March 01, 2010

Sprint Says, Our $69.99 Is Worth More Than Their $69.99

OVERLAND PARK, Kan., Mar 01, 2010 (BUSINESS WIRE) -- Not all pricing claims are the same. Starting today Sprint (NYSE: S) clears the confusion created by recent claims from AT&T and Verizon about pricing by launching a new marketing campaign where Sprint says, "Our $69.99 is worth more than their $69.99."

The advantages consumers get with Sprint's $69.99 Everything Data plan are highlighted in print and online advertisements and they include nationwide unlimited text and picture messaging, unlimited Web, unlimited GPS navigation and unlimited calling to any mobile in America, compared to AT&T and Verizon's $69.99 pricing plans, which are good for unlimited talk only. And Sprint's $69.99 plans are available with any phone while AT&T and Verizon's are limited to lower-end phones. Customers can learn more about the value of Sprint's plans by visiting any Sprint store or going online to www.sprint.com/anymobileanytime.

Sprint also features the return of CEO Dan Hesse in a TV advertisement as part of the campaign, building on previous successful campaigns that featured Hesse. In the spot, Hesse talks about how most people today use their phone for more than just talking but that with the $69.99 plans offered by AT&T and Verizon all you get is unlimited calling and none of the extras Sprint provides.

"Recently AT&T and Verizon have attempted to confuse the marketplace by lowering their pricing to $69.99, but theirs are for calling only," said Mike Goff, Sprint's vice president of corporate marketing. "This campaign will resonate with consumers by showing all the additional benefits consumers get beyond just calls with Sprint's $69.99 plan. In today's economic environment customers are interested in more than just voice pricing. They also want the best value for all the other things they rely on their wireless phone for and Sprint delivers."

Everything Data plans start at $69.99 per month and include Any Mobile, Anytime for unlimited calling with any U.S. wireless user, plus unlimited text, picture and video messaging, e-mail, Web browsing, social networking and more. For individuals and families, Sprint Everything Data plans include more value than competitors:

  • Unlimited GPS navigation and exclusive applications, such as NFL Mobile Live and NASCAR Sprint Cup MobileSM, are included in Sprint Everything Data plans at no additional charge.AT&T and Verizon charge an additional $9.99 per month for GPS navigation.
  • Everything Data plans automatically enroll customers in the Sprint Premier loyalty program, which provides annual device upgrades, discounted accessories and other benefits.

In the print advertisement, the graphic included in this press release highlights some of the differences.

To find the Sprint plan that best fits their needs, customers can use the Sprint Plan Optimizer, available by logging into their My Sprint account at www.sprint.com. The Sprint Plan Optimizer analyzes the customer's past wireless usage and recommends the best plan based on that usage. Existing customers can switch Sprint plans at any time without extending their contract. New activations require a two-year service agreement.

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 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.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6196618&lang=en

SOURCE: Sprint

Dave Mellin, 720-840-4788

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