such  Option  Price,
purchase price or any related taxes unless the Grantee (I) enters into a binding
obligation to pay the deferred

                                      -17-


<PAGE>



amount and (ii) except with respect to treasury shares, pays upon exercise of an
option or grant of Restricted Shares, as applicable, an amount at least equal to
the Minimum  Consideration  therefor.  If the  Committee has permitted a payment
deferral or caused the Company to  guarantee  a loan  pursuant to this  Section,
then the Committee may require the immediate  payment of such deferred amount or
the  immediate  release of such  guarantee  upon the  Grantee's  termination  of
employment  or if the Grantee  sells or  otherwise  transfers  his or her Shares
purchased pursuant to such deferral or guarantee.  The Committee may at any time
in its  discretion  forgive the  repayment of any or all of the principal of, or
interest on, any such deferred payment obligation.

        10. Notification under Section 83(b). If the Grantee, in connection with
the  exercise  of any  option,  or the  grant of  Restricted  Shares,  makes the
election  permitted under Section 83(b) of the Code to include in such Grantee's
gross income in the year of transfer the amounts  specified in Section  83(b) of
the Code,  then such Grantee shall notify the Company of such election within 10
days of filing the notice of the election with the Internal Revenue Service,  in
addition to any filing and notification  required pursuant to regulations issued
under Section 83(b) of the Code. The Committee may, in connection with the grant
of an Award or at any time  thereafter,  prohibit  a  Grantee  from  making  the
election described above.

        11.  Mandatory Tax Withholding.

        (a) Whenever under the Plan, Shares are to be delivered upon exercise or
payment of an Award or upon Restricted  Shares becoming  nonforfeitable,  or any
other event with respect to rights and benefits hereunder,  the Company shall be
entitled  to require  (I) that the  Grantee  remit an amount in cash,  or in the
Company's discretion,  Mature Shares,  sufficient to satisfy all federal, state,
and local tax withholding requirements related thereto ("Required Withholding"),
(ii) the withholding of such Required  Withholding from  compensation  otherwise
due to the Grantee or from any Shares due to the Grantee under the Plan or (iii)
any combination of the foregoing.

        (b) Any Grantee  who makes a  Disqualifying  Disposition  or an election
under Section 83(b) of the Code shall remit to the Company an amount  sufficient
to satisfy all resulting Required  Withholding;  provided that, in lieu of or in
addition to the  foregoing,  the Company  shall have the right to withhold  such
Required Withholding from compensation  otherwise due to the Grantee or from any
Shares or other payment due to the Grantee under the Plan.

        12.  Elective Share Withholding.

        (a)  Subject  to the  following  subsection,  a  Grantee  may  elect the
withholding  ("Share  Withholding")  by the  Company  of a portion of the Shares
otherwise  deliverable  to such  Grantee  upon the  exercise of an Award or upon
Restricted  Shares becoming  non-forfeitable  (each, a "Taxable Event") having a
Fair Market Value equal to (i) the minimum amount  necessary to satisfy Required
Withholding  liability  attributable  to the  Taxable  Event;  or (ii)  with the
Committee's prior approval,  a greater amount, not to exceed the estimated total
amount of such Grantee's tax liability with respect to the Taxable Event.

                                      -18-


<PAGE>



        (b) Each Share  Withholding  election  shall be subject to the following
conditions:

               (i) any Grantee's  election  shall be subject to the  Committee's
discretion to revoke the Grantee's right to elect Share  Withholding at any time
before the  Grantee's  election if the Committee has reserved the right to do so
in the Award Agreement;

               (ii) the  Grantee's  election  must be made  before the date (the
"Tax Date") on which the amount of tax to be withheld is determined; and

               (iii)  the Grantee's election shall be irrevocable.

        13.  Termination of Employment.

        (a) For Cause.  If a Grantee's  employment is terminated for Cause,  (I)
the  Grantee's  Restricted  Shares  that  are  forfeitable  shall  thereupon  be
forfeited,  subject to the provisions of Sec tion 6(h)(iii)  regarding repayment
of certain amounts to the Grantee;  and (ii) any unexercised  option, SAR, LSAR,
or performance share shall terminate effective immediately upon such termination
of employment.

        (b) On  Account  of  Retirement.  Except as  otherwise  provided  by the
Committee  in the Award  Agreement,  if a  Grantee's  employment  terminates  on
account of Retirement, then:

               (i) the Grantee's  Restricted  Shares that were forfeitable shall
thereupon become nonforfeitable;

               (ii) any unexercised option or SAR, whether or not exercisable on
the date of such  termination  of employment,  may be exercised,  in whole or in
part, within the first three (3) years after such termination of employment (but
only during the Option Term) by the Grantee; and

               (iii) any unexercised performance share may be exercised in whole
or in part, at any time within six months after such  termination  of employment
on account of Retirement by the Grantee;  provided that the benefit payable with
respect to any performance  share with respect to which the  Performance  Period
has not ended as of the date of such  termination  of  employment  on account of
Retirement  shall be equal to the  product of the Fair  Market  Value of a Share
Value multiplied successively by each of the following:

                      (1) a fraction,  the  numerator  of which is the number of
months  (including  as a whole month any partial  month) that have elapsed since
the beginning of such  Performance  Period until the date of such termination of
employment and the denominator of which is the number of months  (including as a
whole month any partial month) in the Performance Period; and

                      (2) a  percentage  determined  in  the  discretion  of the
Committee that would be earned under the terms of the applicable Award Agreement
assuming that the rate at which the

                                      -19-


<PAGE>



performance  goals  have been  achieved  as of the date of such  termination  of
employment  would continue until the end of the Performance  Period,  or, if the
Committee elects to compute the benefit after the end of the Performance Period,
the Performance Percentage, as determined by the Committee,  attained during the
Performance Period for the performance share.

        (c) On Account of Death.  Except as otherwise  provided by the Committee
in the Award  Agreement,  if a  Grantee's  employment  terminates  on account of
death, then:

               (i) the Grantee's  Restricted  Shares that were forfeitable shall
thereupon become nonforfeitable;

               (ii) any unexercised option or SAR, whether or not exercisable on
the date of such  termination  of employment,  may be exercised,  in whole or in
part,  within the first 12 months after such termination of employment (but only
during the Option Term) by the Grantee or, after his or her death, by (A) his or
her  personal  representative  or by the  person to whom the  option or SAR,  as
applicable,  is  transferred  by will or the  applicable  laws  of  descent  and
distribution,  or (B) the Grantee's  beneficiary  designated in accordance  with
Sections 6(c)(vii) or 7; and

               (iii) any unexercised performance share may be exercised in whole
or in part, at any time within six months after such  termination  of employment
on account of death by the Grantee or,  after the  Grantee's  death,  by (A) his
personal  representative  or by the  person  to whom  the  performance  share is
transferred by will or the applicable laws of descent and  distribution,  or (B)
the Grantee's beneficiary designated in accordance with Section 7; provided that
the benefit payable with respect to any performance  share with respect to which
the  Performance  Period  has not  ended as of the date of such  termination  of
employment  on account of death shall be equal to the product of the Fair Market
Value of a Share Value multiplied successively by each of the following:

                      (1) a fraction,  the  numerator  of which is the number of
months  (including  as a whole month any partial  month) that have elapsed since
the beginning of such  Performance  Period until the date of such termination of
employment and the denominator of which is the number of months  (including as a
whole month any partial month) in the Performance Period; and

                      (2) a  percentage  determined  in  the  discretion  of the
Committee that would be earned under the terms of the applicable Award Agreement
assuming that the rate at which the  performance  goals have been achieved as of
the date of such  termination of employment  would continue until the end of the
Performance Period, or, if the Committee elects to compute the benefit after the
end of the Performance Period, the Performance Percentage,  as determined by the
Committee, attained during the Performance Period for the performance share.

        (d) On  Account  of  Disability.  Except as  otherwise  provided  by the
Committee  in the Award  Agreement,  if a  Grantee's  employment  terminates  on
account of Disability, then:


                                      -20-


<PAGE>



               (i) the Grantee's  Restricted  Shares that were forfeitable shall
thereupon become nonforfeitable;

               (ii) any unexercised option or SAR, whether or not exercisable on
the date of such  termination  of employment,  may be exercised,  in whole or in
part,  within the first 12 months after such termination of employment (but only
during the Option Term) by the Grantee or, after his or her death, by (A) his or
her  personal  representative  or by the  person to whom the  option or SAR,  as
applicable,  is  transferred  by will or the  applicable  laws  of  descent  and
distribution,  or (B) the Grantee's  beneficiary  designated in accordance  with
Sections 6(c)(vii) or 7; and

               (iii) any unexercised performance share may be exercised in whole
or in part, at any time within six months after such  termination  of employment
on account of Disability by the Grantee or, after the  Grantee's  death,  by (A)
his personal  representative  or by the person to whom the performance  share is
transferred by will or the applicable laws of descent and  distribution,  or (B)
the Grantee's beneficiary designated in accordance with Section 7; provided that
the benefit payable with respect to any performance  share with respect to which
the  Performance  Period  has not  ended as of the date of such  termination  of
employment  on account of  Disability  shall be equal to the product of the Fair
Market Value of a Share Value multiplied successively by each of the following:

                      (1) a fraction,  the  numerator  of which is the number of
months  (including  as a whole month any partial  month) that have elapsed since
the beginning of such  Performance  Period until the date of such termination of
employment and the denominator of which is the number of months  (including as a
whole month any partial month) in the Performance Period; and

                      (2) a  percentage  determined  in  the  discretion  of the
Committee that would be earned under the terms of the applicable Award Agreement
assuming that the rate at which the  performance  goals have been achieved as of
the date of such  termination of employment  would continue until the end of the
Performance Period, or, if the Committee elects to compute the benefit after the
end of the Performance Period, the Performance Percentage,  as determined by the
Committee, attained during the Performance Period for the performance share.

        (e) Any Other Reason.  Except as otherwise  provided by the Committee in
the Award Agreement,  if a Grantee's employment  terminates for any reason other
than for Cause, Retirement, death, or Disability, then:

               (i) the  Grantee's  Restricted  Shares  (and any SARs  identified
therewith),  to the extent forfeitable on the date of the Grantee's  termination
of employment), shall be forfeited on such date;

               (ii) any  unexercised  option or SAR (other than a SAR identified
with a  Restricted  Share  or  performance  share),  to the  extent  exercisable
immediately   before  the  Grantee's   termination  of   employment,   Grantee's
termination of employment) may be exercised in whole or

                                      -21-


<PAGE>



in part, not later than three months after such  termination of employment  (but
only during the Option Term); and

               (iii) the Grantee's  performance  shares (and any SARs identified
therewith)  shall  become  non-forfeitable  and may be  exercised in whole or in
part, but only if and to the extent determined by the Committee.

        (f)  Extended  Exercisability.  If  the  Grantee  has  entered  into  an
agreement  with the Company  not to sell any Shares (or the  capital  stock of a
successor  to the Company) for a specified  period after the  consummation  of a
business  combination between the Company and another corporation or entity (the
"Specified Period"),  such option may be exercised in whole or in part until the
later of the end of the  post-termination  period specified in subparagraph (b),
(C) or (d) of this Section, as applicable,  or 10 business days after the end of
the Specified Period.

        (g) Extension of Term.  In the event of a  termination  of the Grantee's
employment  other  than  for  Cause,  the  term  of any  Award  (whether  or not
exercisable  immediately  before such termination)  which would otherwise expire
after the Grantee's  termination  of employment but before the end of the period
following such termination of employment  described in  subparagraphs  (b), (c),
and  (d) of  this  Section  for  exercise  of  Awards  may,  in the  Committee's
discretion,  be extended so as to permit any  unexercised  portion thereof to be
exercised at any time within such period.  The Committee may further  extend the
period of  exercisability  to  permit  any  unexercised  portion  thereof  to be
exercised within a specified period provided by the Committee.

        14. Plans of Foreign  Subsidiaries.  The  Committee  may  authorize  any
foreign  Subsidiary to adopt a plan for granting Awards  ("Foreign  Plan").  All
Awards  granted  under such  Foreign  Plan shall be treated as grants  under the
Plan. Such Foreign Plans shall have such provisions as the Committee permits not
inconsistent  with the  provisions of the Plan.  Awards  granted under a Foreign
Equity Incentive Plans shall be governed by the terms of the Plan, except to the
extent that the  provisions  of the Foreign Plan are more  restrictive  than the
provisions of the Plan, in which case the Foreign Plan shall control.

        15.  Substituted  Awards.  If the Committee  cancels any Award  (whether
granted  under this Plan or any plan of any entity  acquired by the Company or a
Subsidiary), the Committee may in its discretion substitute a new Award therefor
upon such terms and  conditions  consistent  with the Plan as the  Committee may
determine; provided, that (a) the Option Price of any new option, and the Strike
Price  of any new  SAR,  shall  not be less  than  100%  (110% in the case of an
incentive  stock  option  granted to a 10% Owner) of the Fair Market  Value of a
Share on the date of grant of the new  Award;  and (b) the Grant Date of the new
Award shall be the date on which such new Award is granted.

        16.  Securities Law Matters.  If the Committee deems necessary to comply
with any  applicable  securities  law,  the  Committee  may  require  a  written
investment  intent  representation  by  the  Grantee  and  may  require  that  a
restrictive legend be affixed to certificates for Shares. If,

                                      -22-


<PAGE>



based upon the advice of counsel for the Company,  the Committee determines that
the exercise or  nonforfeitability  of, or delivery of benefits pursuant to, any
Award would violate any applicable  provision of (I) federal or state securities
laws or (ii) the listing  requirements  of any national  securities  exchange or
national  market  system  on  which  are  listed  any  of the  Company's  equity
securities, then the Committee may postpone any such exercise, nonforfeitability
or delivery, as applicable,  but the Company shall use all reasonable efforts to
cause such  exercise,  nonforfeitability  or  delivery  to comply  with all such
provisions at the earliest practicable date.

        17. No Employment Rights. Neither the establishment of the Plan, nor the
grant of any Award shall (a) give any  Grantee  the right to remain  employed by
the Company or any  Subsidiary or to any benefits not  specifically  provided by
the Plan or (b) modify the right of the  Company  or any  Subsidiary  to modify,
amend, or terminate any employee benefit plan.

        18. No Rights as a Stockholder. A Grantee shall not have any rights as a
stockholder  of the Company  with respect to the Shares  (other than  Restricted
Shares)  which may be  deliverable  upon exercise or payment of such Award until
such shares have been delivered to him or her.  Restricted Shares,  whether held
by a Grantee or in escrow by the  Secretary of the Company,  shall confer on the
Grantee all rights of a stockholder of the Company, except as otherwise provided
in the Plan.  At the time of a grant of  Restricted  Shares,  the  Committee may
require  the  payment of cash  dividends  thereon  to be  deferred  and,  if the
Committee so  determines,  reinvested in  additional  Restricted  Shares.  Stock
dividends and deferred cash dividends  issued with respect to Restricted  Shares
shall  be  subject  to the same  restrictions  and  other  terms as apply to the
Restricted Shares with respect to which such dividends are issued. The Committee
may in  its  discretion  provide  for  payment  of  interest  on  deferred  cash
dividends.

        19. Nature of Payments.  Awards shall be special  incentive  payments to
the  Grantee  and shall not be taken  into  account in  computing  the amount of
salary or  compensation  of the Grantee for purposes of determining any pension,
retirement,   death  or  other  benefit  under  (a)  any  pension,   retirement,
profit-sharing,  bonus,  insurance or other employee benefit plan of the Company
or any Subsidiary or (b) any agreement between (I) the Company or any Subsidiary
and (ii) the Grantee, except as such plan or agreement shall otherwise expressly
provide.

        20. Non-uniform Determinations. The Committee's determinations under the
Plan need not be  uniform  and may be made by the  Committee  selectively  among
persons who  receive,  or are eligible to receive,  Awards,  whether or not such
persons  are  similarly  situated.   Without  limiting  the  generality  of  the
foregoing,  the  Committee  shall be  entitled,  to enter into  non-uniform  and
selective Award Agreements as to (a) the identity of the Grantees, (b) the terms
and provisions of Awards, and (C) the treatment of terminations of employment.


                                      -23-


<PAGE>



        21.  Adjustments.

        (a)  The Committee shall make equitable adjustment of:

               (i) the aggregate  numbers and kind of Shares available under the
Plan for Awards in general and for the grant of incentive stock options,

               (ii) the number and kind of Shares,  SARs, or performance  shares
covered by an Award, and

               (iii) the Option Price of all outstanding  options and the Strike
Price of all outstanding SARs,

to  reflect  a  stock  dividend,   stock  split,   reverse  stock  split,  share
combination,   recapitalization,  merger,  consolidation,  spin-off,  split-off,
reorganization,  rights  offering,  liquidation or similar  event,  of or by the
Company.

        (b)  Notwithstanding  any provision in this Plan or any Award Agreement,
in the event of a Change in Control  within the meaning of Section  2(f)(iii) in
connection with which the holders of Common Stock receive shares of common stock
of the surviving or successor  corporation  that are registered under Section 12
of the 1934 Act:

               (I)  there  shall  be   substituted   for  each  option  and  SAR
outstanding on the date of the consummation of corporate transaction relating to
such Change of Control,  a new option or SAR, as the case may be, reflecting the
number and class of shares into which each outstanding  Share shall be converted
pursuant to such Change in Control and  providing  each Grantee with rights that
are substantially  identical to those under this Plan in all material  respects;
and

               (ii) no LSAR  shall be  exercised  if the  constituent  documents
relating to the Change of Control  provide for such a substitution of the option
or SAR with which such LSAR is identified.

In the event of any such substitution,  the purchase price per share in the case
of an option and the Strike  Price in the case of an SAR shall be  appropriately
adjusted  by  the  Committee,  such  adjustments  to be  made  in  the  case  of
outstanding options and SARs without a change in the aggregate purchase price or
Strike Price.

        22.  Amendment  of the  Plan.  The  Board  may from  time to time in its
discretion  amend the Plan without the approval of the  Company's  stockholders,
except  (I) as such  stockholder  approval  may be  required  under the  listing
requirements  of any securities  exchange or national market system on which are
listed the Company's  equity  securities  and (ii) that to Board may not without
the approval of the  Company's  stockholders  amend the Plan to (x) increase the
total

                                      -24-


<PAGE>



number  of  shares  reserved  for the  purposes  of the Plan or (y)  change  the
employees or class of employees eligible to participate in the Plan.

        23.  Termination  of the Plan.  The Plan  shall  terminate  on the tenth
(10th)  anniversary  of the Effective  Date or at such earlier time as the Board
may determine.  No termination shall affect any Award then outstanding under the
Plan.

        24. No Illegal Transactions. The Plan and all Awards granted pursuant to
it are  subject to all  applicable  laws and  regulations.  Notwithstanding  any
provision of the Plan or any Award,  Grantees shall not be entitled to exercise,
or receive  benefits under, any Award, and the Company shall not be obligated to
deliver  any  Shares or  deliver  benefits  to a Grantee,  if such  exercise  or
delivery  would  constitute  a  violation  by the  Grantee or the Company of any
applicable law or regulation.

        25.  Controlling  Law. The law of the State of Delaware,  except its law
with respect to choice of law, shall control all matters relating to the Plan.

        26.  Severability.  If any part of the Plan is  declared by any court or
governmental   authority  to  be  unlawful  or  invalid,  such  unlawfulness  or
invalidity  shall not invalidate any other part of the Plan. Any Section or part
of a Section so  declared  to be  unlawful or invalid  shall,  if  possible,  be
construed  in a manner  which will give  effect to the terms of such  Section or
part of a Section to the fullest  extent  possible  while  remaining  lawful and
valid.

                                      -25-



<TABLE> <S> <C>

<ARTICLE>                       5
<LEGEND>                        THIS SCHEDULE CONTAINS SUMMARY FINANCIAL DATA
                                FROM THE FINANCIAL STATEMENTS INCLUDED AS PART
                                OF 360 COMMUNICATIONS' SECOND QUARTER 10Q.
</LEGEND>
<CIK>                                    0001003959
<NAME>                          360 COMMUNICATIONS COMPANY
<MULTIPLIER>                                   1000
       
<S>                               <C>
<PERIOD-TYPE>                   6-MOS
<FISCAL-YEAR-END>               DEC-31-1997
<PERIOD-START>                  JAN-01-1997
<PERIOD-END>                    JUN-30-1997
<CASH>                                        8,108
<SECURITIES>                                      0
<RECEIVABLES>                               107,915
<ALLOWANCES>                                  6,243
<INVENTORY>                                  32,771
<CURRENT-ASSETS>                            232,651
<PP&E>                                    1,556,847
<DEPRECIATION>                              466,360
<TOTAL-ASSETS>                            2,924,135
<CURRENT-LIABILITIES>                       293,464
<BONDS>                                   1,844,577
                             0
                                       0
<COMMON>                                      1,233
<OTHER-SE>                                  475,068
<TOTAL-LIABILITY-AND-EQUITY>              2,924,135
<SALES>                                      24,304
<TOTAL-REVENUES>                            647,108
<CGS>                                        52,843
<TOTAL-COSTS>                                81,772
<OTHER-EXPENSES>                            124,367
<LOSS-PROVISION>                             13,618
<INTEREST-EXPENSE>                           64,033
<INCOME-PRETAX>                              59,528
<INCOME-TAX>                                 28,276
<INCOME-CONTINUING>                          31,252
<DISCONTINUED>                                    0
<EXTRAORDINARY>                                   0
<CHANGES>                                         0
<NET-INCOME>                                 31,252
<EPS-PRIMARY>                                     0.25
<EPS-DILUTED>                                     0.25
        

</TABLE>


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