Mobile
Commentary
6/27/2007
08:54 AM
Eric Ogren
Eric Ogren
Commentary
50%
50%

Sprint All But Cans Nextel Identity

Sprint is launching a new marketing campaign, and it is all about speed. Conspicuously absent? Any real references to Nextel, which Sprint paid big bucks to merge with a couple of years ago. Does this spell the end of Nextel?

Sprint is launching a new marketing campaign, and it is all about speed. Conspicuously absent? Any real references to Nextel, which Sprint paid big bucks to merge with a couple of years ago. Does this spell the end of Nextel?Well, not entirely. Sprint says it is going to continue to enhance the Nextel National network. But Sprint seems to be refocusing its push-to-talk service, and says it is now going to be powered by "SprintSpeed". (Why can I hear Captain Kirk here? "Mr. Sulu, SprintSpeed, please.") Sprint makes no actual references to its iDEN network. On top of that, Sprint is already offering a slew of "blended" phones, that contain both CDMA and iDEN radios for combined functionality.

Sprint is hoping historical iDEN subscribers will choose these blended devices and eventually be won over by the CDMA features. The design behind this strategy is to get all Nextel iDEN subscribers to shift to CDMA phones so Sprint can sunset the iDEN network.

Speaking of CDMA, the press release speaks of Sprint's new slogan, Sprint Ahead, and how it is going to be the network of the future. There's certainly no reason to complain about the $7 billion that Sprint is going to invest in upgrading its CDMA EV-DO network to Revision A. Rev A will enhance business productivity by providing AirCard users with better wireless connecting speeds on both the uplink and downlink.

"Once you've experienced speed there's no going back," says Rich Silverstein, co-founder of Goodby, Silverstein & Partners. "Sprint allows us to get what we want, when we want it, and all at the speed of light. It's truly a magical experience."

Strangely, Sprint barely makes mention of its forthcoming WiMAX network. The 4G technology gets a tiny little shout-out at the end of the press release. Just a few months ago, it seemed Sprint's future hinged on the WiMax network...

Comment  | 
Print  | 
More Insights
InformationWeek Elite 100
InformationWeek Elite 100
Our data shows these innovators using digital technology in two key areas: providing better products and cutting costs. Almost half of them expect to introduce a new IT-led product this year, and 46% are using technology to make business processes more efficient.
Register for InformationWeek Newsletters
White Papers
Current Issue
InformationWeek Tech Digest, Dec. 9, 2014
Apps will make or break the tablet as a work device, but don't shortchange critical factors related to hardware, security, peripherals, and integration.
Video
Slideshows
Twitter Feed
InformationWeek Radio
Archived InformationWeek Radio
Join us for a roundup of the top stories on InformationWeek.com for the week of December 14, 2014. Be here for the show and for the incredible Friday Afternoon Conversation that runs beside the program.
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.