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New Sprint campaign touts value

Mon, 03/01/2010 - 7:05am
Andrew Berg, Wireless Week

Sprint Nextel wants to clear the air regarding confusion in the wireless market it says was created by claims from Verizon Wireless and AT&T. "Not all pricing claims are the same," Sprint says in a press release announcing a new ad campaign.

Starting today, Sprint will begin airing new TV, online and print advertisements with the message: "Our $69.99 is worth more than their $69.99."

The new campaign highlights Sprint's $69.99 Everything Data plan – which the carrier says is a better value because it includes nationwide unlimited text and picture messaging, unlimited Web, unlimited GPS navigation, and unlimited calling to any mobile in America – compared with AT&T and Verizon's $69.99 pricing plans, which it says are good for unlimited talk only.

There is one catch to what sounds like an incredibly great deal from Sprint. The Everything Data plan includes unlimited calling only to mobiles, with 450 monthly minutes for roaming and placing calls to landline phones.

AT&T and Verizon Wireless’ unlimited calling plans include unlimited calling to any phone and have no roaming charges within the United States.

The new Sprint TV spots feature the return of CEO Dan Hesse 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.

AT&T and Verizon Wireless currently offer unlimited voice for $69.99, with additional fees for data and texting.

More Broadband Direct 3/01/10:
•  CED Blog: Game changing at Motorola
•  Comcast's Project Cavalry rides through Pa. 
•  Charter gives broadband subs a boost
•  Cox launches Caller ID on TV in Baton Rouge
•  NCTA chimes in on Cablevision must-carry challenge
•  Dish Network's Q4 profit falls; op gains subs
•  Cablevision launches Optimum Business Benefits program
•  Arris unbundles Moxi 3-tuner model 
•  Verecloud aims to enrich SMB services
•  Oregon is 6th state to OK Frontier, Verizon deal
•  Topeka aims to become Google Internet test site
•  Verizon sued over $1.99 data charges
•  New Sprint campaign touts value 
•  Survey: 26% of Americans get news via phone 

 

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