US Cellular 2012 Annual Report Download - page 4

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Increasing Smartphone Sales
and Data Use
U.S. Cellular drove smartphone sales in 2012
with our strongest ever range of smartphones,
tablets and feature phones, and with improved
launch timing that enabled us to introduce
iconic 4G LTE devices at the same time as our
national competitors.
At the end of 2012, smartphone customers
were 42 percent of our postpaid base,
compared to 30 percent at the end of 2011.
Smartphones were 56 percent of all devices
sold in the year, and 4G LTE smartphones in
particular were 22 percent of all devices sold in
the year. To better monetize the resulting

tiered data plans. The growth in smartphone
penetration and data use increased average
revenue per postpaid customer by four
percent in 2012, to $54.32.

subsidies for 4G LTE devices, we expect to

of 4G LTE as the majority of our customers
migrate to the faster network. This will also
result in lower capital expenditures on our
legacy networks.
“Highest Network Quality
Performance Among Wireless Cell
Phone Users in North Central Region”
–J.D. Power and Associates
2 U.S. CELLULAR
Smartphone Customers
as a Percentage of Postpaid
Customers
7%
4%
30%
42%
17%
08
09
10
11
12
45%
40%
35%
30%
25%
20%
15%
10%
5%
0
Smartphones as a
Percentage of Total
Devices Sold
08
09
10
11
12
10%
6%
44%
56%
25%
70%
60%
50%
40%
30%
20%
10%
0LTE
22%