Earlier today, Sprint announced that they have a new strategy set in place for their prepaid brand, Virgin Mobile. Executives from the company spoke with analysts on how they are currently de-emphasizing Virgin Mobile to focus on Boost Mobile. To show how dedicated they are with this, the company has pulled out the new advertising campaigns of Virgin before the new strategy makes its debut.
While the execs were determined to focus on Boost, they did not say what their plans for Virgin was. They did, however, explain that the prepaid brand will not be aggressively advertised as opposed to the practices of competitors MetroPCS and Cricket. According to Sprint CEO Marcelo Claure, they want to to figure out where it is they want to fight and where they want to grow. And at this point, they want to retain customers that play a huge role in the company.
Some changes that the company want to make include relocating some cell towers and to also optimize small/macro cells as a network densification strategy. And to cut down the fees they pay to AT&T and Verizon for fiber carriage, the company is considering shifting to backhaul operations to microwave.
The CEO has reassured their customers and investors that the network improvement plan they have in place for Virgin will not be disruptive. The strategy is not aimed to be a rip-and-replace plan but rather to be a "progressive build" for the company to be better. With these changes, the CEO believes that they can reach the number one or two spot of the best performing networks within a span of two years.