Sprint Cuts Jobs and Stores

Recently I wrote a post critical of Sprint's creepy TV commercial showing individuals with several "mini mes" designed to get things done. Those little helpers were due to the great resources people get from their Sprint phone. I'm beginning to feel bad for my comments, considering the news I saw regarding Sprints current circumstances.

According to Mediabistro:

Fortune is reporting that Sprint plans to cut 4,000 jobs and shut down 125 retail locations this year:

"The news keeps getting worse at Sprint. The struggling wireless telco suffered its worst quarter yet for customer defections, saying a staggering 683,000 post-paid users headed for the door in the fourth quarter. Sprint's churn, reflecting the rate of monthly subscriber loss, rose to 2.3 percent, which is more than double the rates recently posted at the fastest-growing big carrier, Verizon Wireless."

Sprint is the nation's third largest carrier, with approximately 54 million subscribers. AT&T and Verizon are neck and neck, with 66 and 64 million respectively. T-Mobile brings up the rear (of the four major carriers) with 28 million customers.

I doubt seriously that the "creepy ad" I referred to in a recent post played any role. But I'm also sure that their weak campaigns have done little in winning the defections war. Of the big four, I think Verizon has the most effective commercials and the only theme that is memorable. With their long term use of "can you hear me now?," we know exactly what they are talking about and the message resonates. Yet they have been clever enough to tie it to different themes to prevent us getting bored.

I know that personal stories are less than reliable, but there seemed to be a time when virtually everyone I knew used Sprint. Those days seems to be long gone.

Kevin Price is Host of the Houston Business Show (M-F at 11 AM on CNN 650) and Publisher of the Houston Business Review. Hear the show live and online at HoustonBusinessShow.com. Visit the archive of past shows here.

Sprint's Creepy Commercial

I typically like Sprint's commercials. Yes, they are low key and they don't stick with you for a long time, but they are fun and get to the point. The most memorable one to date for me is the "Crime Deterrent" one where the phone user throws his phone to show that fighting crime is one of its functions (see video).

The latest one has individuals being able to do so much more, it is like having many "mini mes." I'm sorry, I found the ad a little creepy. I'm usually spending most of my time simply looking at it, rather than hearing the message.

On the other hand, I did hear enough to know what it was. It is also one of those ads that people will write and talk about (like here). So who knows, maybe it is a little effective. However, it isn't the type of ad for me. I would love to get the thoughts of others.

Kevin Price is Host of the Houston Business Show (M-F at 11 AM on CNN 650) and Publisher of the Houston Business Review. Hear the show live and online at HoustonBusinessShow.com. Visit the archive of past shows here.

Why Do Women Always Win in Commercials?

I just saw a commercial for Sprint in which a man and woman had a race to determine who had a faster phone (I think it was to get online, or something, but I was too interested in the demographics of the race). The woman, of course, won. The same is true with virtually every commercial that includes men and women. In these commercials, generally speaking:

* Women are smarter. I'm amazed that men are able to get their pants on in light of what the media conveys.

* Women work harder. Unless a man can turn it on or off from a couch, he isn't going to do it.

* Women are better. If a job is going to get done, it will require a women.

I have been trying to figure out why this has happen (men generally being seen as weak idiots in the media), and I think it could be a consequence of several things:

* The culture in general seems to be largely anti-male. Unfortunately, this isn't completely without cause. Men cause most of our crime and they are much more inclined to abandon their responsibilities to their families. I doubt if beating them up in the media will do anything to reverse this sad trend.

* I believe that many of of the institutions that affect culture (TV, magazines, art, etc.) are becoming increasingly dominated by women. I believe this is particularly true of the marketing and advertising fields that use to be dominated by "Ad Men" and is increasingly being over taken by women in these posts. I believe there is a general consensus that women are more creative and artistic, making them ideal for these fields.

In the end, I'm sure there are other factors driving these trends and I think the move in this direction should be a little disconcerting to all of us, including women, because many of them have sons whom they would prefer to be better men. Media is powerful and will, in my opinion, have a direct impact on the type of men we raise in our culture.