“Half Is More”: Cricket Slams AT&T and Verizon

Cricket Communications Inc. has unveiled their new “Half is More” advertising campaign targeting AT&T (NYSE:T) and Verizon (NYSE:VZ) customers who want a better deal on unlimited phone service than the wireless giants can offer.

Prepaid wireless provider Cricket, which is a subsidiary of Leap Wireless (NASDAQ:LEAP), has recently added the Samsung Galaxy S4 to its already impressive line-up of smartphones including Apple’s iPhone 5. Cricket believes people are simply paying too much for wireless service on the bigger networks.

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Tyler Wallis, senior vice president of product and marketing at Cricket Communications, said in a statement, “Most wireless customers have been misled to believe the only way to get the phones and plans they need is to give up control and overpay the likes of AT&T and Verizon. Cricket is challenging consumers and asking the question that if you can pay only half and get the same thing, why wouldn’t you?”

Cricket believes enough in their wireless deal to launch an expansive and aggressive media campaign that will include Facebook (NASDAQ:FB), Twitter (#WhatsYourMore), online videos, and cinema advertisements. Television commercials will begin airing June 3, just a few days before the company begins selling the Galaxy S4.

Cricket’s website compares its $45 a month unlimited plan with similar options from AT&T and Verizon, which cost $120 and $90 a month respectively. Wallis said that Cricket is responding to frustration from wireless customers on the bigger networks, thus the bold move to challenge the post-pay wireless behemoths.

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Wallis said Cricket, “will continue to challenge the status quo with AT&T and Verizon,” and added what he thinks Cricket customers could do with the money saved by switching to the pre-pay provider, “Maybe they can put more in the bank. Maybe they can send their kids to camp. Maybe they can buy the furniture in that house.”

Cricket could face challenges regarding 4G LTE network growth and overall network speed in comparison to Verizon and AT&T, but is still confident enough in its services that it’s willing to throw all its weight and a considerable amount of money towards the “Half is More” ad campaign. The question of how AT&T and Verizon will respond remains.

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