SCHEDULE 14A INFORMATION
 
                  Proxy Statement Pursuant to Section 14(a) of
            the Securities Exchange Act of 1934 (Amendment No.    )
 
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    / /  Soliciting Material Pursuant to Rule 14a-11(c) or Rule 14a-12

                     UNITED STATES CELLULAR CORPORATION
- - --------------------------------------------------------------------------------
                (Name of Registrant as Specified In Its Charter)
                                   N/A
- - --------------------------------------------------------------------------------
    (Name of Person(s) Filing Proxy Statement, if other than the Registrant)
 
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UNITED STATES CELLULAR CORPORATION
8410 West Bryn Mawr Avenue
Suite 700
Chicago, Illinois 60631
 
                                                               [LOGO]
 
                                                  April 18, 1996
Dear Shareholders:
 
    You  are cordially  invited to attend  the Company's 1996  Annual Meeting on
Wednesday, May  15, 1996,  at 10:00  a.m.,  Chicago time,  at Harris  Trust  and
Savings  Bank,  111 West  Monroe Street,  8th Floor,  Chicago, Illinois,  in the
Auditorium. At the meeting, we will  report on the plans and accomplishments  of
United States Cellular Corporation.
 
    The formal notice of the meeting, Proxy Statement and 1995 Annual Report are
enclosed.  The Proxy Statement  contains information about  the nominees for the
Board of Directors.  Class III directors  are being elected  at the 1996  annual
meeting.  In addition, shareholders  are being asked to  ratify the selection of
independent public  accountants  for  the  current fiscal  year.  The  Board  of
Directors  recommends a vote "FOR" the nominees and "FOR" the proposal to ratify
the selection of independent public accountants.
 
    The Board of Directors  and members of  our management team  will be at  the
Annual Meeting to discuss our record of achievement and plans for the future. We
would  like to have as many shareholders as possible represented at the meeting.
Therefore, please sign and return the enclosed proxy, whether or not you plan to
attend the meeting.
 
    If you  have any  questions prior  to the  Annual Meeting,  please call  the
External Reporting Department at (312) 399-8900.
 
    We look forward with pleasure to visiting with you at the Annual Meeting.
 
                            With very best regards,
 

                                              
      [SIGNATURE]                                [SIGNATURE]
LeRoy T. Carlson, Jr.                            H. Donald Nelson
Chairman                                         President and Chief Executive
                                                 Officer


                    NOTICE OF ANNUAL MEETING OF SHAREHOLDERS
                                      AND
                                PROXY STATEMENT
 
To the Shareholders of
 
                       UNITED STATES CELLULAR CORPORATION
 
    The  1996  Annual  Meeting of  the  Shareholders of  United  States Cellular
Corporation, a Delaware corporation  (the "Company" or "USM"),  will be held  at
Harris  Trust  and Savings  Bank, 111  West Monroe  Street, 8th  Floor, Chicago,
Illinois, in the Auditorium, on Wednesday, May 15, 1996, at 10:00 a.m.,  Chicago
time, for the following purposes:
 
    1.  to elect three Class III directors;
 
    2.    to  ratify the  selection  of  Arthur Andersen  LLP  as  the Company's
       independent public accountants for the current fiscal year; and
 
    3.  to transact such other business as may properly come before the  meeting
       or any adjournments or postponements thereof.
 
    This  Notice of Annual Meeting of  Shareholders and Proxy Statement is first
being sent to shareholders on or about April 18, 1996.
 
    The Board of Directors has fixed the close of business on March 29, 1996, as
the record date for the determination of shareholders entitled to notice of, and
to vote at, the Annual Meeting.
 
    The Board of Directors  would like to have  all shareholders represented  at
the  Annual Meeting. If  you do not expect  to be present,  please sign and mail
your proxy in the enclosed self-addressed  envelope to Harris Trust and  Savings
Bank,  311 West Monroe  Street, Chicago, Illinois  60606. You have  the power to
revoke your proxy at any time before it is voted, and the giving of a proxy will
not affect your right to vote in person if you attend the Annual Meeting.
 
    On February 29, 1996, the Company had outstanding 52,780,383 Common  Shares,
par  value  $1.00 per  share (excluding  426  shares held  by the  Company), and
33,005,877 Series A Common Shares, par value $1.00 per share. As of February 29,
1996, there were no outstanding shares  of Preferred Stock, par value $1.00  per
share, of the Company. The holder of Series A Common Shares will elect two Class
III directors at the Annual Meeting, and the holders of Common Shares will elect
one  Class III director at the Annual Meeting. Telephone and Data Systems, Inc.,
an Iowa corporation ("TDS"), is the sole  holder of Series A Common Shares.  The
holder  of Series  A Common Shares  is entitled to  ten votes for  each Series A
Common Share held in such holder's name with respect to all matters on which the
holder of Series A Common Shares is entitled to vote at the Annual Meeting. Each
holder of outstanding  Common Shares  is entitled to  one vote  for each  Common
Share  held  in such  holder's name  with respect  to all  matters on  which the
holders of Common Shares are entitled to vote at the Annual Meeting. Proxies are
being requested  from  the holders  of  Common  Shares in  connection  with  the
election of one Class III director to be elected by holders of Common Shares and
the ratification of the selection of Arthur Andersen LLP.
 
                               VOTING INFORMATION
 
    Holders  of Common Shares may, with respect to the election of the Class III
director to be elected by the holders of Common Shares, vote FOR the election of
such director nominee or WITHHOLD authority  to vote for such director  nominee.
The  holder of Series A  Common Shares may, with respect  to the election of the
Class III directors to be elected by the holder of Series A Common Shares,  vote
FOR  the election of  such director nominees  or WITHHOLD authority  to vote for
such director  nominees. A  shareholder may,  with respect  to the  proposal  to
ratify  the selection of Arthur Andersen LLP as the Company's independent public
accountants for 1996, (i) vote FOR ratification, (ii) vote AGAINST  ratification
or  (iii)  ABSTAIN  from  voting  on the  proposal.  All  properly  executed and
unrevoked proxies received in the accompanying form in time for the 1996  Annual
Meeting will be voted in the manner directed therein. If no direction is made, a
proxy  by a holder of Common Shares will  be voted FOR the election of the named
director  nominee   to   serve  as   a   Class   III  director,   a   proxy   by
 
                                       1

the holder of Series A Common Shares will be voted FOR the election of the named
director nominees to serve as Class III directors and a proxy by any shareholder
will be voted FOR the proposal to ratify the selection of Arthur Andersen LLP as
the Company's independent public accountants for 1996. If a proxy indicates that
all or a portion of the votes represented by such proxy are not being voted with
respect  to a particular  matter, such non-votes will  not be considered present
and entitled  to vote  on such  matter, although  such votes  may be  considered
present  and entitled to  vote on other  matters and will  count for purposes of
determining the presence of a quorum. The holders of a majority of the votes  of
the  stock issued  and outstanding  and entitled to  vote, present  in person or
represented by proxy,  will constitute a  quorum at the  Annual Meeting,  except
that, in the case of matters such as the election of directors, where a separate
vote  by a class or classes is required,  the holders of a majority of the votes
of the stock  of such  class or  classes, present  in person  or represented  by
proxy,  will constitute a  quorum entitled to  take action with  respect to that
vote on that matter.
 
    The election  of  the  Class  III  directors  to  be  elected  requires  the
affirmative  vote of a  plurality of the  voting power of  the shares present in
person or represented by proxy and entitled to vote on such matter at the Annual
Meeting. Accordingly, if a quorum is present at the Annual Meeting, each  person
receiving the greatest number of votes by the holders of shares entitled to vote
with respect to the election of such Class III director will be elected to serve
as  a Class III director. Since the election of each Class III director requires
only the affirmative  vote of a  plurality of  the shares present  in person  or
represented  by  proxy  and  entitled  to  vote  with  respect  to  such matter,
withholding authority to vote for the nominee and non-votes with respect to  the
election  of the Class III directors will not affect the outcome of the election
of the Class III directors.
 
    If a  quorum is  present at  the  Annual Meeting,  the ratification  of  the
selection of Arthur Andersen LLP as the Company's independent public accountants
for  1996 requires the affirmative vote of a majority of the voting power of the
Common Shares and Series A Common  Shares voting together and present in  person
or  represented  by proxy  and entitled  to vote  on such  matter at  the Annual
Meeting. A vote to  abstain from voting  on such proposal will  be treated as  a
vote  against such  proposal. Non-votes with  respect to such  proposal will not
affect the determination of whether such proposal is approved.
 
                                   PROPOSAL 1
                             ELECTION OF DIRECTORS
 
    The Company's Board of Directors is divided into three classes. Every  year,
one  of the classes is elected to serve  for three years. At the Annual Meeting,
three Class III directors  will be elected  for terms of  three years, or  until
their  successors are elected and qualified.  The nominees for election as Class
III directors are identified in the table  below. In the event any nominee,  who
has expressed an intention to serve if elected, fails to stand for election, the
persons  named in the  proxy presently intend  to vote for  a substitute nominee
designated by the Board of Directors.
 
NOMINEES
 
             CLASS III DIRECTORS--TERMS SCHEDULED TO EXPIRE IN 1999
 
    The following persons, if elected at  the Annual Meeting of Shareholders  on
May  15, 1996, will serve as Class III directors for a period of three years, or
until their successors are elected and qualified.
 
                NOMINEE FOR ELECTION BY HOLDERS OF COMMON SHARES
 


                                               POSITION WITH THE COMPANY              SERVED AS
             NAME               AGE            AND PRINCIPAL OCCUPATION             DIRECTOR SINCE
- - ------------------------------  ---  ---------------------------------------------  --------------
                                                                           
Allan Z. Loren................   57  Director of the Company and Executive Vice          1992
                                      President and Chief Information Officer of
                                      American Express Company

 
    Mr. Allan  Z.  Loren  joined  American Express  Company  as  Executive  Vice
President and Chief Information Officer in 1995. Prior to that, he was President
of  Galileo International. Prior to his assignment at Galileo International, Mr.
Loren was President and  CEO of Covia Partnership,  which combined with  Galileo
International  in 1993 to become the world's largest global computer reservation
system. Before that, Mr.  Loren was President of  Apple USA with  responsibility
for Apple's domestic marketing, sales, customer service and
 
                                       2

distribution.  Mr.  Loren also  previously held  a  number of  senior executive,
technical and operational positions with  CIGNA, a major insurance company.  Mr.
Loren  is a director of Reynolds & Reynolds Co., a public company which provides
computer systems and business forms.
 
 NOMINEES FOR ELECTION BY HOLDER OF SERIES A COMMON SHARES AND PREFERRED STOCK
 


                                               POSITION WITH THE COMPANY              SERVED AS
             NAME               AGE            AND PRINCIPAL OCCUPATION             DIRECTOR SINCE
- - ------------------------------  ---  ---------------------------------------------  --------------
                                                                           
LeRoy T. Carlson, Jr..........   49  Chairman and Director of the Company and            1984
                                      President and Chief Executive Officer of TDS
Walter C. D. Carlson..........   42  Director of the Company and Partner, Sidley &       1989
                                      Austin, Chicago, Illinois

 
    LeRoy T.  Carlson,  Jr., has  been  the Chairman  of  the Company,  and  the
President  and Chief  Executive Officer  of TDS, for  more than  five years. Mr.
Carlson also serves on the Board of Directors of TDS. He is also a director  and
Chairman  of each of  American Paging, Inc.  [AMEX: "APP"], a  subsidiary of TDS
which provides radio paging services, American Portable Telecom, Inc. ("APT"), a
subsidiary  of  TDS  which  is  developing  broadband  personal   communications
services,  and TDS Telecommunications Corporation  ("TDS Telecom"), a subsidiary
of TDS which  operates local  telephone companies.  He is  the son  of LeRoy  T.
Carlson and the brother of Walter C.D. Carlson.
 
    Walter  C.D. Carlson has been  a partner of the law  firm of Sidley & Austin
for more than five years.  He also serves on the  Board of Directors of TDS  and
APT. He is the son of LeRoy T. Carlson and the brother of LeRoy T. Carlson, Jr.
 
    All nominees are currently Class III directors. Mr. Loren will be elected by
the  holders of Common  Shares. LeRoy T.  Carlson, Jr., and  Walter C.D. Carlson
will be elected by TDS as the sole  holder of Series A Common Shares and  shares
of Preferred Stock.
 
OTHER DIRECTORS
 
    The  following persons  are currently directors  of the  Company whose terms
will continue following the Annual Meeting.
 
              CLASS I DIRECTORS--TERMS SCHEDULED TO EXPIRE IN 1997
 
    The following persons were elected at the Annual Meeting of Shareholders  on
May 5, 1994, to serve as Class I directors for a period of three years, or until
their successors are elected and qualified.
 


                                               POSITION WITH THE COMPANY              SERVED AS
             NAME               AGE            AND PRINCIPAL OCCUPATION             DIRECTOR SINCE
- - ------------------------------  ---  ---------------------------------------------  --------------
                                                                           
H. Donald Nelson..............   62  President (chief executive officer) and             1984
                                      Director of the Company
LeRoy T. Carlson..............   79  Director of the Company and Chairman of TDS         1987

 
    H.  Donald Nelson  has been the  President (chief executive  officer) of the
Company for more than five years.
 
    LeRoy T. Carlson has been the Chairman  of TDS for more than five years  and
is  a member of its Board of Directors. He  is also a director of APT. He is the
father of LeRoy T. Carlson, Jr., and Walter C.D. Carlson.
 
    Mr. Nelson and Mr. Carlson were elected by TDS as the sole holder of  Series
A Common Shares.
 
                                       3

             CLASS II DIRECTORS--TERMS SCHEDULED TO EXPIRE IN 1998
 
    The  following persons were elected at the Annual Meeting of Shareholders on
May 17, 1995, to  serve as Class II  directors for a period  of three years,  or
until their successors are elected and qualified.
 


                                               POSITION WITH THE COMPANY              SERVED AS
             NAME               AGE            AND PRINCIPAL OCCUPATION             DIRECTOR SINCE
- - ------------------------------  ---  ---------------------------------------------  --------------
                                                                           
Paul-Henri Denuit.............   61  Director of the Company and Chief Executive         1988
                                      Officer and Managing Director of S.A.
                                      Coditel
Murray L. Swanson.............   54  Director of the Company and Executive Vice          1987
                                      President-Finance of TDS

 
    Paul-Henri  Denuit was  appointed a director  of the Company  in 1988. Since
1971, he has  served as Chief  Executive Officer and  Managing Director of  S.A.
Coditel, which is a beneficial holder of 2,279,583 Common Shares of the Company.
Mr. Denuit was appointed as a director of the Company pursuant to the terms of a
Common  Stock Purchase Agreement  dated April 24, 1987,  between the Company and
S.A. Coditel.
 
    Murray L.  Swanson  has  been Executive  Vice  President-Finance  and  chief
financial  officer of TDS for  more than five years.  Mr. Swanson also serves on
the Board of Directors of TDS, APP, APT and TDS Telecom.
 
    Mr. Denuit was elected by the holders  of Common Shares and Mr. Swanson  was
elected  by TDS  as the  sole holder  of Series  A Common  Shares and  shares of
Preferred Stock.
 
                            COMMITTEES AND MEETINGS
 
    The Board of Directors of the Company held four meetings during 1995. All of
the directors attended at least  75% of the meetings  of the Board of  Directors
held in 1995.
 
    The  Board  of  Directors  does  not  presently  have  a  formal  nominating
committee.
 
    The  Audit  Committee  of  the  Board  of  Directors,  among  other  things,
determines  audit  policies, reviews  external  and internal  audit  reports and
reviews recommendations  made  by  the Company's  internal  auditing  staff  and
independent  public  accountants. The  Audit  Committee is  composed  of Messrs.
Walter C.D. Carlson (chairman), Paul-Henri Denuit and Allan Z. Loren. The  Audit
Committee  held three meetings  in 1995. Each of  the committee members attended
two of the three meetings held in 1995.
 
    The Stock Option Compensation Committee  of the Board of Directors  consists
of  Walter C.D.  Carlson (chairman), Paul-Henri  Denuit and Allan  Z. Loren. The
principal functions of the Stock  Option Compensation Committee are to  consider
and  approve long-term compensation  for executive officers  and to consider and
recommend new long-term compensation plans or changes to long-term  compensation
plans  to the Board  of Directors. The Stock  Option Compensation Committee held
one meeting in 1995, which was attended by all members of such committee. It  is
expected that the Stock Option Compensation Committee will consist of Paul-Henri
Denuit and Allan Z. Loren following the 1996 Annual Meeting.
 
                                       4

                               EXECUTIVE OFFICERS
 
    Set  forth  below is  a table  identifying other  executive officers  of the
Company who are not identified in the tables regarding the election of directors
of the Company.
 


             NAME                AGE                POSITION WITH COMPANY
- - -------------------------------  ---  --------------------------------------------------
                                
Douglas S. Arnold..............   41  Vice President-Human Resources
David M. Friedman..............   49  Vice President-Marketing
Joyce V. Gab Kneeland..........   38  Vice President-Operations
Richard W. Goehring............   46  Vice President-Engineering
Kari L. Jordan.................   42  Vice President-Business Development
Kenneth R. Meyers..............   42  Vice President-Finance (chief financial officer)
                                      and Treasurer
Michael A. Mutz................   44  Vice President-Operations
Edward W. Towers...............   48  Vice President-Market and Business Development
James D. West..................   43  Vice President-Information Services
Phillip A. Lorenzini...........   44  Controller (principal accounting officer)
Stephen P. Fitzell.............   42  Secretary

 
    Douglas S. Arnold joined  the Company in January  1995 and was appointed  as
Vice President-Human Resources in February 1995. Prior to that time, he was Vice
President of Employee Relations of Pizza Hut International since September 1992.
Between  1980 and September 1992, Mr. Arnold  was employed at Frito-Lay, Inc. in
various capacities, most recently as Human Resource Director.
 
    David M. Friedman joined the Company in December 1995 and was appointed Vice
President-Marketing in March 1996. Prior to that time, he was Vice President  of
Product  Marketing  and  Customer Support  for  Covia Technologies,  a  start up
software company, between 1994 and 1995.  Before that, between 1993 and 1994  he
was President and founder of Performance Marketing Group, a consulting firm, and
between  1990  and 1992  was  Vice President  and  General Manager  of Ameritech
Services, a provider of telecommunications services.
 
    Joyce V. Gab Kneeland has been Vice President-Operations since January 1994.
Prior  to  that  time,   she  was  the   Vice  President-Customer  Service   and
Administration of the Company for more than five years.
 
    Richard  W. Goehring has been Vice  President-Engineering of the Company for
more than five years.
 
    Kari L. Jordan was appointed Vice President-Business Development in  January
1996.  Between 1994 and 1995, Ms. Jordan was Vice President-Operations. Prior to
that time, she  held various  positions with the  Company for  over five  years,
including   Regional   General   Manager-National   Region,   Regional   General
Manager-Northeast Region and Director of Marketing.
 
    Kenneth R.  Meyers  has been  the  Vice President-Finance  (chief  financial
officer) and Treasurer of the Company for more than five years.
 
    Michael  A. Mutz joined the  Company in January 1995  and was appointed Vice
President-Operations in February 1995.  Prior to that time,  he was employed  at
AT&T Corp. in various capacities since 1983, most recently as General Manager of
Direct  Marketing  Services  for  the  Global  Business  Communications  Systems
Division and prior thereto as General  Manager for the General Business  Systems
Division.
 
    Edward  W. Towers has been Vice President-Market and Business Development of
the Company for more than five years.
 
    James D. West has been Vice President-Information Services since 1992. Prior
to that time  he was  employed at  Andersen Consulting  for over  five years  in
various capacities, most recently as an associate partner.
 
    Phillip  A. Lorenzini has  been principal accounting  officer since 1993. He
has been the Controller of the Company for more than five years.
 
    Stephen P. Fitzell has been  the Secretary of the  Company and a partner  of
the law firm of Sidley & Austin for more than five years.
 
    All  of the  Company's executive  officers devote all  of their  time to the
affairs of the Company, except for LeRoy  T. Carlson, Jr., Edward W. Towers  and
Stephen   P.  Fitzell.   LeRoy  T.  Carlson,   Jr.,  who  is   employed  by  TDS
 
                                       5

as its President and Chief Executive Officer,  devotes a portion of his time  in
that capacity to the affairs of the Company. Edward W. Towers is employed by TDS
and devotes substantially all of his time to the development of the Company. Mr.
Fitzell is a practicing attorney.
 
                                   PROPOSAL 2
                   APPROVAL OF INDEPENDENT PUBLIC ACCOUNTANTS
 
    The  directors anticipate continuing the services  of Arthur Andersen LLP as
independent public accountants for the  current fiscal year. Representatives  of
Arthur  Andersen LLP, who served as  independent public accountants for the last
fiscal year, are expected  to be present at  the Annual Meeting of  Shareholders
and  will have the  opportunity to make  a statement and  respond to appropriate
questions raised by shareholders at the  Annual Meeting or submitted in  writing
prior thereto.
 
    Shareholder  ratification of  the selection  of Arthur  Andersen LLP  as the
Company's independent  public  accountants is  not  required by  the  Bylaws  or
otherwise.  However,  as  a matter  of  good  corporate practice,  the  Board of
Directors has elected to seek such  ratification by the affirmative vote of  the
holders  of  a majority  of the  voting power  of all  classes of  capital stock
present in person or represented by proxy  and entitled to vote with respect  to
such  matter at the Annual  Meeting. Should the shareholders  fail to ratify the
selection of Arthur Andersen LLP as independent public accountants, the Board of
Directors will consider whether to retain such firm for the year ending December
31, 1996,  subject to  the obligations  of the  Company under  the  Intercompany
Agreement  to engage the same firm of independent public accountants selected by
TDS. See "Executive Compensation--Compensation Committee Interlocks and  Insider
Participation--Intercompany Agreement--Accountants and Legal Counsel."
 
    THE BOARD OF DIRECTORS RECOMMENDS A VOTE "FOR" RATIFICATION OF THE SELECTION
OF ARTHUR ANDERSEN LLP AS INDEPENDENT PUBLIC ACCOUNTANTS FOR THE COMPANY FOR THE
CURRENT FISCAL YEAR.
 
                             EXECUTIVE COMPENSATION
 
SUMMARY OF COMPENSATION
 
    The  following table sets  forth compensation information  for the President
and Chief Executive Officer of the Company and the four most highly  compensated
executive  officers other  than the  President and  Chief Executive  Officer for
services rendered during the years ended December 31, 1995, 1994 and 1993.
 
                           SUMMARY COMPENSATION TABLE
 


                                                                                                 LONG-TERM
                                                                                            COMPENSATION AWARDS
                                                                                            -------------------
                                                             ANNUAL COMPENSATION(2)             SECURITIES
                                                       -----------------------------------      UNDERLYING          ALL OTHER
           NAME AND PRINCIPAL POSITION(1)                YEAR      SALARY(3)    BONUS(4)      OPTIONS/SARS(5)    COMPENSATION(6)
- - -----------------------------------------------------  ---------  -----------  -----------  -------------------  ----------------
                                                                                                  
H. Donald Nelson                                            1995  $   274,712  $    74,520           9,736          $   31,803
 President (chief executive officer)                        1994  $   245,726  $   110,000          28,414          $   21,615
                                                            1993  $   206,375  $    66,500             600          $    4,714
 
Joyce V. Gab Kneeland                                       1995  $   156,417  $    36,900           3,691          $   13,286
 Vice President - Operations                                1994  $   139,167  $    54,000           9,814          $   10,531
                                                            1993  $   124,141  $    34,450             600          $    2,193
 
Richard W. Goehring                                         1995  $   201,917  $    48,600           5,850          $   17,642
 Vice President - Engineering                               1994  $   176,569  $    70,300          15,564          $   14,209
                                                            1993  $   149,625  $    46,200             600          $    1,799
 
Kenneth R. Meyers                                           1995  $   172,500  $    40,500           4,418          $   14,954
 Vice President - Finance                                   1994  $   139,167  $    60,225          11,714          $   10,815
 (chief financial officer) and Treasurer                    1993  $   126,310  $    34,450             600          $    2,217
 
Douglas S. Arnold (7)                                       1995  $   146,500  $    49,250           9,600          $   69,697
 Vice President - Human Resources                           1994  $        --  $        --              --          $       --
                                                            1993  $        --  $        --              --          $       --
 
LeRoy T. Carlson, Jr.                                       1995  $   116,064  $        --             N/A                 N/A
 Chairman - See Footnote (1)                                1994  $   125,252  $    46,504             N/A                 N/A
                                                            1993  $   125,316  $    35,680             N/A                 N/A

 
                                       6

- - ------------
(1)  Mr.  LeRoy  T.  Carlson,  Jr.,   Chairman  of  the  Company,  receives   no
     compensation  directly from the Company. Mr.  Carlson is compensated by TDS
     in connection with  his services  for TDS and  TDS subsidiaries,  including
     USM.  A portion of Mr. Carlson's salary and bonus paid by TDS is charged to
     the Company by TDS pursuant  to the Intercompany Agreement discussed  below
     under  "Intercompany  Agreement."  Pursuant  to  the  requirements  of  the
     Securities and Exchange Commission, such amounts charged to USM by TDS  are
     reported  in the above  table in addition to  the information presented for
     the other named executive officers. The amount of Mr. Carlson's 1995  bonus
     has  not yet  been determined. Mr.  Carlson does not  receive any long-term
     compensation awards or any other compensation from the Company. Mr. Carlson
     receives long-term and other compensation from TDS, but this is not charged
     to USM.
 
(2)  Does not include the  discount amount of any  employee stock purchase  plan
     since   such  plans  are  generally  available  to  all  eligible  salaried
     employees. Does not include the value of any perquisites and other personal
     benefits, securities  or  property,  since the  aggregate  amount  of  such
     compensation  is less than the lesser of either $50,000 or 10% of the total
     of annual salary and bonus reported for the named executive officers above.
 
(3)  Represents the dollar value  of base salary (cash  and non-cash) earned  by
     the named executive officer during the fiscal year identified.
 
(4)  Represents  the dollar  value of  bonus (cash  and non-cash)  earned by the
     named executive officer during the fiscal year identified. The bonuses  for
     1995  have not  yet been determined.  The dollar amounts  in 1995 represent
     advance payments  which  were  authorized  by the  Chairman  to  all  named
     executive  officers  of approximately  two-thirds  of the  1994  bonus. See
     "Executive Officer Compensation Report." In addition, the bonus to  Douglas
     S.  Arnold  includes an  additional  $20,000 bonus  paid  to Mr.  Arnold in
     connection with his employment in 1995.
 
(5)  Represents the number of shares of  common stock of the Company subject  to
     stock  options ("Options")  awarded during  the fiscal  year identified. No
     stock appreciation rights  ("SARs") were awarded,  either on a  stand-alone
     basis or in tandem with Options, during any of the identified fiscal years.
 
(6)  Includes contributions for the benefit of the named executive officer under
     the  TDS Tax-Deferred Savings Plan ("TDSP"), the USM Pension Plan ("Pension
     Plan") and the  TDS Supplemental  Executive Retirement  Plan ("SERP"),  the
     taxable  dollar value  of any  insurance premiums  paid during  the covered
     fiscal year with  respect to  term life insurance  for the  benefit of  the
     named executive ("Life Insurance") and the reimbursement of moving expenses
     ("Moving Expenses"), as indicated below for 1995:
 


                          H. DONALD NELSON   JOYCE V. GAB KNEELAND  RICHARD W. GOEHRING  KENNETH R. MEYERS   DOUGLAS S. ARNOLD
                          -----------------  ---------------------  -------------------  ------------------  -----------------
                                                                                              
TDSP                          $   1,800            $   1,800             $   1,800           $    1,800          $      --
Pension Plan                      7,164                7,164                 7,164                7,164                 --
SERP                             17,877                4,181                 8,055                5,740                 --
Life Insurance                    4,962                  141                   623                  250                193
Moving Expenses                      --                   --                    --                   --             69,504
                               --------             --------              --------             --------           --------
                              $  31,803            $  13,286             $  17,642           $   14,954          $  69,697
                               --------             --------              --------             --------           --------
                               --------             --------              --------             --------           --------

 
(7) Mr. Arnold joined the Company in January 1995.
 
                                       7

GENERAL INFORMATION REGARDING OPTIONS AND SARS
 
    The following tables show, as to the executive officers who are named in the
Summary Compensation Table, information regarding Options and/or SARs.
 
                      INDIVIDUAL OPTION/SAR GRANTS IN 1995
 


                                         NUMBER OF                                                       POTENTIAL REALIZABLE VALUE
                                        SECURITIES     % OF TOTAL                                         AT ASSUMED ANNUAL RATES
                                        UNDERLYING      OPTIONS/                                        OF STOCK PRICE APPRECIATION
                                         OPTIONS/     SARS GRANTED                                          FOR OPTION TERMS(5)
                                           SARS            TO        EXERCISE    MARKET    EXPIRATION   ----------------------------
               NAME(1)                  GRANTED(2)    EMPLOYEES(3)    PRICE     PRICE(4)      DATE        0%       5%        10%
- - --------------------------------------  -----------   ------------   --------   --------   ----------   ------  --------  ----------
                                                                                                  
H. Donald Nelson
  1994 Performance Options(6).........     9,136          18%         $29.33     $29.33      11/09/04   $   --  $158,623  $  396,611
  1991 Options(7).....................       600          10%         $15.67     $32.29      11/01/97    9,972    12,754      15,778
                                                          --
                                           -----                                                        ------  --------  ----------
    Total.............................     9,736          10%                                           $9,972  $171,377  $  412,389
                                           -----          --                                            ------  --------  ----------
                                           -----          --                                            ------  --------  ----------
Joyce V. Gab Kneeland
  1994 Performance Options(6).........     3,091           6%         $29.33     $29.33      11/09/04   $   --  $ 53,667  $  134,186
  1991 Options(7).....................       600          10%         $15.67     $32.29      11/01/97    9,972    12,754      15,778
                                                          --
                                           -----                                                        ------  --------  ----------
  Total...............................     3,691           4%                                           $9,972  $ 66,421  $  149,964
                                           -----          --                                            ------  --------  ----------
                                           -----          --                                            ------  --------  ----------
Richard W. Goehring
  1994 Performance Options(6).........     5,250          10%         $29.33     $29.33      11/09/04   $   --  $ 91,153  $  227,912
  1991 Options(7).....................       600          10%         $15.67     $32.29      11/01/97    9,972    12,754      15,778
                                                          --
                                           -----                                                        ------  --------  ----------
    Total.............................     5,850           6%                                           $9,972  $103,907  $  243,690
                                           -----          --                                            ------  --------  ----------
                                           -----          --                                            ------  --------  ----------
Kenneth R. Meyers
  1994 Performance Options(6).........     3,818           8%         $29.33     $29.33      11/09/04   $   --  $ 66,290  $  165,746
  1991 Options(7).....................       600          10%         $15.67     $32.29      11/01/97    9,972    12,754      15,778
                                                          --
                                           -----                                                        ------  --------  ----------
    Total.............................     4,418           5%                                           $9,972  $ 79,044  $  181,524
                                           -----          --                                            ------  --------  ----------
                                           -----          --                                            ------  --------  ----------
Douglas S. Arnold
  1995 Automatic Options(8)...........     9,600          10%         $31.38     $31.38      11/09/04   $   --  $182,323  $  458,087
                                           -----          --                                            ------  --------  ----------
                                           -----          --                                            ------  --------  ----------

 
- - ----------
(1)  Mr.  LeRoy T. Carlson, Jr., does not  receive Options or SARs from USM. Mr.
     Carlson receives long-term compensation from  TDS, but this is not  charged
     to USM by TDS.
 
(2)  Represents  number of USM shares underlying Options/SARs which were awarded
     for the named executive during the fiscal year.
 
(3)  Represents the percent of total USM shares underlying Options/SARs  awarded
     to  employees  during the  fiscal year  as  1994 Performance  Options, 1991
     Options and in  total (except with  respect to Douglas  S. Arnold in  which
     case the percentage represents the percentage of total Options).
 
(4)  Represents the fair market value of the Common Shares as of the award date.
 
(5)  Represents  the  potential  realizable  value  of  each  grant  of Options,
     assuming that the market price of  Common Shares appreciates in value  from
     the  award date to the  end of the Option  term at the indicated annualized
     rates.
 
(6)  On May 1, 1995,  each of the named  executive officers was granted  options
     (the  "Performance  Options")  to  purchase  Common  Shares  based  on  the
     achievement of certain  levels of corporate  and individual performance  in
     1994  as contemplated  by the 1994  Long-Term Incentive  Plan. The purchase
     price per Common Share subject to the Performance Options is the average of
     the closing price of the Common  Shares on the American Stock Exchange  for
     the  20 trading days  ended on the trading  day immediately preceding April
     30, 1995. The Performance Options became exercisable on December 15, 1995.
 
(7)  On February 1,  1991, the  named officers  received awards  of Options  for
     shares  which could vary between 80% and 120% of a targeted amount based on
     performance. Therefore, 80% of the targeted amount was awarded on the grant
     date, and each year during the term of the options an additional number  of
     shares,  up  to  40%  of  the targeted  amount,  may  be  awarded  based on
     performance for the prior year. Any  amount over such minimum amount  which
     is  awarded based on performance  in any year is shown  above as a grant in
     that year. The Options identified become  exercisable on February 1 of  the
     year  following the year in  which they are awarded.  The exercise price of
     the Options is equal to the average  market price of Common Shares for  the
     20 consecutive trading days ended on the original grant date.
 
(8)  On  February 22, 1995,  Mr. Arnold was  granted an option  to acquire 9,600
     Common Shares at the exercise price of $31.38 per share.
 
                                       8

                  AGGREGATED OPTION/SAR EXERCISES IN 1995 AND
                 AGGREGATED DECEMBER 31, 1995 OPTION/SAR VALUE
 


                                                                              AS OF DECEMBER 31, 1995
                                                             ---------------------------------------------------------
                                                                NUMBER OF SECURITIES          VALUE OF UNEXERCISED
                                                               UNDERLYING UNEXERCISED             IN-THE-MONEY
                                                                   OPTIONS/SARS(2)               OPTIONS/SARS(3)
                                                             ---------------------------   ---------------------------
          NAME(1)                                            EXERCISABLE   UNEXERCISABLE   EXERCISABLE   UNEXERCISABLE
- - ---------------------------                                  -----------   -------------   -----------   -------------
                                                                                          
H. Donald Nelson...........  1994 Automatic Options(4)         11,280         16,920        $ 16,920       $ 25,380
                             1994 Performance Options(5)        9,136             --          40,381             --
                             1991 Options(6)                    6,638          4,200         120,015         75,936
                             SARs(7)                           16,800         19,200         315,000        360,000
                                                             -----------   -------------   -----------   -------------
                             TOTAL                             43,854         40,320        $492,316       $461,316
                                                             -----------   -------------   -----------   -------------
                                                             -----------   -------------   -----------   -------------
Joyce V. Gab Kneeland......  1994 Automatic Options(4)          3,840          5,760        $  5,760       $  8,640
                             1994 Performance Options(5)        3,091             --          13,662             --
                             1991 Options(6)                    6,638          4,200         120,015         75,936
                             SARs(7)                            8,400          3,600         157,500         67,500
                                                             -----------   -------------   -----------   -------------
                             TOTAL                             21,969         13,560        $296,937       $152,076
                                                             -----------   -------------   -----------   -------------
                                                             -----------   -------------   -----------   -------------
Richard W. Goehring........  1994 Automatic Options(4)          6,140          9,210        $  9,210       $ 13,815
                             1994 Performance Options(5)        5,250             --          23,205             --
                             1991 Options(6)                    6,638          4,200         120,015         75,936
                             SARs(7)                            8,400          3,600         157,500         67,500
                                                             -----------   -------------   -----------   -------------
                             TOTAL                             26,428         17,010        $309,930       $157,251
                                                             -----------   -------------   -----------   -------------
                                                             -----------   -------------   -----------   -------------
Kenneth R. Meyers..........  1994 Automatic Options(4)          4,600          6,900        $  6,900       $ 10,350
                             1994 Performance Options(5)        3,818             --          16,876             --
                             1991 Options(6)                    6,638          4,200         120,015         75,936
                             SARs(7)                            8,400          3,600         157,500         67,500
                                                             -----------   -------------   -----------   -------------
                             TOTAL                             23,456         14,700        $301,291       $153,786
                                                             -----------   -------------   -----------   -------------
                                                             -----------   -------------   -----------   -------------
Douglas S. Arnold..........  1995 Automatic Options(8)          2,400          7,200        $  5,688       $ 17,064
                                                             -----------   -------------   -----------   -------------
                                                             -----------   -------------   -----------   -------------

 
- - ----------
(1)  Mr. LeRoy T. Carlson, Jr., does not  receive Options or SARs from USM.  Mr.
     Carlson  receives long-term compensation from TDS,  but this is not charged
     to USM by TDS.
 
(2)  Represents  number  of  shares  subject  to  free-standing  Options  and/or
     free-standing SARs, as indicated, as of December 31, 1995.
 
(3)  Represents  the aggregate dollar value of in-the-money, unexercised Options
     and/or SARs held at December 31, 1995, based on the difference between  the
     exercise  price  and $33.75,  the  closing price  of  the Common  Shares on
     December 29,  1995,  the last  trading  day in  1995,  as reported  in  the
     American Stock Exchange Composite Transactions by THE WALL STREET JOURNAL.
 
(4)  The  1994 Automatic Options become exercisable  in annual increments of 20%
     on each  of  December  15,  1994,  and on  the  first  through  the  fourth
     anniversaries  of such date, and are  exercisable until November 9, 2004 at
     the exercise price of $32.25 per share.
 
(5)  The 1994 Performance Options  became exercisable on  December 15, 1995  and
     are  exercisable until November 9, 2004 at the exercise price of $29.33 per
     share.
 
(6)  The 1991 Options  are exercisable until  November 1, 1997  at the  exercise
     price of $15.67 per share.
 
(7)  The  SARs were granted in 1988 and are exercisable at the exercise price of
     $15.00 per share.
 
(8)  The 1995 Automatic Options became exercisable with respect to 2,400  Common
     Shares  on December  15, 1995,  and become  exercisable with  respect to an
     additional 2,400  Common Shares  on each  anniversary thereof  through  and
     including  December 15, 1998, and are exercisable until November 9, 2004 at
     the exercise price of $31.38 per share.
 
    None of the named executive officers exercised options in 1995.
 
PENSION PLAN AND SUPPLEMENTAL BENEFIT AGREEMENT
 
    In 1994, USM  adopted the  United States Cellular  Corporation Pension  Plan
(the  "USM Pension  Plan"). The  USM Pension  Plan, a  qualified noncontributory
defined contribution pension plan, provides pension benefits for USM  employees.
Under  the USM  Pension Plan, pension  costs are calculated  separately for each
participant and are funded  currently. The amounts  of the annual  contributions
for  the  benefit of  the named  executive  officers are  included above  in the
Summary Compensation Table under "All Other Compensation."
 
                                       9

    In 1994, USM adopted  a Supplemental Executive  Retirement Plan ("SERP")  to
provide  supplemental  benefits  under  the  USM  Pension  Plan.  The  SERP  was
established to offset  the reduction  of benefits  caused by  the limitation  on
annual  employee compensation  under the  Internal Revenue  Code. The  SERP is a
nonqualified deferred  compensation plan  and is  intended to  be unfunded.  The
amounts  of the  accruals for  the benefit of  the named  executive officers are
included above in the Summary Compensation Table under "All Other Compensation."
 
    The Company has entered into a supplemental benefit agreement with H. Donald
Nelson that requires the Company to pay a supplemental retirement benefit to Mr.
Nelson. The agreement was entered into because Mr. Nelson's employment with  TDS
was  terminated upon  the completion  of the  initial public  offering of Common
Shares of the Company in May 1988  (the "Initial Public Offering"). As a  result
thereof,  he no longer is  an active participant in  the TDS Pension Plan. Under
the supplemental benefit agreement, the Company  is obligated to pay Mr.  Nelson
an  amount equal  to the difference  between the retirement  benefit he receives
from the TDS Pension Plan and that which he would have received had he continued
to work for  TDS, less any  amounts which he  is entitled to  receive under  any
other  qualified pension plan (such  as the USM Pension  Plan). The Company will
pay any such benefit at the same  time as Mr. Nelson receives payments from  the
TDS  Pension Plan. At the  time of Mr. Nelson's  withdrawal from the TDS Pension
Plan, he had  5 years  of credited  service. If he  had continued  as an  active
participant,  he  would  have  received  credit for  16  years  of  service upon
retirement at age 65.  If Mr. Nelson  had continued to be  employed by TDS,  and
remained  employed through  age 65,  he would have  been eligible  to receive an
estimated annual benefit upon retirement of approximately $40,000 under the  TDS
Pension  Plan. Mr. Nelson is expected to  receive an aggregate annual benefit of
approximately  $15,000  under  the  TDS  Pension  Plan  and  USM  Pension  Plan.
Accordingly,  Mr. Nelson is  expected to receive an  estimated annual benefit of
approximately $25,000 under the  supplemental benefit agreement. Such  estimates
are  based  on  Mr. Nelson's  base  salary,  which is  included  in  the Summary
Compensation Table above, and calculations of certain projections to age 65. The
actual benefits payable  to Mr. Nelson  upon retirement will  be based upon  the
facts  that exist at the time and will be determined actuarially pursuant to the
TDS Pension  Plan. Since  the nature  of  this agreement  is a  defined  benefit
arrangement, no amounts related thereto are included in the Summary Compensation
Table.
 
COMPENSATION OF DIRECTORS
 
    Directors  of  the Company  who  are not  employees  of the  Company  or its
subsidiaries or affiliates receive $1,000 for attendance at each meeting of  the
Board  of Directors and $500 for attendance at each audit committee meeting, and
an annual fee of $12,000 per year. Directors who are employees of the Company or
a subsidiary or affiliate thereof do not receive any additional compensation for
services rendered as directors. All  directors are reimbursed for  out-of-pocket
expenses  incurred in  connection with  attendance at  meetings of  the Board of
Directors and meetings of committees thereof.
 
EXECUTIVE OFFICER COMPENSATION REPORT
 
    This report is submitted by LeRoy T. Carlson, Jr., Chairman of the  Company,
who in effect functions as the compensation committee of the Board of Directors,
except  with  respect  to  long-term  compensation,  and  by  the  Stock  Option
Compensation Committee, which approves long-term compensation for the  executive
officers of the Company.
 
    The  Chairman, who is also the President and Chief Executive Officer of TDS,
is paid by  TDS and  receives no compensation  directly from  the Company.  (See
Footnote  (1) to  the Summary  Compensation Table.)  As the  President and Chief
Executive Officer of TDS, the Chairman of the Company represents the controlling
shareholder of the Company.
 
    The Stock Option Compensation  Committee of the  Company consists of  Walter
C.D.  Carlson (chairman), Paul-Henri Denuit and Allan Z. Loren. The Stock Option
Compensation Committee approves long-term compensation for executive officers of
the Company. The Company's  Stock Option Compensation  Committee is composed  of
members  of the Board of  Directors of USM who are  not officers or employees of
TDS or USM or their subsidiaries. Walter C.D. Carlson is also a director of TDS.
 
    The Company's  compensation policy  for executive  officers is  intended  to
provide  incentives for the achievement  of corporate and individual performance
goals and to provide compensation  consistent with the financial performance  of
the  Company. The  Company's policy  is based on  the belief  that the incentive
 
                                       10

compensation performance goals for executive officers should be based on factors
over which such officers have significant control and which are important to the
Company's long-term success. It is  also believed that compensation paid  should
be  appropriate  in relation  to the  financial performance  of the  Company and
should be sufficient  to enable the  Company to attract  and retain  individuals
possessing   the  talents  required  for   the  Company's  long-term  successful
performance.
 
    Executive compensation consists of  both annual and long-term  compensation.
Annual  compensation consists of a base  salary and bonus. The Company evaluates
the base salary and bonus of each  executive officer on an annual basis.  Annual
compensation  decisions  are based  partly  on annual  performance  measures, as
described below.  Long-term compensation  is intended  to compensate  executives
primarily  for their contributions to  long-term increases in shareholder value.
Long-term compensation is generally provided through the grant of stock  options
and stock appreciation rights.
 
    The   process  of  determining  base  salary  begins  with  establishing  an
appropriate salary range for  each officer. Each officer's  range is based  upon
the  particular duties and responsibilities of  the officer, as well as salaries
for comparable  positions with  other companies  in the  cellular telephone  and
similar  industries. These other companies may include the companies included in
the peer group index described below under "Stock Performance Chart," as well as
other companies in  the telecommunications  industry and  other industries  with
similar characteristics, to the extent considered appropriate in the judgment of
the  Chairman, based on similarities of  size, function, geography or otherwise.
No written or formal list of  specific companies is prepared. Instead, the  Vice
President  of  Human Resources  of  TDS and  the  President of  USM  provide the
Chairman with various  sources of  information about  executive compensation  at
other companies, such as compensation reported in proxy statements of comparable
companies  and salary surveys  published by various  organizations. The Chairman
uses these sources and  makes a personal  determination of appropriate  sources,
companies and ranges for each executive officer, based on the recommendations of
the  President of USM with  respect to all officers  other than the President of
USM. The base  salary of each  officer is set  within a range  considered to  be
appropriate  in  the judgment  of the  Chairman  based on  an assessment  of the
particular responsibilities and performance of such officer taking into  account
the  performance of the  Company, other comparable  companies, the industry, and
the economy in  general during  the immediately  preceding year.  No written  or
formal salary survey is prepared nor is there formal documentation of the ranges
considered  appropriate in the  judgment of the  Chairman. Instead, the Chairman
makes the determination  of the  appropriate ranges based  on the  total mix  of
information  available  to him.  The  salaries of  the  President and  the other
executive officers are believed to be at  or slightly higher than the median  of
the ranges considered to be relevant in the judgment of the Chairman. The ranges
considered  to be relevant by  the Chairman are based  on his informed judgment,
using the information provided to him  by the Vice President of Human  Resources
of TDS and the President of USM, as discussed above. The ranges are not based on
any  formal analysis  nor is  there any  documentation of  the ranges  which the
Chairman considers relevant in making his compensation decisions.
 
    Annually, the  nature  and  extent  of  each  executive  officer's  personal
accomplishments  and contributions for the year  are evaluated by the President.
With regard to all executive officers other than the Chairman and the President,
the President  evaluates the  information in  terms of  the personal  objectives
given  by the President or other direct supervisor to such executive officer for
the performance appraisal period. The President also makes an assessment of  how
well  the Company did  as a whole  during the year  and the extent  to which the
executive officer contributed to the results. Except as discussed below for  the
bonus  program, no specific measures of performance are considered determinative
in the base salary compensation decisions of executive officers. Instead, all of
the facts and circumstances  are taken into consideration  by the President  and
the  Chairman in their  executive compensation decisions.  Ultimately, it is the
judgment of  the Chairman  based on  the recommendation  of the  President  that
determines  an executive's  base salary  based on  the total  mix of information
rather than on relationships to any specific measures of performance.
 
    In addition,  the executive  officers participate  in a  bonus program.  The
objectives  of the  1995 Bonus  Program for Senior  Corporate Staff  of USM (the
"1995 Bonus  Plan") are:  (i)  to provide  suitable  incentives for  the  senior
corporate  management of  USM to extend  their best efforts  to achieve superior
results in relation to  key performance targets, (ii)  to suitably reward  USM's
senior corporate management team in relation to their
 
                                       11

success  in meeting and  exceeding these performance targets,  and (iii) to help
USM attract and retain  talented management personnel  in positions of  critical
importance  to  the success  of the  Company.  A team  performance award  and an
individual performance award are available under the 1995 Bonus Plan.
 
    For target performance on the team and individual categories, the 1995 Bonus
Plan was designed to generate a targeted  1995 bonus pool equal to the total  of
25%  of the aggregate of  the base salaries of  the Company's executive officers
other than the  President. Under the  1995 Bonus  Plan, the size  of the  target
bonus  pool is increased or decreased  depending on USM's 1995 achievements with
respect to the performance categories. No bonus pool is paid under such plan  if
minimum  performance levels  are not achieved  in these  categories. The maximum
bonus pool that could be generated, which would require exceptional  performance
in all areas, would equal the total of 40% of the aggregate base salaries of the
Company's executive officers other than the President. Of the 25% which would be
payable at target performance, 7.5% represents a targeted individual performance
award  and a total of 17.5% represents a targeted team bonus award. The targeted
team award includes a discretionary team award of 3.5% and an objective award of
14% for a total  targeted team bonus award  of 17.5%. The objective  performance
categories  include (i) cash  flow (6.125% of the  targeted award), (ii) service
revenue (5.25% of the targeted award)  and (iii) quality improvement (2.625%  of
the targeted award).
 
    The  discretionary  team  performance  category,  representing  3.5%  of the
targeted award of 25%,  permits the participants to  earn bonus dollars  through
USM's  performance and their individual performance in areas not measured or not
adequately measured by objective team  performance categories. The President  of
USM  determines a bonus  percentage to award  for discretionary team performance
and presents his recommendation to the Chairman for his approval. This  decision
is made in a similar manner to that described above for the base salary decision
and  is based  primarily on  an assessment of  the team  performance in general,
considering all facts and circumstances.
 
    The 1995 Bonus  Plan also  provides a  discretionary individual  performance
category,  representing 7.5%  of the targeted  percentage of 25%,  to permit the
participants  to  earn  bonus  dollars  through  USM's  performance  and   their
individual  performance in areas not measured or not adequately measured by team
performance categories. The President  of USM determines  a bonus percentage  to
award  for discretionary individual performance  and presents his recommendation
to the Chairman for his approval. This  decision is made in a similar manner  to
that  described above for the base salary  decision and is based primarily on an
assessment of the executive's personal performance.
 
    Although the President and Chairman have  not yet taken action to  establish
the 1995 bonus, the Chairman has approved an advance payment of a portion of the
1995  bonus to all executive officers, including  the President, in an amount up
to two-thirds of the 1994 bonus. As a result, executive officers, including  the
President, received an advance bonus payment in 1995 of approximately two-thirds
of the 1994 bonus.
 
    Financial  personnel  prepare calculations  for  the President  and Chairman
which define whether the objective  performance categories discussed above  have
been  met,  exceeded  or not  met  in any  fiscal  year. The  Chairman  also has
presented to him, and has access to, numerous performance measures and financial
statistics prepared by Company  financial personnel. This financial  information
includes  the audited financial  statements of the Company,  as well as internal
financial statements such as budgets and their results, operating statistics and
various analyses.  The Chairman  will not  be limited  in his  analysis to  such
information,  and may consider  other factual or subjective  factors as he deems
appropriate in his compensation decisions.
 
    The base salary and  bonus ranges and actual  compensation of the  President
(chief  executive officer) of the Company are  determined in a manner similar to
the foregoing, but with some differences.  In addition to the factors  described
above for all executive officers in general, the Chairman considers compensation
paid  to chief executive officers of other comparable companies, including those
which are divisions or  subsidiaries of parent companies.  No written or  formal
list  of specific companies is prepared.  Instead, the Chairman is provided with
various sources of information about  executive compensation at other  companies
by  the  Vice  President  of  Human  Resources  of  TDS.  These  sources include
compensation reported in  proxy statements  of comparable  companies and  salary
surveys  published by various organizations. The Chairman uses these sources and
makes a personal determination of appropriate sources, companies and ranges  for
the President. The base salary of the President is set within a range considered
to  be appropriate in the judgment of the Chairman based on an assessment of the
particular   responsibilities   and   performance   of   such   officer   taking
 
                                       12

into  account  the  performance  of  the  Company  (as  discussed  above), other
comparable companies,  the  industry, and  the  economy in  general  during  the
period.  No  written  or formal  salary  survey  is prepared  nor  is  the range
considered appropriate in the judgment of the Chairman formally documented.  The
base  salary of  the President  increased to $274,712  in 1995  from $245,726 in
1994, representing  an  increase  of  approximately 11.8%.  The  salary  of  the
President  is believed to be at or slightly  higher than the median of the range
considered to be relevant in the judgment of the Chairman. The range  considered
to  be relevant  by the Chairman  is based  on his informed  judgment, using the
information provided to him by the Vice President of Human Resources of TDS,  as
discussed  above. The range is not based on any formal analysis nor is there any
documentation of the range which the  Chairman considers relevant in making  his
compensation  decisions for the President. The  President's final 1994 bonus was
$110,000 and approximately two-thirds of the 1994 bonus, or $74,520, was paid to
the President for 1995. The Chairman has  not yet taken action to establish  the
1995 bonus and the 1996 base salary for the President.
 
    As  with  the other  executive officers,  the  base salary  and compensation
decisions for the President are based on all facts and circumstances rather than
related to  any  specific  measures  of performance.  No  specific  measures  of
performance  are considered determinative in  the compensation of the President.
Instead, all of the facts and circumstances are taken into consideration by  the
Chairman  in his executive compensation decisions for the President. Ultimately,
it is the informed judgment of the Chairman that determines the salary and bonus
for the President, this being based on the total mix of information rather  than
on  any specific measures of performance. With respect to the President's bonus,
the Chairman does consider the results of  the 1995 Bonus Program and bases  the
amount  of  the bonus  to a  large degree  upon  the results  of the  Company as
measured by the performance objectives set  by the 1995 Bonus Program.  However,
with respect to the President, the relationship of the bonus to such performance
measures  is  not  applied mechanically  and  involves a  substantial  amount of
judgment on the part of the Chairman based on the total mix of information.
 
    The performance of the Company also  bears upon the number of stock  options
which  will  become  awarded  and  exercisable  with  respect  to  the executive
officers. As indicated under the  table "Individual Option/SAR Grants in  1995,"
the  named executive officers  received an award in  1995 of Performance Options
based  on  the  achievement  of  certain  levels  of  corporate  and  individual
performance  for 1994. In addition, the  executive officers received an award in
1995 of Options for USM shares which  were granted in 1991 and which could  vary
each year between 80% and 120% of a targeted amount based on performance for the
preceding year. See "Individual Option/SAR Grants in 1995."
 
    SECTION  162(M) OF THE CODE.  Section 162(m) of the Internal Revenue Code of
1986, as amended (the "Code") generally limits  to $1 million the amount that  a
publicly  held corporation is  allowed each year to  deduct for the compensation
paid to each of the corporation's chief executive officer and the  corporation's
four  most highly compensated  officers other than  the chief executive officer,
subject   to   certain   exceptions.   One   such   exception   is    "qualified
performance-based"  compensation. Compensation paid under  stock option plans is
"qualified performance-based compensation"  if all of  the following  conditions
are  satisfied: (i) options  are granted by  a compensation committee consisting
solely of two or more "outside directors;" (ii) the stock option plan states the
maximum number of shares with respect to  which options may be granted during  a
specified  period to any  individual; (iii) under  the terms of  the option, the
amount of  compensation the  optionee  could receive  is  based solely  upon  an
increase  in the value of the stock after  the grant date; and (iv) the material
terms of  the  stock  option  plan  must  be  disclosed  to  the  publicly  held
corporation's  shareholders and approved  by them before  any compensation under
the plan is  paid. The Company  obtained stockholder approval  of the  Company's
1994  Long-Term Incentive  Plan at  the 1995  Annual Meeting  of Stockholders so
that, if all other  requirements are satisfied, stock  options and SARs  granted
thereunder  may qualify as performance-based  compensation within the meaning of
Section 162(m).  As discussed  above,  following the  1996 Annual  Meeting,  the
composition  of the Stock Option Compensation  Committee will be changed so that
it will  consist solely  of  "outside directors,"  as  defined for  purposes  of
Section 162(m) of the Code. Due to these and other reasons, the Company does not
believe   that   the   $1   million   deduction   limitation   should   have   a
 
                                       13

material  effect on the Company in the  near future. If the $1 million deduction
limitation is expected to have a material  effect on the Company in the  future,
the  Company  will  consider ways  to  maximize the  deductibility  of executive
compensation, while  retaining the  discretion the  Company deems  necessary  to
compensate  executive officers in a manner commensurate with performance and the
competitive environment for executive talent.
 
The above Executive Officer Compensation Report is submitted the Chairman of the
Board of Directors: LeRoy T. Carlson, Jr., and by the Stock Option  Compensation
Committee: Walter C.D. Carlson (Chairman), Paul-Henri Denuit and Allan Z. Loren
 
STOCK PERFORMANCE CHART
 
    The following chart graphs the performance of the cumulative total return to
shareholders  (stock price appreciation plus dividends) during the previous five
years in comparison  to returns  of the Standard  & Poor's  500 Composite  Stock
Price  Index  and a  peer  group index.  The  peer group  index  was constructed
specifically for  the  Company and  includes  the following  cellular  telephone
companies:  AirTouch  Communications, Inc.,  Centennial Cellular  Corp., CommNet
Cellular, Inc. (formerly  Cellular, Inc.),  USM and  Vanguard Cellular  Systems,
Inc.  In calculating the  peer group index,  the returns of  each company in the
group have been weighted  according to such  company's market capitalization  at
the beginning of the period.
 
                      COMPARATIVE FIVE-YEAR TOTAL RETURNS*
                            USM, S&P 500, PEER GROUP
                     (PERFORMANCE RESULTS THROUGH 12/31/95)
 
EDGAR REPRESENTATION OF DATA POINTS USED IN PRINTED GRAPHIC
 


              USM      S&P 500     PEER GROUP
                         
1990          100.00      100.00        100.00
1991          110.53      130.47        113.81
1992          115.13      140.41        114.85
1993          187.19      154.56        165.30
1994          175.16      156.60        188.61
1995          180.51      215.45        182.21

 
Assumes  $100 invested at the close of trading on the last trading day preceding
the first day of the fifth preceding  fiscal year in USM common stock, S&P  500,
and Peer Group.
 
*Cumulative total return assumes reinvestment of dividends.
 
    The  peer  group  index  was  revised from  the  prior  year  to  delete LIN
Broadcasting Corp.  and  Contel  Cellular,  Inc.  as  a  result  of  acquisition
transactions.  For comparison to  the above-reported peer  group results, if the
Company had not changed the peer group index from the peer group reported in its
1995 Notice of Annual Meeting and Proxy Statement, the peer group results  would
have been as follows:
 


                                           1990       1991       1992       1993       1994       1995
                                         ---------  ---------  ---------  ---------  ---------  ---------
                                                                              
Peer Group.............................  $  100.00  $  115.09  $  112.12  $  148.48  $  179.53  $  173.45

 
                                       14

COMPENSATION COMMITTEE INTERLOCKS AND INSIDER PARTICIPATION
 
    LeRoy  T. Carlson, Jr., President and  Chief Executive Officer of TDS, makes
annual executive  compensation decisions  for TDS  other than  for himself.  The
Stock  Option Compensation Committee of  TDS makes annual executive compensation
decisions for the President  of TDS and  approves long-term compensation  awards
for  the executive officers of TDS.  The TDS Stock Option Compensation Committee
is composed of members  of the TDS  Board of Directors who  are not officers  or
employees  of TDS or any  of its subsidiaries, and who  are not directors of any
TDS subsidiaries. LeRoy T. Carlson, Jr., is  a member of the Board of  Directors
of  TDS and USM. LeRoy T. Carlson, Jr. is also the Chairman of USM and, as such,
approves the executive officer compensation decisions for the Company. LeRoy  T.
Carlson,  Jr. is  compensated by  TDS for  his services  to TDS  and all  of its
subsidiaries. However, TDS  is reimbursed by  the Company for  a portion of  Mr.
Carlson's  salary and bonus  paid by TDS pursuant  to the Intercompany Agreement
described below.  See Footnote  (1)  to the  Summary Compensation  Table  above.
Donald  Nelson, a director  and the President of  USM, participates in executive
compensation decisions for USM, other  than for himself. Long-term  compensation
for  executive  officers  of  the  Company  is  approved  by  the  Stock  Option
Compensation Committee of  the Company,  which consists of  Walter C.D.  Carlson
(chairman),  Paul-Henri Denuit  and Allan Z.  Loren. The  Company's Stock Option
Compensation Committee is composed of members  of the Board of Directors of  USM
who  are not officers or  employees of TDS or  USM or their subsidiaries. Walter
C.D. Carlson is also a director of TDS.
 
    LeRoy T.  Carlson,  Jr. and  Walter  C.D.  Carlson, directors  of  USM,  are
trustees  and  beneficiaries  of  the voting  trust  which  controls  TDS, which
controls the Company,  and LeRoy T.  Carlson, a  director of the  Company, is  a
beneficiary  of such voting trust. See "Security Ownership of Certain Beneficial
Owners and Management."  LeRoy T. Carlson,  LeRoy T. Carlson,  Jr., Walter  C.D.
Carlson  and Murray L. Swanson, directors of USM, are also directors of TDS. See
"Election of Directors." The Company has  entered into a number of  arrangements
and transactions with TDS. Some of these arrangements were established at a time
prior  to the Company's Initial Public Offering  when TDS owned more than 90% of
the Company's outstanding capital stock and were not the result of  arm's-length
negotiations.  There can be no assurance that such arrangements will continue or
that the terms  of such  arrangements will  not be  modified in  the future.  If
additional  transactions occur in the future, there can be no assurance that the
terms of  such future  transactions will  be favorable  to the  Company or  will
continue to provide the Company with the same level of support for the Company's
financing  and  other needs  as  TDS has  provided  in the  past.  The principal
arrangements that exist between the Company and TDS are summarized below.
 
EXCHANGE AGREEMENT
 
    The Company and TDS are parties to an Exchange Agreement dated July 1, 1987,
as amended as of April 7, 1988 (collectively, the "Exchange Agreement").
 
    COMMON SHARE PURCHASE  RIGHTS; POTENTIAL DILUTION.   The Exchange  Agreement
granted  TDS the right to purchase additional  Common Shares of the Company sold
after the Initial Public Offering, to  the extent necessary for TDS to  maintain
its  proportionate interest in  such Common Shares.  For purposes of calculating
TDS's proportionate interest in the Common  Shares of the Company, the Series  A
Common Shares are treated as if converted into Common Shares. Upon notice to the
Company, TDS is entitled to subscribe to each issuance in full or in part at its
discretion.  If TDS decides  to waive, in whole  or in part, one  or more of its
purchase opportunities, the  number of Common  Shares subject to  purchase as  a
result of subsequent issuances will be further reduced.
 
    If  TDS elects to exercise  its purchase rights, it  is required to pay cash
for all Common Shares issued to it  by the Company, unless otherwise agreed.  In
the  case of sales by the Company of  Common Shares for cash, TDS is required to
pay the same price per Common Share as the other buyers thereof. In the case  of
sales  for consideration other than  cash, TDS is required  to pay cash equal to
the fair market value of such other consideration as determined by the Company's
Board of Directors. Depending  on the price  per Common Share  paid by TDS  upon
exercise  of these rights, the issuance of Common Shares by the Company pursuant
thereto could have a dilutive effect  on other shareholders of the Company.  The
purchase rights described above are in addition to the preemptive rights granted
to  TDS  as a  holder of  Series A  Common Shares  under the  Company's Restated
Certificate of Incorporation.
 
    FUNDING OF LICENSE COSTS.  Through the date of the Company's Initial  Public
Offering,  TDS  had  funded  or  made  provisions  to  fund  all  of  the legal,
engineering  and   consulting  expenses   incurred   in  connection   with   the
 
                                       15

wireline  application and  settlement process and  that portion of  the price of
cellular interests acquired by  purchase that represented  the cost of  cellular
licenses   (collectively,  the  "License  Costs").   Pursuant  to  the  Exchange
Agreement, as  amended,  TDS  has  agreed  to  fund  as  an  additional  capital
contribution,  without the  issuance of additional  stock or the  payment of any
other consideration  to  TDS,  additional  License  Costs  associated  with  the
acquisition of the additional cellular interests that the Company had a right to
acquire  at the time of the Initial  Public Offering. Through December 31, 1995,
TDS had  funded  License Costs  totaling  approximately $67.2  million.  TDS  is
obligated  under the Exchange Agreement to make additional capital contributions
to the Company  under certain  circumstances. Currently TDS  has no  obligations
with respect to additional capital contributions.
 
    RSA  RIGHTS.  Under the Exchange Agreement:  (a) TDS retained all its rights
to file applications for  and obtain the wireline  licenses to operate  cellular
systems  in Rural Service Areas ("RSAs"); (b) TDS retained the right to exchange
these RSA  rights for  additional interests  in cellular  systems in  which  the
Company  has an  interest or  interests in cellular  systems within  the same or
other Metropolitan Statistical Areas ("MSAs") or  in RSAs; (c) TDS retained  the
right  to  acquire  telephone,  paging  or  other  non-cellular  companies  with
interests in cellular systems; (d) TDS  retained the right to acquire  interests
in RSAs in which the Company indicated it did not desire to participate; and (e)
the  rights  referred to  in (a),  (b), (c)  and  (d) above  were to  remain the
property of TDS unless transferred to the Company for appropriate consideration.
 
    RIGHT OF NEGOTIATION.   For certain  interests, if TDS  desires to sell  its
interest  in any  RSA, TDS is  required to  give the Company  the opportunity to
negotiate for such interest, subject to  TDS being legally able to transfer  the
interest  free  of any  restrictions on  its  sale or  transfer. If  the Company
desires to purchase any interest so  offered, TDS is required to negotiate  with
the  Company concerning the  terms and conditions  of the transaction, including
the price and the method of payment. If the Company and TDS are unable to  agree
on  the  terms and  conditions of  the transaction  during a  60-day negotiation
period, TDS would thereafter be under no obligation to offer the interest to the
Company, except if TDS proposed to sell the interest within a year after the end
of the negotiation period at a price equal to or lower than the highest  written
offer  of the Company during  the negotiation period. In  such case, the Company
would have the right to purchase the interest at that price.
 
RSA TRANSFER
 
    TDS has proposed the transfer of its minority ownership interests in certain
cellular markets acquired  in conjunction with  prior telephone acquisitions  to
USM.  The  minority interests  subject to  the proposal  represent approximately
675,000 pops. The proposed purchase  price is approximately $116.7 million.  The
form  of consideration  to be paid  by USM  is subject to  negotiation and would
likely consist of cash or USM common stock or a combination thereof.
 
    The TDS  proposal is  subject to  negotiation  and has  been referred  to  a
previously  established independent committee of the USM Board of Directors. The
independent committee has  retained Lazard  Freres &  Co. LLC  as its  financial
advisor. The proposed transaction will be subject to approval by the independent
committee  of the  USM Board of  Directors, to definitive  documentation, and to
compliance with regulatory requirements.
 
CORPORATE OPPORTUNITY ARRANGEMENTS
 
    The Company's Restated  Certificate of Incorporation,  as amended,  provides
that,  so long as at  least 500,000 Series A  Common Shares are outstanding, the
Company may not, without the written consent of TDS, engage in any  non-cellular
activities. Management has been informed that TDS intends to give its consent to
the  acquisition  of  any  non-cellular  interest  that  is  incidental  to  the
acquisition of a cellular interest. However, TDS could impose conditions on  any
such  consent, including a requirement that  the Company resell any non-cellular
interest to TDS or  that the Company  give TDS the right  of first refusal  with
respect to such sale.
 
    The  Restated Certificate of  Incorporation, as amended,  also restricts the
circumstances under which the Company is entitled to claim that an  opportunity,
transaction, agreement or other arrangement to which TDS, or any person in which
TDS  has or acquires a  financial interest, is or should  be the property of the
Company or its subsidiaries. In  general, so long as  at least 500,000 Series  A
Common  Shares are  outstanding, the  Company will not  be entitled  to any such
"corporate opportunity" unless  it relates  solely to the  construction of,  the
ownership of interests in, and/or the management of, cellular telephone systems,
and then only if such
 
                                       16

corporate  opportunity  did not  arise  in any  way as  a  result of  the rights
otherwise retained by TDS. The Restated Certificate of Incorporation allows  the
Company  to pursue future opportunities to  provide cellular service and design,
consulting,  engineering  and  construction  management  services  for  cellular
telecommunications systems located outside the United States.
 
FINANCIAL ARRANGEMENTS AND TRANSACTIONS
 
    The  following describes the financial arrangements and transactions between
TDS and the Company.
 
    REVOLVING CREDIT AGREEMENT.   As  of July 1,  1987, all  of the  outstanding
obligations  of the Company to TDS  were incorporated under the Revolving Credit
Agreement. Pursuant to the Revolving Credit Agreement, as amended effective June
29, 1995, the Company may borrow up to an aggregate of $100 million from TDS, at
an interest rate equal to .75% above the prime rate announced from time to  time
by  the LaSalle National Bank  of Chicago on the  unpaid principal amount and to
pay on demand an  interest rate equal  to 2.75% such prime  rate on any  overdue
principal or overdue installment of interest. The advances made by TDS under the
Revolving  Credit Agreement are unsecured. Interest on the balance due under the
Revolving Credit  Agreement is  payable quarterly  and no  principal is  payable
until  January 2, 1998, subject to  acceleration under certain circumstances, at
which time the entire principal balance due under the Revolving Credit Agreement
then outstanding is scheduled to become due and payable. The Company may  prepay
the balance due under the Revolving Credit Agreement at any time, in whole or in
part,  without premium. Any principal so repaid  is available for the Company to
borrow during the remaining term of  the Revolving Credit Agreement, subject  to
the satisfaction of certain conditions. Interest expense incurred by the Company
to TDS totaled $10.4 million for the year ended December 31, 1995. No borrowings
under  the Revolving Credit Agreement were  outstanding as of December 31, 1995.
The greatest amount outstanding in 1995 was $241.8 million.
 
    The Revolving Credit Agreement provides  that the Company will not,  without
the  prior written  consent of  TDS: (i)  purchase or  redeem any  shares of its
capital stock or declare or pay any  dividends thereon, except to the extent  of
one-half of the cumulative consolidated net income, if any, for the period after
July  1, 1989,  or make  any other distribution  to its  shareholders other than
normal dividends payable with  respect to Preferred Stock  which may be  issued;
(ii)  permit  its  consolidated  equity  to be  less  than  30%  of consolidated
liabilities; (iii) incur  or guarantee any  indebtedness that is  senior to  the
Revolving Credit Agreement; (iv) with certain exceptions, create any lien on any
of the Company's assets; or (v) enter into certain contracts for the purchase of
materials, supplies or services.
 
    The  Revolving Credit Agreement provides that if certain "events of default"
occur, TDS  may  immediately  declare  the amount  under  the  Revolving  Credit
Agreement  due and payable and terminate  the Revolving Credit Agreement. Events
of default  under the  Revolving Credit  Agreement include  the failure  to  pay
interest  or principal,  the breach  of specified  covenants, any  default under
certain other  indebtedness,  and  certain judgments,  defaults  and  events  of
bankruptcy or insolvency.
 
TAX ALLOCATION AGREEMENT
 
    The Company has entered into a Tax Allocation Agreement with TDS under which
the  Company will  continue to  join in  filing consolidated  Federal income tax
returns with the  TDS affiliated group  unless TDS requests  otherwise. For  tax
years  and periods ended prior  to July 1, 1987,  TDS reimbursed the Company for
the reduction  in the  provision for  Federal income  taxes reflected  in  TDS's
consolidated  statements of income  resulting from the  inclusion of the Company
and its subsidiaries  in the  TDS affiliated group.  For tax  years and  periods
beginning after June 30, 1987, TDS no longer reimburses the Company on a current
basis  for losses  or credits  used by  the TDS  affiliated group.  Instead, the
Company will be compensated (by an offset to amounts the Company would otherwise
be required to  reimburse TDS for  Federal income  taxes) for TDS's  use of  tax
benefits  at  such  time  as  the  Company  could  utilize  such  benefits  as a
stand-alone entity. After  all loss  and credit carryforwards  have either  been
utilized  or their statutory periods have  expired, the Company will be required
to reimburse TDS for Federal income taxes paid by the TDS affiliated group in an
amount equal to the greater of the Federal income tax liability of the  Company,
calculated  as if  it were  a separate affiliated  group, or  the tax calculated
using the average tax rate (before taking  into account tax credits) of the  TDS
affiliated  group. Any  deficiency in  tax thereafter  proposed by  the Internal
Revenue  Service  for  any  consolidated  return  year  that  involves   income,
deductions  or credits  of the  Company or its  subsidiaries, and  any claim for
refund of tax for any consolidated return year that involves such items, will be
contested or prosecuted at the sole discretion of
 
                                       17

TDS and at the expense of the Company. To the extent that any deficiency in  tax
or  refund  of tax  is  finally determined  to  be attributable  to  the income,
deductions or credits of the Company, such deficiency or refund will be  payable
by or to the Company.
 
    If  the Company ceases to be a member of the TDS affiliated group, and for a
subsequent year the Company  or its subsidiaries are  required to pay a  greater
amount  of Federal  income tax than  they would have  paid if they  had not been
members of the TDS group after June 30, 1987, TDS will reimburse the Company for
the excess  amount  of tax,  without  interest.  In determining  the  amount  of
reimbursement,  any profits or  losses from new  business activities acquired by
the Company or its subsidiaries after the  Company leaves the TDS group will  be
disregarded.  No reimbursement  will be  required if at  any time  in the future
fewer  than  500,000  Series   A  Common  Shares   are  outstanding.  Nor   will
reimbursement  be required  on account  of the income  of any  subsidiary of the
Company if more than  50% of the voting  power of such subsidiary  is held by  a
person  or group other than a person or group owning more than 50% of the voting
power of TDS.  Rules similar to  those described  above will be  applied to  any
state  or local franchise or income tax liabilities to which TDS and the Company
and its subsidiaries are subject  and which are required  to be determined on  a
unitary, combined or consolidated basis.
 
CASH MANAGEMENT AGREEMENT
 
    The  Company has from  time to time  deposited its excess  cash with TDS for
investment under TDS's cash management program  pursuant to the terms of a  Cash
Management  Agreement. Such deposits are available  to the Company on demand and
bear interest each  month at the  30-day Commercial Paper  Rate reported in  THE
WALL  STREET JOURNAL on the last business day of the preceding month, plus 1/4%,
or such higher rate as TDS may in its discretion offer on such demand  deposits.
The Company may elect to place funds for a longer period than on demand in which
event,  if  such funds  are  placed with  TDS, they  will  bear interest  at the
Commercial Paper Rate for investments of similar maturity plus 1/4%, or at  such
higher rate as TDS may in its discretion offer on such investments.
 
INTERCOMPANY AGREEMENT
 
    In  order to provide for certain  transactions and relationships between the
parties, the Company and TDS have agreed under an Intercompany Agreement,  among
other things, as follows:
 
    SERVICES.   The Company  and TDS make  available to each  other from time to
time services relating  to operations, marketing,  human resources,  accounting,
customer  services, customer billing, finance, and general administration, among
others. Unless otherwise provided by written agreement, services provided by TDS
or any of  its subsidiaries  are charged  and paid  for in  conformity with  the
customary   practices   of  TDS   for   charging  TDS's   non-telephone  company
subsidiaries. Payments by  the Company to  TDS for such  services totaled  $27.6
million  in 1995. For services provided to TDS, the Company receives payment for
the salaries of its employees and agents assigned to render such services  (plus
40%  of the  cost of such  salaries in respect  of overhead) for  the time spent
rendering such services,  plus out-of-pocket  expenses. Payments by  TDS to  the
Company for such services were nominal in 1995.
 
    EQUIPMENT  AND  MATERIALS.    The  Company  and  its  subsidiaries  purchase
materials and  equipment from  TDS and  its subsidiaries  on the  same basis  as
materials  and equipment  are purchased  by any  TDS affiliate  from another TDS
affiliate. Purchases by the Company from TDS affiliates totaled $1.5 million  in
1995.
 
    ACCOUNTANTS AND LEGAL COUNSEL.  The Company has agreed to engage the firm of
independent  public accountants  selected by  TDS for  purposes of  auditing the
financial statements of the Company,  including the financial statements of  its
direct  and indirect  subsidiaries, and providing  tax, data  processing and all
other accounting services and advice. The  Company also has agreed that, in  any
case  where legal  counsel is  to be  engaged to  represent the  parties for any
purpose, TDS has the right to select the counsel to be engaged, which may be the
same counsel selected to represent TDS unless  such counsel deems there to be  a
conflict.  If TDS and the Company use  the same counsel, each is responsible for
the portion of the fees and expenses of such counsel determined by such  counsel
to be allocable to each.
 
    INDEMNIFICATION.   The  Company will  indemnify TDS  against certain losses,
claims, damages or liabilities including those  arising out of: (i) the  conduct
by  the  Company  of its  business  (except  where the  loss,  claim,  damage or
liability arises principally from TDS's gross negligence or willful misconduct);
and  (ii)  any  inaccurate  representation  or  breach  of  warranty  under  the
Intercompany Agreement. TDS will similarly indemnify the
 
                                       18

Company  with respect to: (i) the conduct  by TDS of its non-cellular businesses
before July 1, 1987  (except where the loss,  claim, damage or liability  arises
principally from the Company's gross negligence or willful misconduct); and (ii)
any  inaccurate  representation or  breach  of warranty  under  the Intercompany
Agreement.
 
    DISPOSAL OF COMPANY SECURITIES.  TDS  will not dispose of any securities  of
the  Company held  by it  if such disposition  would result  in the  loss of any
license or other authorization held  by the Company and  such loss would have  a
material adverse effect on the Company.
 
    TRANSFER  OF ASSETS.  Without the prior  written consent of TDS, the Company
may  not  transfer  (by  sale,  merger  or  otherwise)  more  than  15%  of  its
consolidated  assets  unless  the transferee  agrees  to become  subject  to the
Intercompany Agreement.
 
REGISTRATION RIGHTS AGREEMENT; OTHER SALES OF COMMON SHARES
 
    Under a  Registration Rights  Agreement, the  Company has  agreed, upon  the
request of TDS, to file one or more registration statements under the Securities
Act  of  1933  or  take  other appropriate  action  under  the  laws  of foreign
jurisdictions in order to permit TDS to offer and sell, domestically or  abroad,
any  debt or equity securities of the Company that TDS may hold at any time. TDS
will  pay  all  costs  relating  thereto  and  any  underwriting  discounts  and
commissions  relating to any such offering, except that the Company will pay the
fees of  any counsel,  accountants, trustees,  transfer agents  or other  agents
retained by the Company in connection therewith. TDS has the right to select the
counsel  the Company retains to  assist it in fulfilling  any of its obligations
under the Registration Rights Agreement.
 
    There is no limitation on the number or frequency of the occasions on  which
TDS  may exercise its registration  rights, except that the  Company will not be
required to comply with any registration request unless, in the case of a  class
of  equity securities,  the request  involves at  least the  lesser of 1,000,000
shares or 1% of the total number  of shares of such class then outstanding,  or,
in  the  case  of a  class  of debt  securities,  the principal  amount  of debt
securities covered by the request is  at least $5,000,000. The Company has  also
granted  TDS  the  right  to  include  its  securities  in  certain registration
statements covering offerings  by the  Company and will  pay all  costs of  such
offerings  other  than  incremental  costs  attributable  to  the  inclusion  of
securities of the Company owned by TDS in such registration statements.
 
    The Company will indemnify TDS  and its officers, directors and  controlling
persons  against certain  liabilities arising under  the laws of  any country in
respect of any registration or other offering covered by the Registration Rights
Agreement. The Company has the right to require TDS to delay any exercise by TDS
of its rights to require registration and other actions for a period of up to 90
days if, in the judgment of the Company, any offering by the Company then  being
conducted  or about to be conducted  would be materially adversely affected. TDS
has further agreed that it will not include any securities of the Company in any
registration statement of  the Company which,  in the judgment  of the  managing
underwriters, would materially adversely affect any offering by the Company. The
rights  of  TDS  under the  Registration  Rights Agreement  are  transferable to
non-affiliates of TDS.
 
INSURANCE COST SHARING AGREEMENT
 
    Pursuant to  an  Insurance  Cost  Sharing Agreement,  the  Company  and  its
officers,  directors and employees are afforded coverage under certain insurance
policies purchased by  TDS. A portion  of the premiums  payable under each  such
policy  is allocated by  TDS to the Company  on the same  basis as premiums were
allocated before the Insurance Cost Sharing  Agreement was entered into, if  the
policies  are  the same  as  or similar  to the  policies  in effect  before the
Insurance Cost Sharing Agreement was entered  into, or on such other  reasonable
basis  as  TDS may  select  from time  to  time. If  TDS  decides to  change the
allocation of premiums at any time, TDS will consult with the Company before the
change is made, but the decision as to whether to make the change will be in the
reasonable discretion  of  TDS. Management  of  the Company  believes  that  the
amounts  payable by the  Company under the Insurance  Cost Sharing Agreement are
generally more favorable than the premiums the  Company would pay if it were  to
obtain coverage under separate policies.
 
                                       19

EMPLOYEE BENEFIT PLANS AGREEMENT
 
    Under  an  Employee  Benefit  Plans  Agreement,  employees  of  the  Company
participate in the TDS Tax-Deferred Savings Plan. The Company reimburses TDS for
the costs  associated with  such  participation. In  addition, the  Company  has
agreed to reimburse TDS for certain costs incurred by TDS in connection with the
issuance  of stock under the  TDS Employee Stock Purchase  Plans to employees of
the Company.
 
ISSUANCE OF TDS SHARES ON BEHALF OF USM
 
    TDS may occasionally issue TDS securities in connection with the acquisition
of cellular interests on  behalf of the Company.  At the time such  acquisitions
are  closed, the  acquired cellular interests  are generally  transferred to the
Company, which reimburses TDS by issuing USM securities to TDS or by  increasing
the  balance due to  TDS under the  Revolving Credit Agreement.  The fair market
value of the USM securities issued to TDS in connection with these  transactions
is  calculated in  the same  manner and over  the same  time period  as the fair
market value of the TDS securities  issued to the sellers in such  acquisitions.
During  1995, the Company issued 2.7 million USM Common Shares to TDS and became
indebted to TDS for an additional $14.6 under the Revolving Credit Agreement, to
reimburse TDS for 1.9 million TDS Common Shares issued in such transactions.
 
    In addition to the shares  described in the preceding paragraph,  additional
securities  of  TDS and  USM  were authorized  for  issuance in  connection with
acquisitions of cellular interests  that were pending at  December 31, 1995.  In
connection  with these acquisitions, TDS expects to issue in 1996 or later years
approximately 1.0  million  TDS  Common  Shares,  for  which  the  Company  will
reimburse TDS by issuing approximately 1.2 million USM Common Shares.
 
OTHER ARRANGEMENTS
 
    Walter C.D. Carlson, a director of TDS and the Company, Michael G. Hron, the
Secretary  of  TDS and  certain  subsidiaries of  TDS,  William S.  DeCarlo, the
Assistant Secretary of TDS and certain subsidiaries of TDS, Stephen P.  Fitzell,
Secretary  of the Company and  certain other subsidiaries of  TDS, and Sherry S.
Treston, Assistant Secretary of  the Company and  certain other subsidiaries  of
TDS, are partners of Sidley & Austin, the principal law firm of the Company, TDS
and their subsidiaries.
 
         SECURITY OWNERSHIP OF CERTAIN BENEFICIAL OWNERS AND MANAGEMENT
 
SECURITY OWNERSHIP OF THE COMPANY BY CERTAIN BENEFICIAL OWNERS
 
    The  following table sets forth, at February 29, 1996, information regarding
the persons  who beneficially  own  more than  5% of  any  class of  the  voting
securities  of the Company. The nature of  beneficial ownership in this table is
sole voting  and  investment  power,  except  as  otherwise  set  forth  in  the
footnotes.
 


                                                                                   SHARES OF    PERCENT OF     PERCENT OF
     SHAREHOLDER'S NAME AND ADDRESS                   TITLE OF CLASS              CLASS OWNED      CLASS      VOTING POWER
- - -----------------------------------------  ------------------------------------  -------------  -----------  ---------------
                                                                                                 
Telephone and Data Systems, Inc.           Common Shares                            36,389,295       68.9%           9.5%
  30 North LaSalle Street                  Series A Common Shares (1)               33,005,877      100.0%          86.2%
  Chicago, Illinois 60602
 
The Equitable Companies Inc.(2)            Common Shares                             6,326,678       12.0%           1.7%
  787 Seventh Avenue
  New York, New York 10019

 
- - ----------
 
(1)  The Series A Common Shares are  convertible on a share-for-share basis into
    Common Shares.
 
(2) Based on the most recent Schedule 13G (Amendment No. 5) filed with the  SEC.
    Includes  shares  held  by  the  following  affiliates:  The  Equitable Life
    Assurance Society of the United States -- 3,043,731 shares; Alliance Capital
    Management, L.P.  --  3,281,547 shares;  and  Donaldson, Lufkin  &  Jenrette
    Securities  Corporation -- 1,400 shares. Equitable reports sole voting power
    with respect to 6,247,678 shares, shared voting power with respect to 72,000
    shares, sole dispositive power with  respect to 6,325,278 shares and  shared
    dispositive  power with  respect to  1,400 shares.  Alpha Assurance I.A.R.D.
    Mutuelle, Alpha Assurances Vie  Mutuelle, AXA Assurances I.A.R.D.  Mutuelle,
    AXA  Assurances  Vie  Mutuelle,  Unit  Europe  Assurance  Mutuelle  and AXA,
    corporations organized  under the  laws  of France,  are affiliates  of  The
    Equitable Companies Inc.
 
                                       20

SECURITY OWNERSHIP OF THE COMPANY BY MANAGEMENT
 
    Several  officers and  directors of  the Company  hold substantial ownership
interests indirectly in the Company by virtue of their ownership of the  capital
stock  of  TDS. See  "Beneficial  Ownership of  TDS  by Directors  and Executive
Officers of  the Company."  In addition,  the following  executive officers  and
directors  and all officers and directors as a group of the Company beneficially
owned the following number of  the Common Shares of  the Company as of  February
29, 1996:
 


                                                                             AMOUNT AND NATURE
                                                                               OF BENEFICIAL      PERCENT OF    PERCENT OF VOTING
                        NAME                              TITLE OF CLASS       OWNERSHIP (1)         CLASS            POWER
- - -----------------------------------------------------  --------------------  ------------------  -------------  -----------------
                                                                                                    
LeRoy T. Carlson, Jr.,
 C. Theodore Herbert,
 Ronald D. Webster and
 Michael G. Hron(2)..................................     Common Shares               7,477            *                *
LeRoy T. Carlson.....................................     Common Shares               1,243            *                *
LeRoy T. Carlson, Jr.................................           --                   --               --               --
H. Donald Nelson(3)(10)..............................     Common Shares              49,341            *                *
Murray L. Swanson....................................           --                   --               --               --
Walter C.D. Carlson..................................           --                   --               --               --
Paul Henri Denuit(4).................................           --                   --               --               --
Allan Z. Loren.......................................           --                   --               --               --
Joyce V. Gab Kneeland(5)(10).........................     Common Shares              21,484            *                *
Richard W. Goehring(6)(10)...........................     Common Shares              33,976            *                *
Kenneth R. Meyers(7)(10).............................     Common Shares              32,106            *                *
Douglas S. Arnold(8).................................     Common Shares               2,600            *                *
All directors and executive officers as a group (17
 persons)(9)(10).....................................     Common Shares             184,201            *                *

 
- - ----------
 
*   Less than 1%
 
 (1)  The nature  of beneficial  ownership is  sole voting  and investment power
    unless otherwise specified.
 
 (2) Voting and investment power is shared  by the persons named as trustees  of
    the  Telephone and Data  Systems, Inc. Tax Deferred  Savings Trust. Does not
    include 113,554 shares  as to which  voting and investment  power is  passed
    through to plan participants.
 
 (3)  Includes  48,054  Common  Shares  subject to  Options  or  SARs  which are
    currently exercisable or exercisable within 60 days.
 
 (4) Does not  include 2,279,583 Common  Shares of the  Company (4.3% of  class)
    beneficially  owned by S.A. Coditel and its affiliates. Paul-Henri Denuit is
    the Chief  Executive Officer  and  Managing Director  of S.A.  Coditel,  but
    disclaims beneficial ownership with respect to such shares.
 
 (5)  Includes  16,531  Common  Shares  subject to  Options  or  SARs  which are
    currently exercisable or exercisable within 60 days.
 
 (6) Includes  33,976  Common  Shares  subject to  Options  or  SARs  which  are
    currently exercisable or exercisable within 60 days.
 
 (7)  Includes  26,456  Common  Shares  subject to  Options  or  SARs  which are
    currently exercisable or  exercisable within  60 days.  Also includes  1,000
    Common  Shares which are held by a trust  for which Mr. Meyers is a trustee.
    Mr. Meyers disclaims beneficial ownership of such shares.
 
 (8) Includes 2,400 Common Shares subject to Options or SARs which are currently
    exercisable or exercisable within 60 days.
 
 (9) Includes  157,262  Common Shares  subject  to  Options or  SARs  which  are
    currently exercisable or exercisable within 60 days.
 
(10) Includes shares as to which voting and/or investment power is shared.
 
                                       21

SECTION 16 COMPLIANCE
 
    Section 16 of the Securities Exchange Act of 1934, as amended, and the rules
and  regulations thereunder  require the  Company's directors  and officers, and
persons who  are deemed  to  own more  than ten  percent  of the  Common  Shares
(collectively,  the "Reporting Persons"),  to file certain  reports ("Section 16
Reports") with the  SEC with  respect to  their beneficial  ownership of  Common
Shares.  The Reporting  Persons are  also required  to furnish  the Company with
copies of all Section 16 Reports they file.
 
    Based on a review of copies of  Section 16 Reports furnished to the  Company
by  the Reporting Persons and written  representations by directors and officers
of the Company,  the Company believes  that all Section  16 filing  requirements
applicable  to  the  Reporting Persons  during  and  with respect  to  1995 were
complied with on a timely basis.
 
DESCRIPTION OF TDS SECURITIES
 
    The authorized capital stock of  TDS consists of 100,000,000 Common  Shares,
$1.00  par value (the  "TDS Common Shares"), 25,000,000  Series A Common Shares,
$1.00 par value,  (the "TDS  Series A  Common Shares")  and 5,000,000  Preferred
Shares, without par value (the "TDS Preferred Shares"). As of February 29, 1996,
52,576,779  TDS  Common  Shares  (excluding  484,012  Common  Shares  held  by a
subsidiary of  TDS),  6,893,101 TDS  Series  A  Common Shares  and  320,515  TDS
Preferred Shares were outstanding.
 
    The  TDS Series  A Common Shares  have ten  votes per share,  and TDS Common
Shares and TDS  Preferred Shares have  one vote  per share. The  holders of  TDS
Series  A Common Shares,  TDS Common Shares  and TDS Preferred  Shares vote as a
single group,  except with  respect to  matters as  to which  the Iowa  Business
Corporation  Act grants class voting rights and  with respect to the election of
directors. With respect to the election of directors, the holders of TDS  Common
Shares  and the TDS Preferred Shares issued before October 31, 1981, voting as a
group, are entitled to elect 25% of the board of directors of TDS, rounded up to
the nearest whole number, and the holders of TDS Series A Common Shares and  TDS
Preferred  Shares issued after October 31, 1981, voting as a group, are entitled
to elect the remaining members of the board of directors of TDS.
 
                                       22

SECURITY OWNERSHIP OF TDS BY CERTAIN BENEFICIAL OWNERS
 
    In  addition to  the persons  listed under  "Beneficial Ownership  of TDS by
Directors and  Executive Officers  of  the Company,"  the following  table  sets
forth,   as  of  February  29,  1996,  information  regarding  the  persons  who
beneficially own more than 5% of any class of the voting securities of TDS.  The
nature  of  beneficial ownership  in this  table is  sole voting  and investment
power, except as otherwise set forth in the footnotes.
 


                   SHAREHOLDER'S                                            SHARES OF TDS     PERCENT OF      PERCENT OF TDS
                 NAME AND ADDRESS                       TITLE OF CLASS       CLASS OWNED       TDS CLASS       VOTING POWER
- - ---------------------------------------------------  --------------------  ----------------  -------------  -------------------
                                                                                                
The Equitable Companies Inc.(1)                      TDS Common Shares          11,791,605         22.4%              9.7%
  787 Seventh Avenue
  New York, New York 10019
Liberty Investment Management, Inc.(2)               TDS Common Shares           3,025,400          5.8%              2.5%
  2502 Rocky Point Drive
  Tampa, Florida 33607
Heine Securities Corporation(3)                      TDS Common Shares           2,787,900          5.3%              2.3%
  51 John F. Kennedy Parkway
  Short Hills, New Jersey 07078
The Capital Group Companies, Inc.(4)                 TDS Common Shares           2,732,600          5.2%              2.2%
  333 South Hope Street
  Los Angeles, California 90071
Van and Janet McDaniel                               TDS Preferred Shares           62,500         19.5%             *
  160 Stowell Road
  Salkum, Washington 98582
William and Betty McDaniel                           TDS Preferred Shares           46,666         14.6%             *
  160 Stowell Road
  Salkum, Washington 98582
Roland G. and Bette B. Nehring                       TDS Preferred Shares           23,030          7.2%             *
  5253 North Dromedary Road
  Phoenix, Arizona 85018
The Peterson Revocable Living Trust                  TDS Preferred Shares           20,637          6.4%             *
  Kenneth M. & Audrey M. Peterson, Trustees
  108 Avocado Lane
  Weslaco, Texas 78596
Regional Operations Group, Inc.                      TDS Preferred Shares           19,408          6.1%             *
  312 South 3rd Street
  Minneapolis, Minnesota 55440

 
- - ----------
*    Less than 1%
 
(1)  Based on the most recent Schedule 13G (Amendment No. 9) filed with the SEC.
     Includes shares  held  by  the following  affiliates:  The  Equitable  Life
     Assurance  Society  of  the  United States  --  4,322,300  shares; Alliance
     Capital Management,  L.P.  --  7,468,390 shares;  and  Donaldson  Lufkin  &
     Jenrette  Securities  Corporation  -- 915  shares.  Equitable  reports sole
     voting power with respect  to 11,428,250 shares,  shared voting power  with
     respect to 84,600 shares, sole dispositive power with respect to 11,790,690
     shares  and  shared dispositive  power with  respect  to 915  shares. Alpha
     Assurance I.A.R.D. Mutuelle, Alpha Assurances Vie Mutuelle, AXA  Assurances
     I.A.R.D.  Mutuelle,  AXA  Assurances  Vie  Mutuelle,  Uni  Europe Assurance
     Mutuelle and  AXA, corporations  organized under  the laws  of France,  are
     affiliates of The Equitable Companies, Inc.
 
(2)  Based on a Schedule 13G filed with the SEC. Such Schedule 13G reported that
     Liberty  Investment Management,  Inc. exercised sole  voting and investment
     discretion with respect to all 3,025,400 shares.
 
(3)  Based on a Schedule 13G filed with  the SEC. The Schedule 13G reports  that
     Heine  Securities Corporation  ("HSC") is an  investment adviser registered
     under the Investment Advisers Act  of 1940, and that  one or more of  HSC's
     advisory  clients  is the  legal owner  of the  securities covered  by such
     Schedule 13G. HSC reports sole  investment discretion and voting  authority
     with  respect to such securities. The Schedule  13G also reports that it is
     being filed by Michael F. Price who,  in his capacity as President of  HSC,
     exercises
 
                                       23

     voting  control and dispositive power over  the securities reported by HSC.
     The Schedule 13G reports that neither Mr. Price nor HSC has any interest in
     dividends or proceeds  from the sale  of such securities  or owns any  such
     securities  for his or its own account, and that Mr. Price and HSC disclaim
     beneficial ownership of all the securities owned by HSC's advisory  clients
     reported therein by HSC.
 
(4)  Based on a Schedule 13G filed with the SEC. Such Schedule 13G reported that
     Capital Guardian Trust Company and Capital Research and Management Company,
     operating  subsidiaries of The  Capital Group, Inc.,  exercised sole voting
     and investment discretion  with respect  to 847,700  and 2,732,600  shares,
     respectively.  Beneficial ownership was disclaimed with respect to all such
     shares.
 
SECURITY OWNERSHIP OF TDS BY MANAGEMENT OF THE COMPANY
 
    The following  table sets  forth the  number of  TDS Common  Shares and  TDS
Series  A Common Shares beneficially  owned by each director  of the Company, by
each executive  officer named  in  the Summary  Compensation  Table and  by  all
directors  and executive officers of  the Company as a  group as of February 29,
1996.
 


                                                                               AMOUNT AND
                                                                                NATURE OF
     NAME OF INDIVIDUAL OR NUMBER                                              BENEFICIAL     PERCENT OF     PERCENT OF TDS
         OF PERSONS IN GROUP                     TITLE OF TDS CLASS           OWNERSHIP(1)     TDS CLASS      VOTING POWER
- - --------------------------------------  ------------------------------------  -------------  -------------  -----------------
                                                                                                
LeRoy T. Carlson, Jr.,
  Walter C.D. Carlson,
  Letitia G.C. Carlson,
  Donald C. Nebergall and
  Melanie J. Heald(2).................  TDS Series A Common Shares               6,269,174         90.9%            51.5%
LeRoy T. Carlson, Jr.,
  C. Theodore Herbert,
  Ronald D. Webster and
  Michael G. Hron(3)..................  TDS Common Shares                            1,008         *                *
                                        TDS Series A Common Shares                 146,576          2.1%             1.2%
LeRoy T. Carlson, Jr.,
  C. Theodore Herbert,
  Ronald D. Webster and
  Michael G. Hron(4)..................  TDS Common Shares                           32,306         *                *
LeRoy T. Carlson(5)...................  TDS Common Shares                           30,127         *                *
                                        TDS Series A Common Shares                  77,003          1.1%            *
LeRoy T. Carlson, Jr.(6)..............  TDS Common Shares                          100,510         *                *
Walter C.D. Carlson(7)................  TDS Common Shares                               67         *                *
Murray L. Swanson(8)(9)...............  TDS Common Shares                           33,825         *                *
                                        TDS Series A Common Shares                   2,465         *                *
Paul Henri-Denuit.....................                   --                        --             --               --
Allan Z. Loren........................                   --                        --             --               --
H. Donald Nelson(9)...................  TDS Common Shares                            3,779         *                *
                                        TDS Series A Common Shares                   5,200         *                *
Joyce V. Gab Kneeland(9)..............  TDS Common Shares                            1,947         *                *
Richard W. Goehring(9)................  TDS Common Shares                            8,873         *                *
Kenneth R. Meyers(9)(10)..............  TDS Common Shares                            2,926         *                *
Douglas S. Arnold.....................                   --                        --             --               --
All directors and executive officers
  as a group (17 persons)(9)(11)......  TDS Common Shares                          229,283         *                *
                                        TDS Series A Common Shares               6,500,418         94.3%            53.4%

 
- - ----------
*   Less than 1%
 
(1) The nature of beneficial ownership for shares in this column is sole  voting
    and investment power, except as otherwise set forth in these footnotes.
 
                                       24

(2)  The shares of TDS listed are held  by the persons named as trustees under a
    voting  trust  which   expires  June   30,  2009,   created  to   facilitate
    long-standing  relationships among the trust  certificate holders. Under the
    terms of the voting trust,  the trustees hold and  vote the Series A  Common
    Shares  of TDS held in  the trust. If the  voting trust were terminated, the
    following persons would each  be deemed to own  beneficially over 5% of  the
    outstanding  TDS Series A Common Shares:  Margaret D. Carlson (wife of LeRoy
    T. Carlson),  LeRoy  T.  Carlson,  Jr., Walter  C.D.  Carlson,  Prudence  E.
    Carlson,  Letitia G.C. Carlson (children of LeRoy T. Carlson and Margaret D.
    Carlson), and Donald C. Nebergall, as  trustee under certain trusts for  the
    benefit  of the heirs of LeRoy T. and Margaret D. Carlson and an educational
    institution. In  addition, Margaret  D.  Carlson owns  51,035 TDS  Series  A
    Common  Shares directly  and Prudence E.  Carlson owns 194,148  TDS Series A
    Common Shares directly.
 
(3) Voting and investment control is shared by the persons named as trustees  of
    the Telephone and Data Systems, Inc. Employees' Pension Trust I.
 
(4)  Voting and investment control is shared by the persons named as trustees of
    the Telephone and Data  Systems, Inc. Tax-Deferred  Savings Trust. Does  not
    include 197,255 shares as to which the voting and investment power is passed
    through to plan participants.
 
(5)  Includes 23,896 TDS  Common Shares that  Mr. LeRoy T.  Carlson may purchase
    pursuant to stock  options which  are currently  exercisable or  exercisable
    within  60 days,  and 51,035  Series A Common  Shares held  by Mr. Carlson's
    wife. Beneficial  ownership is  disclaimed  as to  the  shares held  by  Mr.
    Carlson's wife. Does not include 257,681 TDS Series A Common Shares (3.7% of
    class)  held for  the benefit of  Mr. LeRoy  T. Carlson in  the voting trust
    described in footnote (2)  above. Beneficial ownership  is disclaimed as  to
    643,870  TDS Series A Common Shares held for the benefit of his wife in such
    voting trust (9.3% of the class).
 
(6) Includes  95,704  TDS Common  Shares  that Mr.  LeRoy  T. Carlson,  Jr.  may
    purchase  pursuant  to  stock  options which  are  currently  exercisable or
    exercisable within 60 days. Does not  include 1,071,956 TDS Series A  Common
    Shares (15.6% of class) held in the voting trust referred to in footnote (2)
    above,  of which 1,038,542 shares  are held for the  benefit of Mr. LeRoy T.
    Carlson, Jr. Beneficial ownership  is disclaimed as to  33,414 TDS Series  A
    Common  Shares held for the benefit of  his wife, his children and others in
    such voting trust.
 
(7) Does not include 1,075,958 TDS Series A Common Shares (15.6% of class)  held
    in  the voting trust referred  to in footnote (2)  above, of which 1,047,936
    shares are  held for  the benefit  of Mr.  Walter C.D.  Carlson.  Beneficial
    ownership  is disclaimed with  respect to 28,022 TDS  Series A Common Shares
    held for the benefit of his wife and children in such voting trust.
 
(8) Includes 15,338 TDS Common Shares that Mr. Swanson may purchase pursuant  to
    stock options which are currently exercisable or exercisable within 60 days.
 
(9) Includes shares held as to which voting and/or investment power is shared.
 
(10)  Includes 2,450 shares held  in a trust for which  Mr. Meyers is a trustee.
    Mr. Meyers disclaims beneficial ownership of such shares.
 
(11) Includes 141,550 shares  subject to stock  options exercisable on  February
    29, 1996 or within 60 days thereof.
 
                 CERTAIN RELATIONSHIPS AND RELATED TRANSACTIONS
 
    See "Executive Compensation -- Compensation Committee Interlocks and Insider
Participation."
 
                 SHAREHOLDER PROPOSALS FOR 1997 ANNUAL MEETING
 
    In order to be considered for inclusion in the Company's proxy materials for
the  1997  Annual  Meeting of  Shareholders,  any shareholder  proposal  must be
addressed to United States Cellular Corporation,  8410 W. Bryn Mawr Ave.,  Suite
700,  Chicago, Illinois  60631, Attention:  Secretary, and  must be  received no
later than December 19, 1996.
 
                                    GENERAL
 
    Your proxy is solicited  by the Board  of Directors and  its agents and  the
cost  of  solicitation will  be  paid by  the  Company. Officers,  directors and
regular employees of the Company, acting on its behalf, may also solicit proxies
by telephone, facsimile transmission or personal interview. The Company will, at
its expense, request brokers and  other custodians, nominees and fiduciaries  to
forward  proxy soliciting material to the  beneficial owners of shares of record
by  such  persons.  The  Company  has  retained  Kissel-Blake  Inc.  to  aid  in
solicitation of proxies for a fee of $2,500, plus out-of-pocket expenses.
 
    THE  COMPANY WILL FURNISH WITHOUT  CHARGE A COPY OF  ITS REPORT ON FORM 10-K
FOR THE FISCAL YEAR ENDED DECEMBER 31, 1995, INCLUDING THE FINANCIAL  STATEMENTS
AND THE SCHEDULES THERETO, UPON THE WRITTEN REQUEST OF ANY SHAREHOLDER AS OF THE
RECORD  DATE, AND WILL PROVIDE COPIES OF THE EXHIBITS TO THE REPORT UPON PAYMENT
OF A  REASONABLE FEE  THAT WILL  NOT EXCEED  THE COMPANY'S  REASONABLE  EXPENSES
INCURRED IN
 
                                       25

CONNECTION  THEREWITH. REQUESTS FOR SUCH MATERIALS  SHOULD BE DIRECTED TO UNITED
STATES CELLULAR CORPORATION,  8410 WEST  BRYN MAWR AVENUE,  SUITE 700,  CHICAGO,
ILLINOIS  60631,  ATTENTION:  EXTERNAL  REPORTING  DEPARTMENT,  TELEPHONE: (312)
399-8900.
 
                                 OTHER BUSINESS
 
    It is not  anticipated that  any action will  be asked  of the  shareholders
other  than that  set forth  above, but  if other  matters are  properly brought
before the  Annual  Meeting,  the  persons  named in  the  proxy  will  vote  in
accordance with their best judgment.
 
                                          By order of the Board of Directors
 
                                                     [SIG]
                                          STEPHEN P. FITZELL
                                          SECRETARY
 
                    ALL SHAREHOLDERS ARE URGED TO SIGN, DATE
                        AND MAIL THEIR PROXIES PROMPTLY.
 
                                       26


PROXY                                                                     PROXY


                PROXY FOR COMMON SHARES SOLICITED ON BEHALF OF
     THE BOARD OF DIRECTORS FOR THE ANNUAL MEETING OF THE SHAREHOLDERS OF
                     UNITED STATES CELLULAR CORPORATION
                         TO BE HELD ON MAY 15, 1996

     The undersigned hereby appoints LeRoy T. Carlson, Jr., and H. Donald 
Nelson, or either of them acting in the absence of the other, with power of 
substitution, attorneys and proxies for and in the name and place of the 
undersigned, to vote the number of Common Shares that the undersigned would 
be entitled to vote if then personally present at the 1996 Annual Meeting of 
the Shareholders of United States Cellular Corporation, or at any adjournment 
thereof, upon the matters as set forth in the Notice of Annual Meeting and 
Proxy Statement, as designated on the reverse side hereof.

THE BOARD OF DIRECTORS RECOMMENDS A VOTE "FOR" THE NOMINEE AND "FOR" PROPOSAL 2.

THIS PROXY, WHEN PROPERLY EXECUTED, WILL BE VOTED IN THE MANNER DIRECTED ON 
THE REVERSE SIDE HEREOF.  IF NO DIRECTION IS MADE, THIS PROXY WILL BE VOTED 
FOR THE NOMINEE IN PROPOSAL 1 AND FOR PROPOSAL 2.

              PLEASE MARK, SIGN, DATE AND RETURN THIS PROXY CARD
                     PROMPTLY USING THE ENCLOSED ENVELOPE
                          (CONTINUED ON REVERSE SIDE)



PLEASE MARK VOTE IN OVAL IN THE FOLLOWING MANNER USING DARK INK ONLY  /x/

                                FOR the          WITHHOLD AUTHORITY
                                Nominee        to Vote for the Nominee

1.   Election of Directors        / /                     / /
     Allan Z. Loren

                                         FOR           AGAINST        ABSTAIN
2.   Ratify Accountants for 1996         / /             / /            / /

3.   In accordance with their discretion, upon all other matters that may 
     properly come before said Annual Meeting and any adjournment thereof

Dated:_____________________________________, 1996

Please Sign Here_________________________________

Please Sign Here_________________________________

(Note: Please date this proxy and sign it exactly as your name or names 
appear hereon. All joint owners of shares should sign. State full title when 
signing as executor, administrator, trustee, guardian, etc. Please return 
signed proxy in the enclosed envelope.)