Sprint (US)

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Sprint is now the #4 national wireless service in the US behind Verizon, AT&T and T-Mobile and a leading provider of long-distance fixed line services. It was formed in 2005 from the merger of what were previously two separate but competing companies, Sprint and Nextel. The group also operates prepaid services Boost and Virgin Mobile. Sprint's local fixed line services in selected states were spun off to shareholders in 2006 as Embarq (now CenturyLink), but it still has a long distance wireline division. Despite initial hopes that the 2005 merger would allow the enlarged business to compete more effectively with its main competitors, Sprint Nextel's performance steadily declined over the next couple of years as customers jumped ship to other suppliers. There was finally a glimmer of light at the end of the tunnel in 2011 as the rate of loss, especially among valuable contract customers, slowed, allowing the group to report its first operating profits after years of deficit. The following year, Japanese mobile company Softbank made a surprise bid to acquire control of the business for $22bn. Additional potential mergers have been discussed since then, including one with T-Mobile USA, but none has materialised.

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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. Subscribers may access the following website links:

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Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 2nd Nov 2017: After months of negotiation, merger talks between US mobile carriers Sprint and T-Mobile USA were abandoned yet again, for the second time in three years. Sprint's controlling shareholder, Japanese telecoms investor Softbank, pulled the plug over fears that it would have to give up too much control to T-Mobile's parent company Deutsche Telekom. Sprint's market value has fallen to $25bn, less than half T-Mobile USA. Instead, both companies will continue to go it alone in the shadow of twin giants AT&T and Verizon. T-Mobile is better positioned to thrive than its beleaguered competitor, which continues to lose postpaid subscribers and bleed red ink on its bottom line. Most analysts feel that Sprint will have to accept some form of deal sooner rather than later, if not with T-Mobile, then with a cable company.

Adbrands Weekly Update 3rd Aug 2017: Weeks of exclusive talks between US telecoms company Sprint and Charter Communications came to an embarrassing roadblock after the former's controlling shareholder, Japanese tycoon Masayoshi Son, proposed a merger of the two companies that would create a huge force in cable and mobile communications worth in excess of $160bn. That offer was disclosed to the media on Friday last week. No thanks, said Charter on Sunday. The US also spurned Sprint as its mobile partner, saying it would press ahead with the launch of its MVNO mobile service through Verizon. Undeterred, Sprint said it was still considering making a formal offer to shareholders of either Charter or T-Mobile.

Adbrands Weekly Update 29th Jun 2017: In a development that was first anticipated last month, US cable leaders Comcast and Charter have opened exclusive joint negotiations with the country's 4th largest mobile provider Sprint. Under discussion is some form of arrangement whereby the two cable companies could swap existing MVNO arrangements with Verizon for more favourable terms from Sprint, possibly in exchange for an equity involvement, or even a joint takeover of the business. According to reports, Charter's controlling shareholder John Malone favours the acquisition of Sprint, but has yet to convince Comcast CEO Brian Roberts. Sprint, owned by Japanese company Softbank, has a current value of around $32bn, and the same amount again in debt. Separately, it has been pursuing talks with rival T-Mobile over a possible merger. Those negotiations have been put on pause for the time being, pending a deal with Comcast and Charter.

Adbrands Weekly Update 26th Jan 2017: US telecoms group Sprint acquired a 33% stake in struggling music streaming service Tidal from rapper and entrepreneur Jay Z. No price tag was disclosed, but inside reports said the amount was around $200m, valuing Tidal at $600m, more than ten times what Jay Z paid to buy the business just two years ago. Despite a roll-call of other star supporters from Jay Z's social circle - Beyonce and Madonna, among others, own shares in the business - Tidal has struggled to gain ground against rivals. It has around 3m paying customers currently, compared to 20m for Apple and 40m for Spotify. However, Sprint has agreed to promote Tidal to all of its 45m pre- and post-paid customers, and will also offer exclusive content not available elsewhere.

Adbrands Weekly Update 21st Jul 2016: Japanese technology giant SoftBank, owner of US mobile company Sprint as well Japan's own SoftBank mobile and the Yahoo Japan search engine, agreed to acquire UK chip designer ARM Holdings for a whopping £24.3bn. That's more than 24 times ARM's revenues last year of £968m, and a 42% premium over its undisturbed share price. If completed, it will be the largest ever acquisition of a European technology firm. ARM doesn't actually manufacture processors, but its low-voltage designs are used in almost all smartphones, as well as in emerging "Internet of Things" devices. SoftBank's CEO Mayasoshi Son has vowed to maintain ARM's UK base, and will double the company's employees. He said that all negotiations and due diligence for the deal were completed in the space of just two weeks, though Brexit had no direct influence on the decision to acquire. However the sale is considered politically sensitive - ARM is the UK's most valuable technology company by far - and some voices have been pressing new Prime Minister Theresa May to intervene. That looks unlikely, but another offer may emerge from one or other of the two companies with the most to gain from owning ARM, chipmakers Samsung or Intel.


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Background

Free for all users | see full profile for current activities: Although the Sprint brand did not come to prominence until the 1970s, the company is actually one of the oldest of America's non-Bell telephone companies. It was founded in Kansas in 1899 by Cleyson Brown as The Brown Telephone Company. In the early years of the 20th century it became known first as United Telephone & Electric, then United Utilities after diversifying into nuclear power and cable TV, and finally United Telecommunications. Meanwhile, during the 1960s, railroad company Southern Pacific began turning its railway telegraph system into a long-distance telecoms service. This was spun off in 1970 as Southern Pacific Railroad Internal Telecommunications, or SPRInT for short. 

The long-distance market opened up significantly following the break-up of Bell (see AT&T), and Sprint was acquired in 1983 by GTE, which then sold it on in several instalments during the 1980s to United. The group also began building the country's first wholly digital, national fibre-optic network which delivered significantly superior line quality, completed in 1987. United changed its name to Sprint Corporation in 1992. The following year, the company joined forces with Deutsche Telekom and France Telecom to create international telecoms provider Global One. The Europeans each acquired a 10% stake in Sprint in 1996, before falling out with each other over DT's attempted takeover of Telecom Italia. In 1993, Sprint merged with local rural provider Centel to establish a presence all three sectors of long-distance, local and wireless telecoms. The creation of a joint venture three years later with cable companies TCI, Comcast and Cox Communications gave the Sprint PCS wireless service a near-national footprint for the first time. 

In the mean time, the relationship between the three partners in Global One had continued to deteriorate and in 2000, France Telecom took full control of that business. The same year, Sprint was targeted by rapacious dealmaker MCI Worldcom. Fending off rival bidder BellSouth, the partners agreed a massive $130bn merger, but it was blocked by regulators (in what was later to prove a lucky break for Sprint's shareholders). Despite its size, Sprint PCS was still regarded as one the country's weakest mobile operators, with a reputation for poor service. However newly appointed CEO Gary Forsee began turning performance around in 2003, with a series of initiatives, not least the partnership with Virgin. Rapid consolidation within the industry encouraged Sprint to enlarge its own presence, and the merger with Nextel was agreed at the end of 2004.

A much younger corporation, Nextel was founded in the late 1980s as Fleet Call by entrepreneur Morgan O'Brien. It rebranded as Nextel in 1993 and quickly established its own national cellular service by acquiring several smaller operators, as well as Motorola's wireless network in the US. This provided a sound platform for the launch in 1996 of a high quality digital network based on Motorola's iDEN technology. As well as cellular communication this gave users text and numeric paging as well as a walkie-talkie "push to talk" service, Nextel Direct Connect, which proved extremely popular with American users.

The merger of Sprint and Nextel appeared to offer significant benefits to both companies, but came with several problems as well. Not least of these was the technological challenges inherent in merging two wholly incompatible networks without alienating existing customers, especially of Nextel's popular push-to-talk service. The group was also forced to spend considerable amounts of cash to buy out various affiliate resellers around the US. It seemed at first that the advantages probably outweighed the disadvantages, provided the enlarged company could maintain Nextel's reputation for entrepreneurial and innovative services, as well as its high profit margins. That promise began to dissipate during 2006 after a sharp slowdown in subscriber growth. The merged company reported a loss of subscribers in four out of five quarters between mid 2006 and 2007. There were also reports of continuing friction within the company between rival factions from the two still separate Sprint and Nextel divisions, as well as between group directors drawn from each camp.

Chairman & CEO Gary Forsee resigned in October 2007 as a result of pressure from shareholders over the company's declining market share. Dan Hesse was eventually named as his replacement in December. Three other senior officers left the company in early 2008, including CFO Paul Saleh - who had been interim CEO until Hesse's appointment - and the chief marketing officer. See full profile for current activities


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