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NEW YORK, N.Y. – Sprint opened for business on Sept. 1 under a new brand, designed to both increase customer loyalty and also aggressively capture new customers by offering choice and flexibility.
Launching as the No. 3 telecommunications provider with the merger of Sprint and Nextel, Sprint as the company will be called is aiming to reach new customers with new advertising, new media, groundbreaking sponsorships, a transformation of more than 1,600 retail stores, and a wider range of pricing plans for consumer and business users.
"Today, customers are being introduced to the new Sprint," said Len Lauer, Sprint's chief operating officer. "Sprint intends to deliver choice and flexibility in ways that no other communications service provider can match, and we're introducing it with an aggressive approach to the market." Lauer added that the customers will witness this new level of choice in terms of both the number and diversity of devices and the extent and breadth of applications and content, along with new, compelling pricing plans.
NEW BRAND CAMPAIGN. Heralding the arrival of the new Sprint is an aggressive, innovative brand advertising campaign expected to saturate the market over the next several weeks. From strategic print and broadcast placements, to dynamic outdoor buys, to direct and online elements, Sprint will be hard to miss in September and into the fourth quarter. Unveiling its new tag line to the public for the first time, the company will begin to make pervasive the answer "Yes you can."
"This brand campaign paints a compelling future of the new Sprint, while communicating the strong individual heritages of Sprint and Nextel," said Mark Schweitzer, chief marketing officer at Sprint. "The new campaign captures the vision of Sprint as the only company capable of offering customers the broadest choice and flexibility of wireless and wireline communication products and services, so they can do whatever they want, whenever they want."
NEW CONSUMER & BUSINESS PLANS. Highlights of Sprint's new offers include:
- Sprint Fair & FlexibleSM. A plan that includes nationwide roaming and allows customers to use their phones as much as they want without huge overages – the plans adjust automatically to meet a customer's usage month to month.
- Sprint Free Incoming. Free incoming calls - anytime, from anywhere on the Nationwide Sprint PCS Network or Nextel National Network – including unlimited nationwide walkie-talkie service.
- Sprint Mobile-to-Mobile Calling. Unlimited minutes for just $5 a month for customers on the Nationwide Sprint PCS Network and the Nextel National Network.
- The Ability to Turn Back Time. With a new plan, the customer can choose when their nights begin: at 6, 7 or 9 p.m. All plans include unlimited night and weekend minutes starting at 9 p.m., but for $5 more – the unlimited clock starts at 7 p.m. and for just $10 more it can start at 6 p.m.
Business customers of all sizes and the public sector will soon see aggressive promotions such as free high-speed wireless laptop connection cards, risk-free trial programs on wireless email solutions and discounts for large volume purchases of Nextel network handsets and PCS smart devices.
"No matter how strong our presence in the market is, Sprint's guidepost will be the customer experience," Lauer said. "Sprint's future will be about turning promise into reality and delivering on a differentiated communications proposition for our investors, customers, employees and partners."
