Hesse: The Most Trusted Man in Wireless?

11:35 AM Sprint CEO Dan Hesse returns to TV commercials to explain what unlimited really means

Sarah Thomas, Director, Women in Comms

March 14, 2011

1 Min Read
Hesse: The Most Trusted Man in Wireless?

11:35 AM -- He's baaaack. After a brief hiatus in which Sprint Corp. (NYSE: S) used actors in awkward situations to promote its unlimited plans, CEO Dan Hesse has returned to the small screen to explain to consumers what "unlimited" really means and, more directly, illustrate how his competitors don't get it. (See Sprint CEO Taunts Competitors Over Unlimited.)

In announcing the new commercial, Sprint stated that 10-time commercial star Hesse has become a trusted voice. This isn't a statement you would see in years past where most CEOs were not well known, much less trusted.

But, Sprint's point is a fair one, as it pointed out in the following chart (see below) that was embedded in its press release. Unlimited is a message that should resonate with a lot of consumers who fear the uncertainty of overages. Hesse didn't go as far as to promise Sprint would never subject its customers to the tactics of its competitors, but, for now, Sprint's pricing message should work to its advantage.

Sprint Breaks It Down

And, as far as if Hesse is a trusted voice of reason, some viewers think so. One commenter noted, "That guy look[s] and sounds like your friend's hip, cool dad. You know the one that smiles a lot and drives a Porsche."

I guess if you'd trust a smiley guy in a Porsche, then mission accomplished, Sprint.

— Sarah Reedy, Senior Reporter, Light Reading Mobile

About the Author(s)

Sarah Thomas

Director, Women in Comms

Sarah Thomas's love affair with communications began in 2003 when she bought her first cellphone, a pink RAZR, which she duly "bedazzled" with the help of superglue and her dad.

She joined the editorial staff at Light Reading in 2010 and has been covering mobile technologies ever since. Sarah got her start covering telecom in 2007 at Telephony, later Connected Planet, may it rest in peace. Her non-telecom work experience includes a brief foray into public relations at Fleishman-Hillard (her cussin' upset the clients) and a hodge-podge of internships, including spells at Ingram's (Kansas City's business magazine), American Spa magazine (where she was Chief Hot-Tub Correspondent), and the tweens' quiz bible, QuizFest, in NYC.

As Editorial Operations Director, a role she took on in January 2015, Sarah is responsible for the day-to-day management of the non-news content elements on Light Reading.

Sarah received her Bachelor's in Journalism from the University of Missouri-Columbia. She lives in Chicago with her 3DTV, her iPad and a drawer full of smartphone cords.

Away from the world of telecom journalism, Sarah likes to dabble in monster truck racing, becoming part of Team Bigfoot in 2009.

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