Sprint PCS

Sprint PCS Group operates a 100 percent digital PCS wireless network in the United States, using a single frequency and a single technology. The company is a subsidiary of Sprint Corporation, comprises Sprint Corporations' wireless PCS operations. The PCS Group serves the entire United States population, including Puerto Rico and the United States Virgin Islands. The PCS Group also includes Sprint Corporation's investment in Pegaso Telecomunicaciones, S.A. de C.V. (Pegaso), a wireless PCS operation in Mexico.

The Company provides nationwide service through operating its own digital network in major United States metropolitan areas; affiliating with other companies, mainly in and around smaller United States metropolitan areas; roaming on other providers' analog cellular networks using dual-band/dual-mode handsets; and roaming on other providers' digital PCS networks that use code division multiple access (CDMA). At year-end 2000, the PCS Group, together with affiliates, operated PCS systems in over 300 metropolitan markets, including the 50 largest United States metropolitan areas. The service offered by the PCS Group and its affiliates reaches more than 220 million people (Hoover's Online).

2. Major Market Segments/Products Offered

The company appears to have targeted the following segments of the market.

* Partnerships with major companies such as Microsoft

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ted for a very specific point. The 3. Major Competitors Competing in roughly the same field, and targeting roughly the same markets are: AT&T Wireless Group; Centennial Communications; Cingular Wireless; Dobson Communications; Nextel; Nextel Partners; Powertel; TeleCorp PCS;Triton PCS Holdings; United States Cellular; Verizon Wireless; VoiceStream; Wireless Corporation. 4. Consumer Behavior There is no such thing as a "typical" cell phone consumer, according to the assistant marketing director for Sprint. The consumer comes to us with a great deal of confusion. And frustration. He or she wants to buy a cell phone, but doesn't know where to start. That's why we structure all of our sales pitches in a certain way (Sherrer, 2001). According to the advice she gave in a phone interview, the most important part of consumer behavior is to know what services the customer needs or wants. "If a salesperson asks the customers if they want voice dial, short message service, cost control, uplinks, they probably won't know what they are" (Sherrer, 2001). That is the reason that the company has created strong interactive ways on the web site to both learn about features and choose among them. The table above from the web si

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