Today Sprint announced a new program for what it calls its "most loyal" customers. Sprint Premiere will offer perks, rewards, and other benefits for being good to Sprint. About time, or desperate measure?It's no secret that Sprint is hurting right about now. It recently announced that it will trim its work force by 8,000 in response to weakening demand for its services. It has bled millions of customers to competitors AT&T Mobility, T-Mobile, and Verizon Wireless. Now comes a new program that is meant to entice -- bribe? -- its best customers into staying with the nation's third-largest wireless company.

Here's how it works. In order to qualify for the program, you have to either 1) For three consecutive months, consumer customers must be on an individual wireless plan of at least $69.99 per month or spend at least $99.99 per month on a plan that shares minutes; or 2) they must have been a Sprint wireless customer for at least 10 years. Meet those requirements, and you're in.

Here's what you'll get:

• Early Upgrades: After only one year customers can receive our new customer price on a new handset. That's almost a year sooner than other customers. For accounts sharing minutes, the early upgrade applies to the primary line. A new two-year agreement is required.
• "Just Because" Perks: Spontaneous special offers for trips, tickets to shows and sporting events -- just to say thanks.
• Anniversary Rewards: Customers celebrate their annual Sprint anniversary with a special gift such as free ring tones or free minutes.
• First to Know/First to Buy: Longstanding customers get an exclusive first peek at new products and services such as the upcoming Palm Pre, and then are among the first with opportunities to purchase when they become available.
• Accessory Discounts: A once-a-year discount on accessories at participating Sprint stores.
• Courtesy Plan Check: For customers who haven't changed their plan in six months, Sprint will notify them for a "Plan Check" to make sure they are getting the most value out of their device.

Not a bad list of perks. I'll be waiting to hear exactly what spontaneous rewards are dished out. Sprint has been good about giving its best customers an advance look at the hottest phones in the past. Now it is just making the practice official.

Still, as nice as these are, is it too little, too late? Can these rewards really convince subscribers to stay on board?