Just weeks after appointing a new CEO, Sprint revamped its shared data plans as it looks to shake up the business and reverse the subscriber losses of recent years.
The embattled US number-three operator claimed its Family Share Pack plans offer twice as much high-speed data at the same or lower price than its three nationwide rivals AT&T, Verizon Wireless and T-Mobile.
And taking a leaf out of the success of T-Mobile US in attracting new customers, Sprint pledged to reimburse up to $350 to customers who end contracts early with other operators to take advantage of the new offer.
The new plans also see Sprint dropping its ‘Framily’ name for its shared bundles.
“Sprint is offering the best value to data-hungry consumers. Period. We make it simple and easy for wireless consumers to get the data they need at affordable prices to make their lives easier, more productive and enjoyable,” commented Marcelo Claure (pictured), Sprint’s newly-installed chief.
Using similar language to T-Mobile US CEO John Legere, Sprint described its new data plan as “a new day for data in the wireless industry”, with many mobile customers “frustrated” by low data allowances and complicated monthly bills.
T-Mobile’s Uncarrier strategy, which aims to simplify pricing and offer better value to consumers, helped it lead the way for new customer growth in the second quarter of 2014.
In contrast, under Dan Hesse, Claure’s predecessor, Sprint has reported a number of poor performances.
While it had been reported that there were plans for T-Mobile and Sprint to merge, in the press release announcing his appointment Claure acknowledged that “consolidation makes sense in the long term,” but that his focus was on growing and repositioning Sprint.
The new CEO has also hinted at potential job cuts in an internal memo sent to employees.
The Sprint CEO added that there will be more news later this week about plans for individual customers.