Sprint's Brand New Groove

Authors: Mark Beccue, Senior Analyst, Mobile Services
Fritz Jordan, Principal Analyst, Consumer Mobility

Published: 30 Jul 2010

Sprint has been gradually rebuilding its US mobile services market share in the wake of a struggling post-paid business and in the face of continued intense competition from market leaders Verizon Wireless and AT&T Mobility. It continues to leverage its “Simplicity, Value and Network” brand to execute its postpaid market strategy. For example, it offers the “Simply Everything” plan that includes unlimited voice, messaging, mobile Internet, LBS, and Sprint TV and Radio for $70 a month; it ensures the value of its products and services with its “Sprint Free Guarantee” of a full refund within 30 days of activation for any reason; and it provides new 4G services through its wholesale partnership with Clearwire. Subsequently, Sprint’s 1Q 2010 churn was its lowest ever and its YoY net adds and SoGAs (share of gross adds) in the quarter was its best ever. What does Sprint need to do now to build on its new brand?

The full text of this Insight is available to subscribers of the Mobile Operator Strategies Research Service.

Contact a representative about service purchasing options.