Cricket Wireless was just one of the many wireless mobile carriers at CES this year, but they’re on a mission to become the wireless carrier of choice.
A pre-paid phone service, Cricket considers its competition not just other pre-paid carriers, but post-paid/contract service, as well. “We’re finding that many customers don’t distinguish between pre-paid and post-paid service,” says Tiffany Baehman, VP and CMO of Cricket Wireless. “We’ve also found that customers who wouldn’t ordinarily choose a pre-paid carrier are considering it. I’m talking about people who can afford to choose any phone service they want. It’s not just about what’s cheaper in dollars and cents anymore, it’s about where you can get the most value for your money.”
This may be, in part, because of the company’s marketing strategy: simpler, smarter, better. Cricket prides itself on being a simple, more straightforward wireless choice than other carriers. There’s no fine print or stipulations for the customer. It believes it’s the smarter choice because it puts value and service above cost. And the company believes it’s the better choice because it has the largest 4G LTE footprint—bigger than Metro PCS, T-Mobile or Sprint.
Cricket is also working hard to reach every segment of the consumer market, strategically partnering with various brands to increase its reach. Take their partnerships with WWE and its ESPN Bucket List Challenge with Jalen Rose. “Sports has a very broad appeal. There are sports lovers in all demographic categories. So our focus is how to introduce the brand to as broad a market as possible,” explains Baehman.
That desire to have such a broad appeal, is evident in the Cricket characters. They’ve diverse in color, shape, even texture, and represent everyone everywhere. And you just thought it was cool animation.
The company is also aggressively upping the ante when it comes to competing with other phone carriers. Last year, it introduced the Alcatel Idol 4 with VR kit for $200. (Check it out in A Global Lifestyle’s Holiday Guide!) It was the first time a prepaid carrier bundled a handset with a VR device and it was aggressively priced. Cricket is currently working with some other handset manufacturers on some other creative options.
“Cricket is a happy brand, we’re something to smile about. We want the brand to be positive and friendly, tansparent,” says Baehman. And so far, it looks like it’s working.
Be on the lookout for more creative value from Cricket in the near future!
