Sprint Gets Into "Street Fighter" Mode, Prepares For a Price War

Much to T-Mobile's chagrin, Sprint is no longer interested in acquiring the nation's fourth largest wireless carrier, and the decision to ditch any potential deal the two may have been negotiating could spark a price war. That's just fine by Sprint, which is testing out new pricing plans as it prepares itself for what could be a fierce fight in wireless.

Masayoshi Son, CEO of Sprint's parent firm SoftBank Corp, said his company will infuse the nation's third largest wireless carrier with its "street fighter" tactics through new leadership. Indeed, Sprint already hired a new CEO of its own, replacing former chief Dan Hesse with Marcelo Claure, founder and CEO of wireless distribution company Brightstar.

Sprint Store
Image Source: Flickr (Mike Mozart)

"Price competition will intensify. Sprint will be ready to join the fray," Son stated in front of a group of analysts and reporters this week.

As for Sprint's new CEO, Son likened him to a "street fighter or bandit," adding that "he built Brightstar from scratch." Son's comments come off strong in the wake Sprint's decision to back off from T-Mobile, and though the company has been in the red since 2007, a price war could be just what it needs. At the same time, Son is considering other options now that Sprint isn't tied to T-Mobile, though he didn't say what they are.

"I am lucky to be free to steer in any direction I choose. There are many choice, and my mind is busy considering them all," Son said.