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Relying on Instinct: Sprint hits back with touch.
Publication: RCR Wireless News Publication Date: 30-JUN-08 |
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COPYRIGHT 2008 Crain Communications, Inc.
Byline: PHIL CARSON
Sprint Nextel Corp. has launched an expensive, frontal assault on rivals in a bid for a hit handset that will resuscitate its fortunes.
While it remains early in the game the Instinct handset has been on the market for 11 days the carrier already claims record sales for the device by Samsung Electronics Co. Ltd.
Not only is Sprint spending $100 million to market the Instinct, it has chosen the tactic of making side-by-side comparisons with AT&T Mobility and Apple Inc.'s device in prominent video pitches on its Web site, among other outreach methods.
Sprint's pugilism extends to price, near and dear to consumers' hearts. Once slated to retail at about $200, Sprint aggressively chopped that to $130 (with a two-year contract and a $100 mail-in rebate) after Apple and AT&T Mobility...
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