Strategic Focus

We have designed our business model to support unlimited usage. Our cost structure allows us to produce minutes for nearly 50 percent less than the industry average, while generating nearly equivalent operating margins. Our Cricket Wireless customers talk almost 1,500 minutes per month on average, nearly double the industry average, and those who use text messaging send and receive more than 1,100 text messages per month, three times the industry norm.

As a result, we have become a communications lifeline for our customers. More than 65 percent use Cricket as their only phone, compared to the wireless industry average of 15 percent, and more than 90 percent of them use Cricket as their primary phone. For our customers, Cricket service is not a convenience or a luxury – it is an expression of who they are. We believe customers will tend to hold onto their Cricket service in the current economy, even if they have to cut other costs to do it, including dropping their landline phone service.