Metro PCS 2011 Annual Report Download - page 20
Download and view the complete annual report
Please find page 20 of the 2011 Metro PCS annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.-
1 -
2
-
3
-
4
-
5
-
6
-
7
-
8
-
9
-
10 -
11 -
12 -
13 -
14 -
15 -
16 -
17 -
18 -
19 -
20 -
21 -
22 -
23 -
24 -
25 -
26 -
27 -
28 -
29 -
30 -
31
-
32
-
33
-
34
-
35
-
36
-
37
-
38
-
39
-
40
-
41
-
42
-
43
-
44
-
45
-
46
-
47
-
48
-
49
-
50
-
51
-
52
-
53
-
54
-
55
-
56
-
57
-
58
-
59
-
60
-
61
-
62
-
63
-
64
-
65
-
66
-
67
-
68
-
69
-
70
-
71
-
72
-
73
-
74
-
75
-
76
-
77
-
78
-
79
-
80
-
81
-
82
-
83
-
84
-
85
-
86
-
87
-
88
-
89
-
90
-
91
-
92
-
93
-
94
-
95
-
96
-
97
-
98
-
99
-
100
-
101
-
102
-
103
-
104
-
105
-
106
-
107
-
108
-
109
-
110
-
111
-
112
-
113
-
114
-
115
-
116
-
117
-
118
-
119
-
120
-
121
-
122
-
123
-
124
-
125
-
126
-
127
-
128
-
129
-
130
-
131
-
132
-
133
-
134
-
135
-
136
-
137
-
138
-
139
-
140
-
141
-
142
-
143
-
144
-
145
-
146
-
147
-
148
 |
 |
9
Distribution and Marketing
We offer our products and services to our customers under the MetroPCS® brand predominately through retail
distribution. Our retail distribution includes independent retail outlets and Company operated retail stores. We also sell our
services over the Internet using our own branded MetroPCS® website. Our independent retail outlets include a mixture of
local, regional and national mass market dealers and retailers and specialty stores. Many of our dealers own and operate more
than one retail sales location and may operate in more than one of our metropolitan areas. A substantial number of our retailers,
dealers and corporate store locations, and certain other locations also accept payment for our services and many also perform
other services for us. A significant portion of our gross customer additions have been added through our independent retail
outlets. For the twelve months ended December 31, 2011, approximately 90% of our gross customer additions were through
independent retail outlets.
Our marketing strategy is to create and provide products, services and communications that drive growth while
optimizing our marketing return on investment and minimizing the cost to acquire customers. Our marketing campaigns
emphasize that MetroPCS offers simple, affordable, predictable and flexible service plans. MetroPCS builds consumer
awareness and promotes the MetroPCS® brand by strategic local advertising to develop our brand and support our distribution
channels. We advertise primarily through local radio, cable, television, outdoor and local print media. We also advertise through
sponsorship arrangements with local, regional, and national sports teams, stadiums, and leagues. In addition, we believe we
have benefited from a significant number of word-of-mouth customer referrals. Some of our independent retail locations also
engage in their own advertising which we support.
Customer Care, Billing and Support Systems
We outsource some or all of our customer care, billing, payment processing and logistics to nationally recognized third-
party providers.
Our outsourced call centers are staffed with professional and bilingual customer service personnel, who are available to
assist our customers 24 hours a day, seven days a week, 365 days a year. Some of these outsourced call centers are located
outside the United States, including in Mexico, Antigua, Panama, and the Philippines, which facilitates the efficient provision
of customer support to our large and growing customer base, including Spanish speaking customers. We also provide
automated voice response service to assist our customers with routine information requests. On certain of our handsets we also
provide an application that allows the user to engage in certain routine customer care functions such as activation, billing
inquiries and payment.