Mobile Services' Marketing Makeover

Get ready for a barrage of new messages from Sprint, Cingular, Verizon, and T-Mobilea reflection of the rising stakes in the war for subscribers

Of the many challenges facing Sprint Nextel Chief Executive Gary Forsee, one of the biggest is reviving his company's wireless marketing machine. In the fourth quarter, the company lost 306,000 customers, in part, analysts say, because of an ad campaign that failed to connect with users, as bigger rivals Verizon Wireless and Cingular were sharpening their marketing messages. "There's no question that Verizon and Cingular have separated themselves from the pack," says Andrew Cole, president of consultancy CSMG. "[Their ad campaigns] have been focused on the right things, like network quality."

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