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Sprint CEO Returns In Ads Highlighting Unlimited Data
Company Appears Dedicated To Unlimited Option -- For Now
by Karl Bode 04:30PM Monday Mar 14 2011
Last year Sprint canned a series of black and white ads featuring company CEO Dan Hesse out of a fear (according to Hesse) that consumers would "get tired of seeing that guy." The company has apparently changed their mind, and Sprint is running a series of new advertisements featuring Hesse that take aim at the wireless industry's traditionally distorted use of the word "unlimited." While Sprint does cap mobile laptop users at 5GB a month, they've stuck to unlimited data for smartphones in an age where many companies are very hungry to follow AT&T's lead and impose lower caps and higher overages. The new ads feature Hesse strolling in front of the NYC skyline, recalling time recently spent with a dictionary:
The other day, I looked up 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 -- why limit yourself?
Granted the company doesn't remind users that earlier this year they started charging all smartphone users a $10 "because we can" fee if users wanted to access Sprint's WiMax and not just EVDO, the additional $10 on top of the existing data plan certainly helping to preserve the unlimited option. Hesse has previously stated that unlimited is an appealing option to users who appreciate simplicity, though he hasn't ruled out shifting away from unlimited smartphone data eventually. While Verizon is still currently offering unlimited smartphone data, it's something they've hinted could eventually go away, probably when the company unveils new LTE smartphone pricing this summer.

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