Services/apps mobile

Sprint to Woo Customers With 'Cut Your Bill in Half' App

Sprint is taking its "Cut Your Bill in Half" marketing scheme direct to the mobile phone, with a soon-to-launch iOS application that it hopes its competitors' customers will download to realize they can get a better deal with Sprint.

According to a source familiar with the plans, Sprint Corp. (NYSE: S) will launch the app in the coming weeks, after a few weeks working to get it through Apple Inc. (Nasdaq: AAPL)'s App Store processes. Consumers can download their phone bill from AT&T Inc. (NYSE: T) or Verizon Wireless and soon, the source says, T-Mobile US Inc. directly on their phone, have it analyzed and determined the best -- and cheapest -- plan for them from Sprint. (See Sprint Offers to Halve AT&T, Verizon Customers' Bills.)

Sprint had no comment on its plans as they are not yet public, but the source says this is the first of its kind marketing app that works with iOS phones, including those of Sprint competitors, and lets a consumer actually make their purchase decision directly from the mobile app if they so choose via the e-commerce engine behind it.

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Cut Your Bill in Half has been a big marketing push for Sprint of late through commercials and advertising with more planned throughout 2015, but it's not a clear-cut 50% discount. In fact, Sprint CFO Joe Euteneuer admitted that the discount may come out closer to 20% off from a rival plan, and he said some customers were coming in asking to cut their bill and realizing a different plan works better for them. (See Sprint Halves Rivals' Pricing Plans... Sorta.)

The hope with the iPad and iPhone optimized app is that potential customers will have an easy and convenient way to see exactly what their savings will be, as well as a way to quickly and easily switch. These potential switchers can complete the entire transaction on their phone or chose to analyze their bill via the app and then come into the store -- or even have a Sprint employee come to them in certain cities via the carrier's new Direct 2 You remote device set-up service. (See Sprint Brings Handset Setup Direct 2 You and Sprint Takes Direct 2 You to More States.)

This is also part of a bigger push by Sprint to drive more traffic into their retail outlets, including new Radio Shack locations, according to the source, who says they see it as an upsell opportunity. (See Sprint to Bring 540 Jobs, LTE-A to Chicago and Sprint Teams Up With Bankrupt RadioShack .)

— Sarah Thomas, Circle me on Google+ Follow me on TwitterVisit my LinkedIn profile, Editorial Operations Director, Light Reading

Sarah Thomas 6/2/2015 | 4:51:23 PM
mobile shopping I can't imagine going through to fulfillment on my phone -- I'd need to call or go in to the store to make the final decision and ensure it's the best deal, but I think where this would become really useful is in Sprint's Direct 2 You program, to have an optimized experience on the iPad to walk a customer through their choices. That, of course, would be for those who have already made the switch to Sprint, but I think it's a useful application of it.
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