Clearwire 2009 Annual Report Download - page 20

We pursue mar
k
et c
l
uster
i
ng opportun
i
t
i
es w
hi
c
h
a
ll
ow our customers to roam
i
n areas o
f
reg
i
ona
li
nterest. A
c
lusterin
g
strate
gy
can also deliver cost efficiencies and sales and marketin
g
s
y
ner
g
ies compared to areas in which
m
arkets are not deployed in a geographic cluster.
As of December 31, 2009, we offered our services in
5
7 markets in the United States covering an estimated
4
1.7 million people, and we had approximatel
y
595,000 retail and 46,000 wholesale subscribers in the United
S
tates. We operate 4G mo
bil
e
b
roa
db
an
d
networ
k
s
i
n27o
f
our mar
k
ets
i
nt
h
eUn
i
te
d
States, cover
i
n
g
an est
i
mate
d
p
opulation of 34.
5
million people, as of December 31, 2009. These markets include, among others, Atlanta
,
Ba
l
t
i
more, C
h
ar
l
otte, C
hi
ca
g
o, Da
ll
as, Hono
l
u
l
u, Las Ve
g
as, P
hil
a
d
e
l
p
hi
a, Port
l
an
d
, Ore
g
on, San Anton
i
o, an
d
S
eatt
l
e.
O
uts
id
et
h
eUn
i
te
d
States, as o
f
Decem
b
er 31, 2009, we o
ff
ere
d
our pre-4G serv
i
ces
i
nG
h
ent an
d
Brusse
l
s,
Bel
g
ium, Dublin, Ireland and Seville, Spain, where our networks cover approximatel
y
3.0 million people. As of
D
ecem
b
er 31, 2009, we
h
a
d
approx
i
mate
l
y 47,000 su
b
scr
ib
ers
i
nBe
l
g
i
um, Ire
l
an
d
an
d
Spa
i
n. In January 2010, w
e
launched 4G mobile broadband services in Mala
g
a, Spain. We also have minorit
y
investments in a compan
y
that
offers services in Mexico.
We are in the process of expandin
g
the
g
eo
g
raphic covera
g
e of our 4G mobile broadband networks to ne
w
m
arkets throughout the United States. During the next year, we expect to launch new markets, such as Boston, New
Y
or
k
an
d
Was
hi
n
g
ton D.C., an
d
to up
g
ra
d
et
h
ema
j
or
i
t
y
o
f
our ex
i
st
i
n
gl
e
g
ac
y
mar
k
ets, to 4G tec
h
no
l
o
gy
.I
f
a
ll
o
f
th
e mar
k
ets current
ly
un
d
er var
i
ous sta
g
es o
fd
eve
l
opment are comp
l
ete
d
, our 4G mo
bil
e
b
roa
db
an
d
networ
k
sw
ill
c
over as many as 120 million people by the end of 2010. Additionally, at least one of our Wholesale Partners is
o
ff
er
i
n
g
or w
ill
o
ff
er a
b
ran
d
e
d
vers
i
on o
f
our 4G serv
i
ces
i
n eac
h
o
f
our 4G mar
k
ets. Our actua
l
networ
k
covera
ge
by
the end of 2010 will lar
g
el
y
be determined b
y
our abilit
y
to successfull
y
mana
g
eon
g
oin
g
development activities
and our
p
erformance in our launched markets.
S
ales and Marketing
O
ur current mar
k
et
i
n
g
e
ff
orts
i
nc
l
u
d
ere
li
ance on a
f
u
ll
ran
g
eo
fi
nte
g
rate
d
mar
k
et
i
n
g
campa
ig
ns an
d
sa
l
es
activities, includin
g
advertisin
g
, direct marketin
g
, public relations and events to support our sales channels. W
e
have offered promotional pricing plans and other financial incentives, such as gift cards, to attract new subscribers
.
W
e
b
e
li
eve t
h
at we current
l
y
h
ave a strong
l
oca
l
presence
i
n our mar
k
ets, w
hi
c
h
en
h
ances our a
bili
ty to
d
es
i
gn
m
arketin
g
campai
g
ns tailored to the preferences of the local communit
y
. We advertise across a broad ran
g
eof
m
e
di
a,
i
nc
l
u
di
ng pr
i
nt,
billb
oar
d
s, on
li
ne, an
d
ra
di
oan
d
te
l
ev
i
s
i
on
b
roa
d
cast me
di
a, w
i
t
h
te
l
ev
i
s
i
on on
l
y recent
ly
i
ntro
d
uce
d
se
l
ect
i
ve
l
y
i
n some o
f
our
l
arger mar
k
ets. We a
l
so con
d
uct commun
i
ty awareness campa
i
gns t
h
at
f
ocus
on
g
rass-roots marketin
g
efforts, and host local communit
y
events where potential subscribers can experience our
s
er
v
ice
.
We intend to take advantage of co-branding advertising and marketing opportunities with our Strategic
P
artners an
d
equ
i
pment ven
d
ors. In some cases, t
h
ese part
i
es
h
ave ma
d
e comm
i
tments to spen
d
a certa
i
n amount o
n
a
d
vert
i
s
i
n
g
an
d
mar
k
et
i
n
g
e
ff
orts t
h
at
i
nc
l
u
d
e our serv
i
ces.
We current
ly
use mu
l
t
i
p
l
e
di
str
ib
ut
i
on c
h
anne
l
s to reac
h
potent
i
a
l
su
b
scr
ib
ers,
i
nc
l
u
di
n
g
:
Direct an
d
Retai
l
Presenc
e
We have hired salespeople and other agents to sell our services directly to consumers. Our direct sales an
d
m
ar
k
et
i
n
g
e
ff
orts
h
ave
i
nc
l
u
d
e
dd
oor to
d
oor sa
l
es an
ddi
rect ma
ili
n
g
s to potent
i
a
l
su
b
scr
ib
ers
i
n our networ
k
c
overa
g
e area. Our salespeople and a
g
ents also set up mobile kiosks at local communit
y
and sportin
g
events an
d
n
ear retail establishments or educational institutions to demonstrate our services. Each of these sales
p
eo
p
le an
d
agents carr
i
es a supp
l
yo
f
mo
d
ems, so t
h
at a new su
b
scr
ib
er can act
i
vate
hi
sor
h
er account an
d
rece
i
ve equ
i
pment
i
mmediatel
y
. Our direct sales teams are expandin
g
their focus to include acquirin
g
small and medium sized busines
s
accounts as subscribers. We also market our products and services throu
g
h a number of Clearwire operated retail
out
l
ets,
i
nc
l
u
di
ng reta
il
stores,
b
ut pr
i
mar
il
y
ki
os
k
s
l
ocate
di
nma
ll
san
d
s
h
opp
i
ng centers.
10