Cricket Wireless 2012 Annual Report Download - page 8
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6
Leap Wireless International, Inc.
to offset the upfront cost of buying a device and
go out the door paying only 10 percent of the
purchase price. Customers can pay off the rest
over a 90-day period with no interest or extend
payments over nine months. Today, we continue
to focus on getting devices into consumers’ hands
at a lower out-the-door price, without increasing
subsidies. Evolving and expanding our device
financing program remains a major focus for us
in 2013.
Last year we also enhanced the customer
experience by offering products and services with
wide-ranging appeal. To help retain and expand
our current customer base, we now have approval
to offer Lifeline credits in virtually every market
we serve. Supported by the federal Universal
Service Fund (USF), Lifeline is a government
assistance program that provides discounts on
monthly telephone services for eligible low-income
consumers. Our customers with Lifeline credits
can choose from any Cricket Wireless phone and
service plan, giving them more flexibility and choice
than with any other carrier.
To expand our appeal among post-paid customers,
we enriched our service plans and improved our
innovative Muve Music experience, which now
comes free with nearly every Android service plan.
Muve Music is not only a good retention tool with
current customers, but also a key differentiator
among customers considering Cricket. In 2012, we
drove our compelling value proposition home with
a high-quality advertising campaign. Today our ads
take the national carriers head on, with a strong
message: Cricket offers the “total package” at half
the price of AT&T and Verizon.
OPERATIONS
In a fast-changing wireless marketplace, we are
adapting the way we operate to optimize our
performance. We need to attract more customers
profitably in this new market reality. To drive free
cash flow, we are relentlessly focused on operating
more efficiently and implementing cost management
initiatives to keep expenses under control. At the
same time, we continue to improve the customer
experience in order to achieve profitable growth.
From the beginning, Cricket has innovated value
by keeping our cost structure low. From our supply
chain to web and telesales, we are focused on
operating at maximum efficiency. With our culture
of cost leadership, we are taking a disciplined
approach to managing expenses, constantly finding
Our employees are
passionate about our
customers and keeping
costs low so they can
enjoy more value. We are
constantly finding new ways
to offer a better customer
experience today, while
innovating for tomorrow.
OPERATIONS +