Cricket Wireless 2012 Annual Report Download - page 9
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2012 YEAR IN REVIEW
7
Fr vat alue
bos tructur w oda
f a y.
new ways to reduce everything from backhaul and
network management expenses to administrative
real estate costs.
We continue to focus on the priorities that
matter most and deliver the most meaningful
results. We have refined our retail distribution
network, focusing on only the best locations for
company-owned stores and refocusing our dealer
compensation program to keep customers with us
longer. We also significantly reduced our national
retail spending and narrowed our focus from six
national retail partners to two – RadioShack and
Walmart.
Overall, we have taken a hard look at all non-
revenue producing activities, scaling back device
promotions and minimizing subsidies on handset
pricing so we can attract those customers least
likely to churn. We are deploying our resources to
retain our current customer base and win new ones.
While it will take some time for these changes to
flow through our financial statements, we believe
our operating efficiencies will improve our ability to
generate cash flow in the years to come.
STRATEGY
The industry has changed, and we are changing
with it. We need to attract more customers
profitably in the face of slower growth. By
improving the customer experience, we believe
we can retain and expand our current customer
base and position ourselves to attract post-
paid customers. Our goal is to strengthen our
foundation, focus on our core competencies and
improve our bottom line.
STRATEGY +