Cricket Wireless 2011 Annual Report Download - page 4
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Cricket has long been a prepaid leader in the markets we serve. To increase our penetration nation-
wide, we implemented our growth plan on four key fronts during 2011 – all of which remain top
priorities in 2012:
• A better customer experience: To improve customer care, we focused on “first call resolution” by
attempting to address our customers’ questions the very first time they contact our call centers. In
the process, we not only increased customer satisfaction among callers but also lowered the cost of
care per subscriber. Going forward, we are looking at enhancing every stage of the customer lifecycle
– from activation to billing, payment options and upgrades and every touch point in between.
• Expanded distribution: We doubled our national retail presence to more than 11,500 locations with
the biggest names in the business – Best Buy, Walmart and Dollar General – and partnered for the
first time with Amazon.com and multimedia retailer HSN. We also expanded our Cricket-branded
distribution channel, particularly our premier dealers, which offer the same look and feel as our
company-owned stores at a more efficient, variable cost structure.
• Compelling devices and service plans: With the best device portfolio in our history, we drew
customers to our higher-margin service plans. We launched eight new smartphones last year – half of
them Muve Music-enabled and all featuring the popular Android operating system. We offered more
choices, from our first tablet to quality feature phones and the Huawei Mercury, which was named the
“best prepaid smartphone in America” by PC Magazine.
• Broader awareness: We took the Cricket brand nationwide with our “Your Call” advertising campaign,
evolving our look and feel to attract a wider demographic of customers. We have broadened our
message to reach customers we call “real life value seekers” – people who aspire to have the best
wireless experience at the best value, no matter where they live or what they earn.
Our ultimate goal? To make it easier than ever before for customers to choose Cricket – and stay with
us longer.
Cricket has built its business for people who are focused on value. That hasn’t changed. We remain
committed to our core customer base, while bringing our products to a broader set of customers. With
nationwide coverage, 3G networks and best-in-class devices, we have become a company with a much
wider appeal.
Today we provide a wireless experience similar to the largest national players. With our growth initiatives,
we continue to spread the word, expand our reach and bring our brand to more people in more places.
Already, we are seeing demand build in market segments where we had little or no presence before.