Continuing the tradition of charging for hardware
Ah, finally I have time to sit down and actually write something, I apologize for the delay but my new boss has me working at all hours and even weekends!!
I've been working on a few things here and there, but I wanted to focus on Sprint's Epic 4G and the "continuing tradition" of advertising with bullshit marketing schemes that try and get consumer's to look at the dangling shiny object and not look at what they're really purchasing.
As you can see, this is a photo that I took of an advertisement that I got in the mail from Sprint. It is describing that Sprint has a tradition of "firsts" that it's continuing.
The FIRST and only 4G Super AMOLED screen in the world
Are you.. serious? That is freaking amazing! This is a historic day! Sprint has found a screen that will provide a "4G" service.. but wait, that can't be right.. a screen is just a screen, it can't use DATA right? Let's keep reading!
The FIRST 4G slide-out QWERTY keyboard
Similar to the screen, we see that Sprint has somehow combined data with hardware of their phone. It appears that this claim to have the FIRST "something" makes this better than the competition. Let's just forget that Samsung manufactured the "Galaxy S" series for all 4 carriers and the only difference between them and Sprint is that this phone has a physical keyboard AND the opportunity to use 4G service, IF you are in a 4G area.
You might ask, "So the only difference between these four devices is that one of them has a keyboard, and the rest don't?" Well, yeah, that's exactly what a consumer who doesn't live in a 4G area is going to consider when looking at these phones. Some people love hardware keyboards and some people loathe them, but that's up to the buyer.
Scenario: Billy and Susan are friends who live in New York. Billy currently has the HTC Touch Pro 2 with Sprint and Susan has the Samsung Omnia with Verizon. Both of them love their current carriers and want to purchase the latest Samsung Galaxy S series phone and stick with their current plans.
Susan goes to the local Verizon store and upgrades her plan to purchase the Samsung Fascinate and Billy goes to the Sprint store and grabs the Samsung Epic 4G.
Both of them purchased basically the same phone, but on different carriers. Susan is continuing to pay the same price that she's been paying for the last 2 years on her contract. The thing is though, is that Billy now has to budget in another $10 for "Premium Data" even though he's getting the same phone as Susan! Since they live in a 3G only area, there's no increased 4G speeds.
So, now Billy's upset at Susan because she keeps teasing him that her phone didn't cost anything "more" a month. Billy has to remind Susan that his plan is cheaper, but still.. he's upset because it's the principle.
Billy, now fueled with anger after being taunted by Susan, gets the courage to email Sprint and ask "why!?" and here's the response he received:
Dear Valued Customer,
Thank you for writing to Dan@Sprint.com. I have reviewed and understand your concerns regarding the $10.00 premium data add-on associated with the Samsung Epic. The Samsung Epic signifies a shift in the data features and services that Sprint is able to deliver to customers today. The Epic device experience is far and away better than any other 3G device in the market because of a host of product innovations. The Epic holds a faster processor which allows better mobile broadband experiences with gaming, uploading, downloading, and connecting in addition to the massive 4.0” display with dual cameras for videos, photos, and video conferencing.
The richer data experience requires Sprint to allocate additional resources to its data networks to continue to provide an optimal data experience. The $10.00 premium data add-on is intended to help cover the costs associated with these resources and will only be assessed on customers who have purchased devices that are capable of taking advantage of this robust data experience. Customers can experience this richer data experience on either the Sprint 3G or 4G networks. Sprint notes that the required $10 premium data add-on is clearly and conspicuously disclosed in all relevant sales and marketing materials, and is directly confirmed with the consumer as part of the purchase process. Customers who do not want to pay the $10 premium data charge are always free to select from Sprint’s robust device line-up and enjoy a quality data experience.
Again, I sincerely appreciate the opportunity to address your concerns.
If you have any other questions you can contact me at (757) 555-5555. I am in the office Tuesday through Friday from 8:00 AM to 6:00 PM EST and Saturday 8:00 to 12:00 PM EST.
Thank you for your continued business and loyalty to Sprint. Have a great day!
Sincerely,
#######
(757) 555-5555
Sprint
Wait, what?! Sprint actually emailed Billy and told him that the Epic device "experience" is far and away better than any other 3G device in the MARKET, because it has a FASTER processor and a MASSIVE 4.0" display with dual cameras?
But, wait! Look at what they're saying! The Epic requires the $10 "premium data" fee because it's better than ANY OTHER 3G DEVICE IN THE MARKET. Even the phones made by the same manufacturer (Samsung) and the SAME brand - "Galaxy S".
Are they serious? Billy doesn't believe it, so he sends another email!
Dear Sprint,
1. Can you define "robust" in this terminology?
2. How will a user in a 3G area only be able to experience a "robust data experience"?
3. Does the $10 premium data add-on allow unlimited data, or does the service plan?
Sprint quickly churns out another auto-reply:
Dear Valued Customer,
Thank you for the email response. Sprint offers customers the best 3G network experience with the best price value, and where available, the speed experience of 4G. By describing the experience as robust, we believe that the Samsung Epic will provide a rich data experience whether in the 3G or 4G Sprint network. Its features and specs make it one of the best phones available on any 3G network and provide the added benefit of being one of the two devices to take advantage of the 4G speeds where available. The $10 premium data plan is for unlimited 3G or 4G data while on the Sprint network with the Samsung Epic.
I thoroughly understand your concerns and apologize for any misunderstandings surrounding the $10 premium data fee associated with the upcoming Samsung Epic device; however this fee will be applicable should you purchase the Epic device and can not be waived or discounted.
Should you have any other questions concerning your Sprint account, please feel free to contact me at (757) 555-5555. My office hours are Tuesday through Friday from 8:00 AM to 6:00 PM EST and Saturday from 8:00 AM to 12:00 PM EST.
Thank you for choosing Sprint. Enjoy the rest of your evening!
Sincerely,
#######
(757) 555-5555
Sprint
Well... here we are again. "By describing the experience as robust, we believe that the Samsung Epic will provide a rich data experience whether in the 3G or 4G Sprint network".
Or in other words; "By being vague, we believe you won't question our unclear answers."
The last sentence though in the first paragraph is what stands out. "The $10 premium data plan is for unlimited 3G or 4G data while on the Sprint network with the Samsung Epic." If this is true, then this is big. How can Sprint come out and state that their "UNLIMITED DATA" plans are NOT unlimited with all of the phones on that plan? They are stating that you need "Unlimited, plus a 'lil extra", kinda like when you were a kid and said "Infinity+1" to outrageously declare something.
Sprint, this isn't junior high! You can't ask someone to pay for "Infinity+1" when you're selling "Infinity" at a flat rate.
At the start of the article I mentioned how Sprint was "boasting" their 4G firsts; wouldn't it be great if they could only be first in other categories?
This charts and graph was extracted from a press release by J.D. Power and Associates (publisher) and the J.D. Power and Associates 2010 U.S. Wireless Customer Care Performance StudySM–Volume 2 was the source.
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