US Cellular 2010 Annual Report Download - page 3

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To Our Shareholders
U.S. Cellular 1
2010 Performance Highlights
For U.S. Cellular, 2010 was a year of innovation
and exciting transition, tempered by
challenging economic conditions and intense
competition in our markets. We had strong
growth in smartphone sales, which led to
greater use of data services and, in turn, slightly
higher average revenue per customer. The cost
to subsidize those smartphones, however,
contributed to a decline in profitability.
The entire organization came together
beginning in June to make the CEO transition
successful. We’re excited about combining
a new perspective with our experienced
leadership team to increase innovation at
U.S. Cellular and drive performance.
Among the 200 Most Trustworthy
Companies in the U.S.
– Forbes Magazine and Audit Integrity
In October, we built on our customer
satisfaction heritage with the launch of
The Belief ProjectSM, a platform for providing
a wireless customer experience that sets us
apart from our competitors. By the end of
February 2011, 1.7 million new and existing
customers had migrated to our Belief Plans.
I’m extraordinarily proud to lead
U.S. Cellular and its 9,000
associates, who are so dedicated
to ensuring outstanding wireless
experiences for our customers.
U.S. Cellular’s values are my values,
and I believe that my strategic
operational and consumer marketing
strengths are an excellent fit for this
company. I’m committed to working
with our experienced executive team
and our talented associates to improve
profitability and increase the value
we deliver to our shareholders.
– Mary N. Dillon, President and CEO
United States Cellular Corporation operates on a customer satisfaction strategy,
driving loyalty and performance by providing a comprehensive range of wireless services
and products, superior customer support and a high-quality network.