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The
"All-in" plan will offer unlimited talk, text and data at $60,
plus $20 to lease phones such as the iPhone 6 and Samsung's
Galaxy S6, chief marketing officer Kevin Crull said in an
interview.
Sprint, the No. 3 U.S. cellular operator, is in the middle of a
turnaround plan aimed at narrowing the gap with its larger
rivals. It has focused on offers such as cutting subscribers'
bills in half to get them to switch from other carriers,
doubling its data capacity and hand-delivery of new phones.
Analysts have raised concerns over Sprint's heavy spending to
acquire customers and whether it can balance costs with
investments in network upgrades.
In recent years, the industry has moved away from traditional
two-year contracts of subsidized phones to offering monthly
leasing plans alongside service fees. The shift sparked a price
war among Sprint and its rivals, T-Mobile US Inc, AT&T Inc and
Verizon Communications and the proliferation of varied
promotions and rate plans.
"The natural evolution of the industry is to advertise both
combined: cost of the device and the rate plan, put them
together and tell the customer what's the rate all in," Crull
said.
The plan, which includes a one-time $36 activation fee, will
roll out on Tuesday with a video campaign featuring soccer star
David Beckham, Sprint said.
(Reporting by Malathi Nayak; Editing by Dan Grebler)
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