Out: Hesse

Sprint CEO Dan Hesse has left the building. He won’t be the last.

Hesse was appointed to lead Sprint in December 2007 after the catastrophic mess created when Sprint and Nextel merged. Now he’s gone because of his catastrophic failure to convince regulators a merger with T-Mobile USA made sense.

Brightstar Corporation CEO Marcelo Claure, appointed to Sprint’s board of directors by Softbank Mobile CEO Masayoshi Son earlier this year, is now in charge, and his commitment to save Sprint isn’t much different from what Hesse promised almost seven years earlier.

“The strategy is simple,” Mr. Claure said in an interview Monday. “We have to get back in the game.”

On a company-wide town hall call on Thursday, Claure outlined his three priorities: cut prices, improve the network, and decrease operational costs. Priority number one, price reductions, which have already started.

In: Claure

Claure blasted Sprint’s current pricing models, which he admitted were out of line considering how bad Sprint’s network is these days. He also trashed Sprint’s upgrade efforts, calling the “rip and replace” method of upgrading individual cell sites too slow, admitted social media networks were loaded with negative comments about Sprint’s performance, and that absolutely nobody understood the company’s most recent marketing attempt – a talking hamster selling Sprint’s Framily plan.

“We’re going to change our plans to make sure they are simple and attractive and make sure every customer in America thinks twice about signing up to a competitor,” he said. “When you have a great network, you don’t have to compete on price. When your network is behind, unfortunately you have to compete on value and price.”

Sprint’s network isn’t just behind, it’s downright prehistoric in places. Its 3G network borders on unusable in large cities, WiMAX is on life support, and Sprint’s 4G LTE network expansion is taking so long, by the time it is finished, LTE might be considered passé.  Hesse had avoided a more aggressive timetable to protect Sprint’s share price from the precipitous drop that would come from an upgrade spending spree.

Those days are over.

Claure warned the changes for Sprint would not just include price cuts and upgrades. It will also mean major job cuts, although Claure would not specify exactly how many Sprint employees were headed for the unemployment office. Unlimited data may also be headed for the door – Claure would not commit to retaining the unlimited use wireless data plans Sprint has been known for under Hesse’s leadership. Kansas City officials are also worried Sprint’s new executive team wants to move the company headquarters west, likely to California.

Masayoshi Son and Claure both agree that U.S. regulators were no fans of Sprint either — sending clear and unambiguous warnings that continued efforts to merge Sprint with T-Mobile USA were futile. So a proposed merger between the two companies is off. T-Mobile USA CEO John Legere wasted no time piling on, advising Sprint customers in tweets to #SprintLikeHell to another wireless carrier (preferably his).

Some predictable grumbling from Wall Street has also been heard over Claure’s plans to disrupt the comfortable profits earned by American wireless companies.

“Expect capital spending to rise,” says analyst firm Moffett Nathanson in a research note. “They will also have to cut their service prices, which are simply are too high relative to competitors.”

With a dramatic cut in prices, Sprint’s financials will look “ugly” in the coming quarters.

[flv]http://www.phillipdampier.com/video/Bloomberg Here is Why Sprint Stopped Talks With T-Mobile 8-6-14.flv[/flv]

Sprint ended talks to acquire T-Mobile US a person with knowledge of the matter said, as regulatory concerns outweighed the potential benefits of combining the third- and fourth-largest U.S. wireless carries. Bloomberg’s Alex Sherman reports on “Market Makers.” (4:07)

[flv]http://www.phillipdampier.com/video/Bloomberg Sprint Faces Tough Road Running Business 8-6-14.flv[/flv]

Craig Moffett, founder of MoffettNathanson LLC, talks about reports of Sprint Corp.’s decision to end talks to acquire T-Mobile US Inc. due to regulatory concerns. Moffett speaks with Tom Keene and Brendan Greeley on Bloomberg Television’s “Surveillance.” (3:25)

[flv]http://www.phillipdampier.com/video/Bloomberg Sprints Dropped T-Mobile Bid Adds Options Ergen 8-7-14.flv[/flv]

Dish Network Chairman Charlie Ergen said Sprint’s decision to drop its bid for T-Mobile US has opened up more options for his satellite-TV carrier as it looks for ways to expand into the wireless business. Alex Sherman reports on “In The Loop.” (4:01)

[flv]http://www.phillipdampier.com/video/Bloomberg Sprint CEO Right Man for Right Company 8-11-14.flv[/flv]

Patterson Advisory Group Chairman and CEO Jim Patterson and Bloomberg Intelligence Telecom Analyst John Butler discuss challenges facing Sprint’s new CEO Marcelo Claure. Patterson and Butler speak on “In The Loop.” (5:47)

[flv]http://www.phillipdampier.com/video/Bloomberg Is Sprints New CEO up to the Challenges He Faces 8-11-14.flv[/flv]

Bill Ho, principal analyst at 556 Ventures, and Bloomberg Intelligence’s John Butler discuss expectations for Sprint’s new Chief Executive Officer Marcello Claure and look at the challenges he faces as the head of the nation’s number three wireless company. They speak on “Market Makers.” (6:56)

The Frobinson Family

Sprint’s Framily Plan swims with the fishes starting this Friday.

Ex-CEO Dan Hesse’s latest (and last) attempt to get creative with a talking hamster selling cell service was a fantastic flop.

“There’s no longer going to be Framily as of this Friday,” incoming CEO Marcelo Claure said to employees, who oohed and applauded the forthcoming eviction of the eclectic Frobinson family.

Framily was the closest Sprint came to a desperate multi-level marketing scheme that turns customers into irritating recruiters hassling friends, family, and strangers to join their wireless plan for bigger discounts.

Framily began earlier this year offering four lines for $160 a month with 1GB of data each. Unlimited data was a $20 add-on.

T-Mobile’s John Legere mocked the plan from day one and more importantly obliterated its savings by undercutting it with T-Mobile’s Simple Choice plan ($100 a month for four lines and 2.5GB of data on a much faster network.)

Even worse, if you were convinced to sign up for Framily and another member of your “extended family tree” decided Sprint’s network disruptions and performance were no longer worth the trouble, every other family member’s bill increased when they defected — talk about an awkward moment with friends and family.

“It’s quite the confusing plan to sign up and more confusing when people drop off,” said Roger Entner, founder of Recon Analytics. He noted Sprint’s network disruptions from the extensive upgrade effort had sent some customers packing.

“If Sprint doesn’t work for them, your price goes up. So you get penalized for Sprint’s network,” Entner said.

Out with the Frobinson Framily, in with Sprint’s Family Share Pack.

Starting Friday, the Sprint Family Share Pack will offer considerably more data for that $160 a month. At that price, Family Share offers four lines and 20GB of data, compared to 10GB of data for the same price from AT&T or Verizon. Really big families will appreciate Sprint’s support for up to 10 lines on one account. Existing customers won’t appreciate the fact Sprint won’t offer existing customers any promotions or discounts.

A kick-off offer promises even lower prices if you don’t mind sharing data. For $100, a family of four can share 20GB of data and unlimited talk/text through the end of 2015. As an added bonus, customers will get an extra 2GB per line for up to 10 lines. (The $100 offer is available Aug. 22 – Sept. 30, 2014 only when customers switch to Sprint. It includes $15 a month in line access charges waived through 2015. Valid only on 20GB or higher data allowance plans.)

For example:

Sprint Family Share Pack – How it Works

Customers can build their own plan in three steps as shown below.  First, choose the data allowance. Second, add up to 10 lines of data access with unlimited talk and text while on the Sprint Network.  Third, include your tablet devices for $10 per month per line and mobile broadband devices for $20 per month per line. There is no early termination fee and no annual service contract with non-discounted phones.

Everyday pricing for competitors that have shared data plans:
Limited-time Promotion for Customers Switching to Sprint Family Share Pack

For a limited time, customers who bring their number and activate on the Sprint Family Share Pack can receive a Visa Prepaid Card up to $350 to compensate for early termination fees charged by their current carrier. This switching offer will be available at Sprint stores and Sprint Telesales.

With the limited-time promotion, Sprint is waiving the data access charge for handsets, tablets and mobile broadband devices on 20GB or higher data allowances for up to 10 lines. To qualify for the offer customers must switch their number from another carrier to Sprint.   All devices must be purchased through Sprint Easy Pay. Existing customers do not qualify.

If this is the best Sprint’s Marcelo Claure can do, Softbank needs to keep shopping for another CEO.

Claure’s decision to deep-six the appallingly stupid Framily Plan was a no-brainer. Sprint’s own customer service agents barely understood the multi-level marketing scheme it actually was, and I never saw much value in alienating friends and family by cajoling them to use the atrociously bad Sprint network. Neither did Sprint employees who loudly cheered its upcoming demise.

Even Claure trashed Sprint’s network performance and upgrade program as glacier-slow and highly disruptive to customers who find nearby cell sites here today, gone tomorrow, and maybe back again someday when network upgrades have been finished. Unlike AT&T or Verizon where a cell tower outage might cut a few bars of signal strength, when a Sprint cell tower drops, it’s roaming time. It is not uncommon for residents along Lake Ontario’s shorelines in the United States to find their phones preferring to roam on Canadian networks (especially Rogers) to avoid Sprint.

Claure’s commitment to cut prices while cruelly excluding your current customer base from getting any of those savings is a sure-fire way to accelerate their departure… mostly to T-Mobile. John Legere is waiting with open arms.

Sprint doesn’t need to just cut prices, it needs to butcher them, and fast. Sprint’s loyal customers have been promised a lot since the company unveiled its Network Vision upgrade plan during the French Revolution of 1789. The Bastille might still be standing today had Sprint slapped a working 4G LTE antenna on top of it. But alas, let them suffer with Sprint 3G, declared Dan Hesse, on a network so bad that throttled customers in heavy-use prison actually saw their speeds rise. Some customers in western New York simply turn Sprint 3G data off to save the battery.

When Sprint 4G LTE finally did arrive in western New York (illogically first in rural communities like the stiflingly-dull town of Dansville), many barely noticed because Sprint’s backhaul connection between the cell tower and Sprint’s data network often stayed the same — congested and slow.

Although T-Mobile’s coverage is not that different from Sprint, its network upgrades are.

T-Mobile CEO John Legere has confidently pushed Sprint around over its newest plan, but if it does start to eat into T-Mobile’s business, Legere will no doubt respond with some new plans of his own. For current Sprint customers, T-Mobile is definitely the upgrade Sprint has promised for at least five years, and should be considered at contract renewal time. But current Verizon and AT&T customers paying Cadillac pricing should not be expected to switch to Sprint after recalling dropped calls in a store, home or in an emergency on Sprint’s less robust network. They are very unlikely to change carriers no matter what shade of lipstick Sprint applies to its plans.

Claure has the right idea — slash prices and actually deliver on promises of a better network going forward, but those commitments deserve to apply to both existing and new customers. So far Claure has managed to inflict only superficial wounds. The price cuts must go much deeper to attract business from customers of the larger carriers willing to compromise for the right price and upgrades have to be real and delivered immediately.

Sprint still doesn’t understand it cannot charge Honda Accord prices on a Chevy Spark network. Until they do, T-Mobile is likely to continue taking them to school.

The French Revolution in wireless could be spreading across the United States if Paris-based Iliad is successful in its surprise $15 billion bid to acquire T-Mobile USA (right out from under Sprint and Japan-based Softbank). Wall Street hopes it isn’t true.

If you named one wireless carrier in the world guaranteed to provoke groans, sweat, and Excedrin headaches from powerful wireless industry executives living high on 40%+ annual margins, Iliad and its notorious Free Mobile would be the chief provocateur. Initially dismissed as an irrelevant upstart (much like T-Mobile itself) when it announced service on a less-robust network in 2012, as soon as Free Mobile announced its groundbreaking prices, panic was rife in the boardrooms and executive suites of competitors Orange, SFR and Bouygues Telecom, who couldn’t slash their own prices fast enough.

As one wireless executive in Paris put it, when Free Mobile launched, “the tsunami hit.”

In short order, Free Mobile has taken nearly five million of their competitors’ very profitable customers in France, mostly from its vicious price-cutting that results in rates half that of any other competitor.

Orange and other carriers promptly announced slashed shareholder dividend payouts and implemented cost-saving measures after being forced to cut pricing.

American wireless executives visiting Europe were aghast at the prices charged by the French upstart, suggesting they were reckless and would eliminate necessary investment in upgrades. Although France has been behind the United States in launching 4G service upgrades, French customer satisfaction with their wireless service is higher than in the U.S., and Free Mobile has the lowest customer loss (churn) rate of any carrier in France.

Iliad’s reputation as a nasty competitor is fine with self-made billionaire CEO Xavier Niel, who has become extremely wealthy selling cutting edge, yet affordable, telecommunications products without losing touch of his more modest roots. But he is reviled by most of his competitors for disrupting the comfortable wireless service business models his competitors have maintained for years. Niel has thrown marketing bombs into every sector of the French telecom market, ruthlessly cutting prices for customers while relying on in-house innovations to keep costs low.

[flv]http://www.phillipdampier.com/video/Euronews Telecoms turmoil in France 2012.mp4[/flv]

Euronews reported on the turmoil Iliad caused incumbent wireless carriers when it forced them to respond with major price-cuts to stay competitive. (0:44)

Free’s customer care center is run on Ubuntu-based, inexpensive notebook and desktop computers. Free’s wired broadband, television, and phone service is powered by set-top boxes and network devices custom-developed inside Iliad to keep costs down. Its creative spirit has been compared to Google, much to the chagrin of its “business by the book” competitors.

“It’s not done like this,” is a common refrain heard when Free Mobile announces more price cuts, an easing of usage caps, or completely free add-ons.

Today, a typical Free Mobile customer pays $26.75US a month for wireless service which includes:

• Unlimited calls to France and 100 other destinations, including the U.S., Canada, China, and all French overseas departments (eg. Guadeloupe, Tahiti, Mayotte, etc.);
• Unlimited SMS/text messages;
• Unlimited MMS messages to French numbers;
• 20GB of 4G access before the speed throttle kicks in;
• Unlimited free Wi-Fi on Free’s extensive Wi-Fi network.

A Free Mobile customer that also subscribes to Free’s wired broadband or television service gets an even bigger discount. Their monthly wireless bill for the same features? $21.40US a month.

Niel said the reason he has not brought the Free Mobile brand to the United States is because the wireless industry here is highly anti-competitive. The fact T-Mobile USA is now up for sale represents ‘the opportunity of a lifetime,’ a “one-time opportunity to enter the world’s-largest telecoms market,” a person familiar with the matter said prior to the announcement.

“The competitive landscape in the U.S. is a lot less aggressive than what we are used to in France,” added Niel. “There is enormous potential. It is almost too good to be true.”

A number of Wall Street analysts who prefer the current business model of high cost/high profits are keeping their fingers crossed the Iliad offer is just a pipe dream. Some, including analysts on Bloomberg TV, dismissed Niel as a former pornographer and suggested “for the guppies, it is whale season,” a reference to Iliad’s small size relative to T-Mobile USA.

“To say this is surprising is something of an understatement; it is one of the most bizarre bits of potential M&A we have ever witnessed in the sector,” said analysts from Espirito Santo in a note to investors.

[flv]http://www.phillipdampier.com/video/Bloomberg Who Is T-Mobiles New French Suitor 8-1-14.flv[/flv]

Some on Wall Street are mocking the deal as a guppy hoping to swallow a whale. T-Mobile is considerably larger than Iliad, says CNBC. “It’s preposterous. Who put them up to it?” (6:18)

“Iliad is about a third of the size of T-Mobile US, and we don’t think there would be synergies from the deal,” said Jonathan Chaplin, an analyst at New Street Research, in a note. “It would be tough to finance without Xavier Neil relinquishing control. Sprint and anyone else with synergies should be able to outbid them.”

Should Free Mobile enter the United States, its cutthroat pricing would make CEO John Legere’s “bad wireless boy” campaign to make T-Mobile the “uncarrier” quaint in comparison. Every wireless carrier in the U.S. could be forced to cut rates by one-third or more to stay competitive should Niel adopt a similar business model for Free Mobile in the U.S. market.

Some worry that Softbank’s bid to merge Sprint and T-Mobile together has just become even less likely with the possibility of a new player in the U.S. market, competing against three other carriers, not two as the Softbank deal proposes.

[flv]http://www.phillipdampier.com/video/CNBC Sprint Deal with T-Mobile Has Little Chance 8-1-14.flv[/flv]

CNBC spoke with Nik Stanojevic, equity analyst at Brewin Dolphin, who was surprised Iliad threw in a bid for T-Mobile, but believes Softbank/Sprint’s deal to acquire T-Mobile has very little chance getting by regulators. (2:40)