Comment on Sprint Nextel Quarterly Numbers | Jeff Kagan Tech Analyst

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Jeff KAGAN

Tech Analyst

     

Sprint Nextel is the number three wireless carrier in the US market. That number three place sounds good, but while competitors are growing, Sprint is still struggling. That is a significant difference.

This could be changed of course, but not so far.

Sprint Nextel has struggled over the last decade. Improvements have been made and their future definitely looks brighter than their past, yet things just still are not really cooking compared to Verizon and AT&T.

The question is will Sprint Nextel actually be a competitive player a few years from now at this rate?

They are trying to shut down the Nextel network over the next year. The question is will Nextel customers simply move to Sprint or will they go to a competitor like AT&T and Verizon?

That depends on how brand loyal Nextel customer are. The fact is Nextel customers are loyal to Nextel, but not so much to Sprint.

If Sprint can pull the rabbit out of the hat and keep the majority of Nextel customers things will be much better than if they leave to the competitors. We’ll just have to wait and see what happens.

Sprint Nextel had problems. They have actually corrected so much of what was wrong. They should be showing positive results.

However this looks like a re-make of a similar movie from the 1990′s. Sprint had problems back then too. They corrected the problems then as well.

Today just like in the 1990′s Sprint Nextel simply doesn’t do a good job of letting the marketplace know of their progress and transformation.

When the marketplace doesn’t know about your improvements, they simply don’t do business with you.

Public relations, marketing and advertising are key to breaking through the noise of the industry being created by companies like Verizon and AT&T. And this has always been Sprint Nextel’s weak spot.

Without reaching customers with this important message I am concerned it will take years before Sprint Nextel recovers.

And if it takes too long they may not be able to restart their recovery engines at all.

I like Sprint Nextel. I hope they can recover. They have made remarkable progress. Now they have to let the world know in order for this to matter.

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Jeff KAGAN| Tech Industry Analyst www.jeffKAGAN.com

Analyst sharing perspective on the changing industry for 25 years

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