How a Sprint Phone Is Born
Branding is a part of the decision process that Sprint pays special attention to. Dan Hesse, Sprint CEO, told Phone Scoop that every company wants to associate itself with strong brands. This played a role, for example, in Sprint's decision to offer Apple's iPhone. The iPhone and Apple both have strong reputations in the market, and Hesse knew that Sprint would benefit by associating Apple and the iPhone with Sprint.
The global nature of recent products, however, has had a huge impact on this part of Sprint's decision-making process. For example, with the HTC One Series. Sprint was impressed by the One Series and wanted to offer its own. However, it spent hundreds of millions of dollars investing in and building the EVO brand, starting with the EVO 4G in June 2010 and a half-dozen others in the following years.
AD article continues below...
Sprint wanted a new, iconic EVO device, but it also wanted HTC's One X. In order to serve its purposes and reap the benefits of its EVO investment, Sprint chose to rebrand the HTC One X as the EVO 4G LTE. It also asked HTC to make design modifications to differentiate it more from the devices offered by its competitors.
"Branding is important to people," explained Sprint VP David Owens. "Even if something is the same, the affiliation with Sprint and HTC with the EVO brand is important for us and our customers. Every time we look at a global product like that, we have to ask these same types of questions."
When faced with the Samsung Galaxy S III, however, Sprint knew it had to take a different approach. Samsung pushed for the global status of the device and didn't want to differentiate the hardware for individual carriers. Sprint admits that with devices such as the Galaxy S III and iPhone 4/4S, it has to play ball with its hardware partners.
T-Mobile and Sprint Agree to Merge and Unite Under T-Mobile Brand and Leadership
Apr 29, 2018
T-Mobile and Sprint today announced plans to merge in an all-stock deal that will create a "New T-Mobile" worth $146 billion. The new company's combined radio spectrum assets will allow it to accelerate deployment of 5G technology.
S. Korean Authorities to Arrest Samsung Heir On Bribery Charges
Jan 16, 2017
Prosecutors in South Korea plan to arrest Lee Jae-yong, the heir to Samsung's massive array of businesses. The special prosecutor's office is recommending Lee be charged with bribery, embezzlement and perjury, though the warrant must be approved by a Korean court before it can be served.
Sprint Cuts 2,500 Jobs to Reign In Expenses
Jan 26, 2016
Sprint has trimmed some 2,500 employees at various job sites, said the company. The cuts were primarily made at its Kansas headquarters and six customer care centers.
Razer Fires Off Gaming-Focused Razer Phone
Nov 1, 2017
Razer today announced the Razer Phone, its first smartphone, with a focus on mobile gaming. The company bought NextBit, maker of the Robin phone, earlier this year and the Razer Phone was born from projects started at NextBit before the acquisition.
Intel Targeting 2019 5G Launch in Phones and PCs
Feb 22, 2018
Intel today announced a range of efforts in the 5G space, including its timeline for bringing new Intel-powered 5G devices to market. The company says it has been developing 5G technology for some now, including virtualized network functionality and software defined networks.