The Sprint Network Dilemma

The “Now” Network is in a bit of trouble. With T-Mobile and AT&T possibly merging, and Verizon gaining power with the adoption of the Apple IPhone, Sprint has found itself in a fight or flight situation. Should Sprint merge with Verizon, or should it play the little guy in between two huge corporations?

Lets review some quick facts shall we? With the anticipated T-Mobile/AT&T buy out coming about, Sprint will find its self sitting on the lowest step of the metal podium, sporting the bronze metal. Ruling only 16% of the cellular market. This will leave our friends AT&T and Verizon with a combined hefty 70% of the market to play with as they please. So what does this mean for our friend sprint? It means low consumer retention, an endless Advertisement battle, and a dire need for some good Public Relations.

That said, Sprint should take this challenge and run with it. If Sprint were to get bought by Verizon, then consumers would be in a tricky situation. Deal with the powerless companies owning only one or two percent of the market, or fall into the hands of AT&T/Verizon.  The evil duo (in Sprints eyes) would be able to jack up prices, and change plans as much as they please, forcing the consumer to follow suit, with small unreasonable options for change. 

Sprint executives need to sit down and lay out their options before making any drastic moves. One idea would be to consider the cellular companies below them in the market and merge. Another would be to look outside the U.S and see where they could stand in the global market. Partnering with foreign companies wouldn’t hurt, making partnerships with corporations outside the cellular market wouldn’t hurt either (i.e appealing to Universities and Businesses offering low rate cell plans for employee’s).

Sprint needs to take on every opportunity and figure out where they can leave their mark. Japan is a perfect example. They need to get out there and be the first big corporation to offer support! Gain back your loyalty and build new dedicated consumers!

Let the game of monkey in the middle commence….