February 25, 2010
OVERLAND PARK, Kan., Feb 25, 2010 (BUSINESS WIRE) -- If your 3G wireless connection were up to 10 times faster than it is today, what would you do? What could you do? In a new marketing campaign, Sprint (NYSE: S) asks people to stretch their minds and consider the possibilities of turbo-charged wireless - aka 4G. Similar to the watershed event of moving from dial-up connections to broadband access, the launch of 4G is a revolution in wireless technology.

To drum up excitement and demonstrate real-world uses for 4G, the new advertisements ask, "What can you do with 4G?" The answers - including quickly downloading music on-the-go, streaming video at lightning frames per second on your mobile device, gaming online at the same speed as a basic cable or DSL wired connection,* web-surfing up to 10x faster than 3G**...without hooking into public Wi-Fi - are then revealed in TV, online, print and experiential formats.

The anchor device for the Sprint 4G marketing campaign is the Overdrive(TM) 3G/4G Mobile Hotspot by Sierra Wireless, which provides a wireless mobile broadband signal that can connect up to five Wi-Fi-enabled devices simultaneously - including laptops, music players, gaming devices, cameras and even smartphones from other carriers. People will see the Overdrive prominently featured in national TV, print and online banner advertisements, as well on a revamped Sprint 4G microsite. Local advertising will also run in the markets where 4G is currently live and includes print, radio, cinema and digital out-of-home advertising in taxi cabs, airports and elevators.

With Overdrive, Sprint 4G fundamentally changes the rules by offering revolutionary capabilities that leave slower wireless connections in the dust. When at home, you can use a 4G connection to stream HD movies straight to a TV from content distribution providers (such as Netflix, Amazon and Blockbuster). When on-the-go, in a car, you can entertain passengers1 by streaming favorite TV shows from Hulu to your Netbook, or use a PSP gaming device to access multiple games and content. When away from the office, you can share Sprint 4G with co-workers while waiting for a flight or taxi.

Demonstrating how 4G will make life better for everyone, the premier Sprint 4G national TV spot follows a man who streams movies via Overdrive to his Samsung Moment(TM) while waiting in line at the airport, participates in a videoconference on his laptop while eating dinner at a restaurant, and then wirelessly games with four friends around a campfire. The advertisement ends with the familiar Sprint Now Network widget wall where viewers will see that inside each box is a different scene showing people having a unique and better online experience with 4G.

"To really understand the Sprint 4G difference you have to see for yourself what it can do," said Mike Goff, vice president of Corporate Marketing, Sprint. "Our new marketing campaign is designed to give customers vivid insight into the dramatically new and improved connected lifestyle offered by Sprint 4G. And Sprint is the only national wireless carrier providing the 4G experience today."

Sprint is the first national wireless carrier to test, launch and market 4G technology, now available in 27 markets covering a population of more than 30 million. Sprint 4G delivers download speeds up to 10 times faster than 3G, for the same price as 3G. (View 4G coverage at www.sprint.com/4G.)The company expects Sprint 4G to cover a population of 120 million by the end of 2010, including Boston, Houston, New York, San Francisco and Washington, D.C.

Customers can purchase Sprint’s simplified 3G/4G data plans for consumers and businesses at $59.99 monthly (price plans exclude surcharges and taxes), which is the same price as a 3G-only plan. Customers can purchase Sprint 4G products and plans at select Sprint retail stores, select Best Buy stores and local retailers, through business sales, via Sprint telesales at 1-800-Sprint-1 or online at www.sprint.com/4G.

Sprint 4G represents a shift in the way people will use mobile devices and a glimpse of the future of wireless technology. Streaming video, fast file downloads, super-fast Web browsing and a variety of enhanced business applications are no longer just home, office or coffee shop benefits. Sprint 4G customers can enjoy a blazing-fast mobile broadband experience across a 4G city today, whether they’re working at a remote location, in the park, sitting at a favorite eatery, or as a public transportation passenger.

Sprint is harnessing the power of 4G as the majority shareholder of Clearwire, the independent company that is building the WiMAX network.

About Sprint Nextel

Sprint Nextel offers a comprehensive range of wireless and wireline communications services bringing the freedom of mobility to consumers, businesses and government users. Sprint Nextel is widely recognized for developing, engineering and deploying innovative technologies, including two wireless networks serving more than 48 million customers at the end of the fourth quarter of 2009 and the first and only 4G service from a national carrier in the United States; industry-leading mobile data services; instant national and international push-to-talk capabilities; and a global Tier 1 Internet backbone. The company’s customer-focused strategy has led to improved first call resolution and customer care satisfaction scores. For more information, visit www.sprint.com.

1Sprint encourages all wireless users to drive responsibly and avoid distractions.

*Comparison to DSL/Cable: based on basic cable and DSL plans offering download speeds of 1.5 Mbps (cable) and 786 kbps (DSL).

**Up to 10x Faster claim: Based on download speed comparison of 3G’s 600 kbps vs. 4G’s 6 Mbps. Typical published 3G avg. speeds (600 kbps-1.7 Mbps); 4G avg. speeds (3-6 Mbps). Actual speeds may vary.

SOURCE: Sprint

Dave Mellin, 720-840-4788
Kathleen Dunleavy, 310-709-3689