1. Company Background  Started in 1899 in Abilene, Kansas  Originally known as Brown Telephone Company  Third largest U.S. Wireless Network Operator as of 2013  Serves more than 54 Million Customers  Majority of company purchased by Softbank in July 2013 Group 10

2. Sprint ranked worst service provider by Consumer Report

3. Problem Statement  Reported $767 Million Loss in third quarter and lost 456,000 contract customers.  In same time period, AT&T and Verizon reported profit and customer gains.

4. Product  Cell phone service is Sprint’s product  Ranked worst out of US Cell Service Providers  Poor cell phone reception, dropped calls  Has low ratings for customer service  Delays in network overhaul  Spotty coverage in some cities and slow 4G LTE data speeds  Their high frequency signals are not ideal

5. Product  Utilize the expertise of Son Masayoshi to improve service and gain new contract customers  Use money brought by Softbank to speed up network overhaul  Better training and resources for customer service staff

6. Place  Recent layoffs and no longer accepting applications for retail program  Products and services should be of good quality, and the company should be in good financial position to attract retail investors  Be innovative  Let customer’s know they are working to improve their lives in communication  End of life product should be pulled  There should be directions, goals, and offerings for each outlet  Take care of employees by providing good training so that customers will leave store knowing all the features of the product they have purchased  Satisfied customers mean repeat business

7. Coverage  Sprint has launched LTE in 15 markets and expects nationwide coverage by the end of 2013. By comparison, Verizon's LTE network already spans 330 markets and AT&T's 47.Verizon  But for Sprint, it's more than simply a matter of geographical coverage. Its initial LTE offering will occupy a much smaller channel than those of competitors, which could limit network capacity, particularly its ability to cover high-density markets, according to Janco Partners.  Now they are transitioning their network to 4G and LTE, but that rollout is far, far behind Verizon and AT&T.  Sprint is targeting 230 total LTE markets across the country. Consumers can get unlimited talk, text and data while on the Sprint network guaranteed for the life of the line of service.

8. Sprint Coverage Area Verizon Coverage Area Speeds and Reliability

9. Sprint Struggling coverage horrible service out here for over 3 years. I have been extremely disappointed in the reception I have been receiving out here. I am barely even getting one bar. This is ridiculous, I'm paying for extra data usage and yet I can't get any signal for data and barely any signal JUST to make calls... This will drive me away from Sprint. I would much rather pay a little more with Verizon and actually get what I pay for than to pay and get little to no coverage. I expect a reply on here with an explanation. I better not hear, "We are in the process of upgrading in your area." This is no longer a valid excuse. This has been horrible service out here for over 3 years. FIX IT OR I'M JUMPING SHIP! sully023 sully023 Oct 4, 2013 3:04 AM https://community.sprint.com/baw/thread/135303

10. Promotion  Customer unwillingness to change providers  Collectively $5.3 billion on media last year  Sprint expected to increase AD spending  “Wireless market is saturated... The marketing is really about switching.”  Unlimited-data offerings  May see future price cuts from Sprint  Analyst predict network speed - rather then data and pricing - as the focus.

11. Promotion

12. Sprint Price Comparison Sprint All-In Plans Compared (Inline)

13. Sprint Pricing  Pros  Only Sprint and T-Mobile offer unlimited Talk, Text and Data plans  Mid-Range pricing  Cons  Pricing is very competitive with service plans although phones are much more expensive than some of the other carriers, T-Mobile again coming in at a lower prices.

14. Sources  www.sprint.com www.sprint.com  http://online.wsj.com/news/articles/SB10000872396390444097904577539313 305919578 http://online.wsj.com/news/articles/SB10000872396390444097904577539313 305919578  http://www.consumerreports.org/cro/electronics-computers/phones-mobile- devices/cell-phones-services/us-cell-phone-carriers-ratings/ratings- overview.htm http://www.consumerreports.org/cro/electronics-computers/phones-mobile- devices/cell-phones-services/us-cell-phone-carriers-ratings/ratings- overview.htm  http://www.happyforestgroup.com/en/nd.jsp?id=636&_np=4_494 http://www.happyforestgroup.com/en/nd.jsp?id=636&_np=4_494  http://online.wsj.com/news/articles/SB1000142405297020388070457808661 2471992292 http://online.wsj.com/news/articles/SB1000142405297020388070457808661 2471992292  http://www.happyforestgroup.com/en/nd.jsp?id=636&_np=4_494 http://www.happyforestgroup.com/en/nd.jsp?id=636&_np=4_494  http://www.fool.com/investing/general/2013/11/25/why-sprints-terrible- service-doesnt-matter.aspx http://www.fool.com/investing/general/2013/11/25/why-sprints-terrible- service-doesnt-matter.aspx  http://opensignal.com/network-coverage-maps/sprint-coverage-map.php http://opensignal.com/network-coverage-maps/sprint-coverage-map.php  http://online.wsj.com/news/articles/SB10000872396390444097904577539313 305919578 http://online.wsj.com/news/articles/SB10000872396390444097904577539313 305919578