Powell's software was also behind the launch of Roadway Package Systems, which later became FedEx Ground.

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The package-delivery company said it will increase its shipping rates for its FedEx Ground and FedEx Home Delivery units by an average of 4.9%, effective Jan. 2.

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One study estimated that in 2011, over 30% of FedEx Ground shipments were actually delivered by the Postal Service, and although they compete, these groups regularly partner with each other.

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He cites FedEx, a company that gets a lot of mileage in the fall from its NFL sponsorship, thanks to its "FedEx Air and Ground Player of the Week" campaign, as an example.

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FedEx trucks with the word "Ground" in bright green are rolling through neighborhoods.

FORBES: Start the Ground War

FedEx now has a leading position in the ground parcel-delivery business, especially in America.

ECONOMIST: Face value

Analysts are prone to complain that it's inefficient for FedEx to have separate delivery fleets for air and ground.

FORBES: Start the Ground War

FedEx wants to ship heavier packages, but move them by ground at up to half the cost.

FORBES: Start the Ground War

Last year, FedEx took aim directly at United Parcel Service, the longtime ground market leader with a 77% share, by offering home package delivery by ground.

FORBES: Start the Ground War

Smith's ground-hog revamp is the most radical redesign of FedEx in its 28-year history.

FORBES: Start the Ground War