Cellco Partnership: Can You Hear Me Now? campaign
Kevin TeagueOVERVIEW
Cellco Partnership, which operated under the name Verizon Wireless, was the largest mobile-phone service provider in America during 2002. Rated best by consumers in customer satisfaction, Verizon was spending an estimated $1 billion every 90 days to improve service quality and to expand its coverage "footprint" (the term given to a mobile-phone reception area). Although its smaller competitors, such as Sprint PCS Group and Cingular Wireless LLC, began price wars using lower-priced calling plans, their footprints and sustained-call rates were lacking. Subscribers using Cingular were four times more likely...