Sprint Corp. (NYSE: S) has started a program to up its war with other wireless carriers as its own fortunes continue to flag. It will deliver phones to people’s homes, delivered by an expert able to help customers configure and use their devices. The drawback to the plan is that it has to be extremely expensive. In a terribly competitive environment, the number three U.S. carrier has few other options to build an advantage.
The company announced:
Sprint (NYSE:S) today will transform forever the way customers buy or upgrade their mobile phones, tablets and other connected devices with the introduction of Sprint Direct 2 You.
Sprint is bringing an in-store experience to the comfort of a customer’s own home, office or other location they choose with this innovative service that is unlike anything else in wireless today. With Sprint Direct 2 You, a Sprint-trained expert will bring a Sprint mobile device to a customer’s location, set it up and transfer all of their content, including contacts, pictures, videos and apps, from their old device to a new one. The experience also includes the Sprint expert performing a tutorial and offering tips to help the customer become familiar with using the new mobile device.
Sprint developed this service based on customer research and insights that clearly indicated the need for a revolutionary service like this one.
This new service is expected to place about 5,000 Sprint Direct 2 You cars in major metropolitan areas by the end of the year to make wireless shopping more convenient.
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Sprint, which is controlled by Japan’s Softbank, is sandwiched between aggressive carrier T-Mobile US Inc. (NASDAQ: TMUS), which would like to take Sprint’s crown as the number three carrier, and huge and well-financed AT&T Inc. (NYSE: T) and Verizon Communications Inc. (NYSE: VZ), which control the U.S. market. Both Verizon and AT&T are usually the winners in quality of service and wireless coverage geographically.
Sprint may be unable to afford the new plan. On the other hand, it has run out of options.
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