Sprint's CEO Dan Hesse Touts His Truly Unlimited Plan In New TV Ad

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Sprint's Simply Everything plan has been around for years. It has always allowed unlimited web, texting and calling for a flat rate. Nothing special there. But in recent months, many other carriers have begun to tweak their unlimited plans, transforming them from unlimited plans to "unlimited*" plans. There have been instances of throttling, data caps and other such attempts to put a lid on things if a user actually consumes too much data, and Sprint's CEO Dan Hesse isn't so sure why they're able to continue calling things "unlimited."


His new TV ad reassures people that Sprint's Simply Everything plan truly is unlimited. There are no stipulations. No limits. In fact, he ends with this: "Why limit yourself?" It's a good question. The actual definitely of unlimited doesn't include metering, overage, or throttling, which is code for slowing you down, and Sprint remains the only major carrier in the States that believes in unlimited. Watch the ad below and see for yourself. If it's unlimited you need, it seems like Sprint is still the best major option.

Sprint CEO Dan Hesse defines “unlimited” in new TV ad

OVERLAND PARK, Kan.--(BUSINESS WIRE)--Sprint (NYSE: S) aims to set the record straight on what “unlimited” means in a new TV ad that once again features CEO Dan Hesse.

    “If you have to worry about additional charges appearing on your bill based on usage, that’s not an unlimited plan. We chose to use Mr. Hesse to deliver that message because he’s become a trusted voice.”

Building on previous successful campaigns featuring Hesse, the Sprint CEO appears for the 10th time in a TV spot that reinforces simplicity, value and Sprint’s commitment to the customer experience. The new advertisement highlights that Sprint customers on Simply Everything® data plans don’t have to worry about surprises on their monthly bills due to data overage charges on phones like they might with AT&T’s tiered data plans. Nor do they have to limit their data usage on phones to avoid throttling, like they might with Verizon’s new policy of slowing down speeds for heavy users or T-Mobile’s policy of limiting speeds once customers reach 5 GB of data usage.

In the ad Hesse says: “The other day, I looked up the word unlimited in the dictionary. Nowhere in the definition did I see words like metering, overage, or throttling, which is code for slowing you down. Only Sprint gives you true unlimited calling, texting, surfing, TV and navigation on all phones.”

He concludes with the question: “Why limit yourself?”

“Some of our competitors continually attempt to create confusion in the mind of the consumer by talking about ‘unlimited’ plans that are not truly unlimited on their networks,” said Bill Morgan, Sprint senior vice president-Corporate Marketing. “If you have to worry about additional charges appearing on your bill based on usage, that’s not an unlimited plan. We chose to use Mr. Hesse to deliver that message because he’s become a trusted voice.”

Sprint’s Simply Everything Plan offers more value and simplicity than other wireless carriers, and is the only plan from a national carrier to offer true unlimited service while on the Sprint network for every phone without the worry of throttling or overage. The Simply Everything Plan delivers unlimited calling, text and Web, including email, social networking, GPS navigation, TV and radio while on the Sprint 3G and 4G networks for $99.99 per month, plus a required $10 Premium Data add-on charge for smartphones. 
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realneil replied on Sun, Mar 13 2011 10:05 PM

Good enough.

Unlimited means unlimited and not something less.

Dogs are great judges of character, and if your dog doesn't like somebody being around, you shouldn't trust them.

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Why I'm still with Sprint actually. None of the other players have the slightest chance of ever getting my biz.

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jsobota replied on Thu, Mar 17 2011 10:01 PM

The problem with this is that "everything Data" used to mean unlimited data. Now, if you want to use a smartphone, you have to pay a $10/month "Premium Data add-on". So, if I want to upgrade my "old" smartphone to a 1-year newer one, I also have to increase my bill by $10 to have essentially the same plan and data usage. Thank you Sprint, for making me think twice about upgrading and saving me the $200 for a new phone. Next year when my contract expires, I think I'll be looking at Verizon.

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