US Cellular 2009 Annual Report Download - page 4

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Increasing data use and smart phone sales
Customer demand for data services and applications
continues to increase rapidly at U.S. Cellular, along with
growing sales of smart phones and premium phones, and
related data plans. In 2009:
• Data revenue per customer increased 33 percent, and
• Smart phone customer ARPU was nearly two times higher
than retail service ARPU.
U.S. Cellular’s expanded 3G network is supporting increased
data use. At the end of 2009, 75 percent of customers had
access to 3G speeds, and 98 percent are targeted to have
3G access by the summer of 2010. We expect to make
further investments in network capacity in 2010 to support
the growth in data use. In addition, U.S. Cellular is continuing
technical trials of 4G/LTE technology that began in 2009,
and we are beginning to develop our LTE rollout plans.
Differentiating through the customer experience
Building on our Believe in Something Better ® marketing
and brand positioning, U.S. Cellular continued to introduce
features and programs that enhance our customers’ wireless
experiences. Customers can exchange dead or dying batteries
for fully charged ones through our Battery Swap program.
They can avoid overage charges by receiving text alerts when
they are close to their monthly minute or message limit,
through our Overage Protection service.
All U.S. Cellular postpay plans include Free Incoming calls,
text and picture messages, and our customers value the
flexibility to change rate plans at any time without additional
charges or contract changes.
Together, these programs and services demonstrate U.S.
Cellular’s commitment to continuously improving and enhancing
A Message from Jack Rooney
As we announced in
February, I have made
the difficult decision
to retire later this year
from U.S. Cellular after
10 wonderful years. I
am incredibly proud
of everything that we
have accomplished as a
company, and I am proud
of the strong and unique
Dynamic Organization
we have built.
I know that our strong
senior management team
will continue to move
the company forward
under new leadership,
and our incredibly
dedicated associates
will remain 100 percent
focused on providing the
best possible customer
experience.
We have created a
company that is more
than just a wireless
provider. U.S. Cellular is a
company that customers
and associates can
believe in, and I thank
everyone who has been a
part of this extraordinary
journey with me.
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