SOURCE: Frost & Sullivan

June 22, 2011 07:52 ET

Frost & Sullivan: U.S. Wireless Consumers Rate Sprint the Highest for Customer Value Enhancement

Extensive Survey Asked Customers to Rate Top Service Providers on Overall Quality, Price and Customer Service

MOUNTAIN VIEW, CA--(Marketwire - Jun 22, 2011) - Based on Frost & Sullivan's recent independent research surveying 1,003 U.S. consumers, Sprint receives the 2011 North American Wireless Consumers' Choice Award for Customer Value Enhancement for being the cellular telephone service provider that rates highest on customer value enhancement variables, such as overall quality and price.

Frost & Sullivan estimates the U.S. wireless market to have 295.2 million prepaid and postpaid subscribers at the end of 2010; a 4.7 percent year-over-year increase. The more popular mobile wireless services become, the more challenges the market faces, compelling providers to leverage customer value to succeed in the market. With the top-two mobile wireless providers, Verizon and AT&T, controlling over 55 percent of the total market share, competing providers have to work extra hard to gain customers.

"Sprint edges out its major competitors on customer value enhancement, receiving an average rating of 5.33 on a seven-point scale from its customers, compared to the average ratings of 5.05 to 5.29 for its major competitors," says Frost & Sullivan Senior Research Analyst, Joerg Ditmer. "In particular, Sprint earns this award on the basis of its strong rating on price relative to its top competitors."

Sprint ranks first in price, receiving 0.37 points more than its top competitor. In today's market, price is important when choosing a consumer service. More consumers are leaning toward smartphones, which come at a higher price. However, Sprint provides smartphones such as Androids and BlackBerrys for a more reasonable price than its competitors do.

The company ranks second in overall quality compared to its top-four competitors. Sprint's CDMA network allows it to provide services to all 50 states along with Puerto Rico and the U.S. Virgin Islands. Furthermore, Sprint began offering 4G service in 2008 and currently covers 130 million people across the U.S.

"Sprint further adds to its customer value based on the improvements it has been making; notably in its network," adds Gina Villanueva. "Faster broadband speeds are what customers demand and through its 4G network, Sprint will be able to meet those demands."

Based on these factors, Frost & Sullivan is proud to present the 2011 North American Consumers' Choice Award for best cellular telephone service provider for customer value enhancement in the wireless market to Sprint.

Each year, Frost & Sullivan presents this award to the company that has demonstrated excellence in implementing strategies that proactively create value for its customers with a focus on improving the return on the investment that customers make in its services or products. The award recognizes the company's focus on enhancing the value that its customers receive, beyond simply good customer service, leading to improved customer retention and ultimately customer base expansion.

Frost & Sullivan's Best Practices Awards recognize companies in a variety of regional and global markets for demonstrating outstanding achievement and superior performance in areas such as leadership, technological innovation, customer service and strategic product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis and extensive secondary research in order to identify best practices in the industry.

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