US Cellular 2013 Annual Report Download - page 4

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Increasing Smartphone Penetration and
Monetizing Data Use
 
portfolio of Android, Apple, and Windows
devices, along with attractive shared data plans.
 
smartphone customers in the fourth quarter, and
80 percent of total devices sold in the quarter
were smartphones.
We expanded 4G LTE coverage to nearly
90 percent of customers by year end, and 4G LTE
devices were 69 percent of devices sold in the
fourth quarter.
Comprehensive 4G LTE coverage ensures
substantial capacity and monetization
opportunities as smartphone adoption and data
use increase dramatically in our markets.

decision to mandate device interoperability
supports our strategy by ensuring that we can
 
 
coverage in the future.
2 U.S. CELLULAR
Attracting Customers and Building Loyalty
Our strategy is to provide the best wireless
customer experiences in the industry, centered
around a best-in-class 4G LTE network. The fast
and reliable network is the backbone for our
 
Rewards Program—unique in the wireless
industry—makes U.S. Cellular customers feel
like members.
Attracting new customers and reducing churn
are our highest priorities. We enhanced our
value proposition in 2013 by expanding 4G LTE
access to nearly 90 percent of our customers,
launching Apple devices to strengthen our
 
to provide a seamless and consistently high-
quality experience across our sales and service
channels. We introduced customizable plans for
small and medium businesses, and expanded
our distribution to Sam’s Club and Amazon.
We also converted to a new billing and
operational support system—an essential
platform for delivering services and products
  
conversion, many of our customers experienced
extended reductions in service levels as we
worked through implementation issues, and this
led to an increase in postpaid churn. These
experiences were below our standards, and we
provided additional rewards points to postpaid
customers in appreciation for their patience and
commitment.
 
in November of 2013, and reinstituted contracts
for postpaid customers, to help reduce postpaid
churn over time.
“Highest Network Quality
Performance Among
Wireless Cell Phone Users in
North Central Region”
-J.D. Power
“Highest Network Quality “Highest Network Quality
Performance Among Performance Among
Wireless Cell Phone Users in Wireless Cell Phone Users in
North Central Region”North Central Region”
More than ever, we believe
network quality is the most
important element of
customer satisfaction.
More than ever, we believe More than ever, we believe
network quality is the most network quality is the most
important element of important element of
customer satisfaction.customer satisfaction.