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Sprint Ad Campaign Attacks AT&T Wireless

Posted on: Tuesday, 15 July 2003, 06:00 CDT

NEW YORK (AP) - In a possible preview of more aggressive competition in the mobile phone market, Sprint Corp.'s wireless division began an advertising campaign Tuesday aimed solely at AT&T Wireless Services Inc.

The ads, running in national newspapers and due to be followed with TV spots, claim that while "lots of businesses think AT&T Wireless is the obvious choice," Sprint offers a wider coverage area, clearer calls and faster data transfers to phones and laptops.

"We believe corporations ought to be thinking more about Sprint as the innovative player and not just thinking about the older brand," said Sprint PCS chief Len Lauer.

Although the wireless industry is hyper-competitive, direct attack ads have been virtually nonexistent. Most providers have been trying to woo customers with lower prices, flashy new phones or packages of communications services.

More of a free-for-all could result from the federal requirement, expected to take effect Nov. 24, that mobile carriers let customers keep their phone numbers when they change wireless providers.

Sprint executives said their campaign was not prompted by the numbering rule. But they acknowledged it will present an opportunity to lure businesses that have been reluctant to hassle with changing employees' phone numbers.

AT&T Wireless spokesman Mark Siegel said his company, a spinoff of AT&T Corp., was unfazed.

"We are actually grateful that Sprint has done this," he said, "because it shows that they recognize what business users have known for some time, that AT&T Wireless is the clear leader."

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