New Sprint Business Brand Boldly Embraces a New Work Style

Multi-million dollar marketing campaign focuses on ‘as-a-service’ delivery to improve employee engagement

OVERLAND PARK, Kan. (BUSINESS WIRE), August 13, 2014 – How we work, the technology tools we use and the ways we collaborate with teams and co-workers are rapidly transforming in a workforce that will soon be dominated by Millennials. This group, which has grown up entirely in a hyperconnected and increasingly mobile world, will reshape the culture of companies large and small and drive the future of work.

The U.S. Bureau of Labor calculates that Millennials will make up more than half of the workforce by 2020.

Sprint (NYSE:S, news, filings) helps businesses adapt more quickly to this changing environment, and take full advantage of their potential, with a new business brand and multi-million dollar marketing campaign which focuses on how technology empowers employees. It’s based on the simple idea that the best companies are the ones with the most engaged people. Remove the obstacles to their success and they’ll drive yours.

This new brand is distinct from its consumer segment and incorporates all of Sprint’s business products and services. The campaign is designed to help businesses of all sizes understand and harness advanced collaboration and mobility tools in order to keep their employees engaged, productive and working better together so the business can grow faster.

“Companies have been investing in all kinds of technology; but the way we see it, people are the core asset to any business. Which means the role of all that technology is to make sure your people are more engaged when they work – to make sure they enjoy their work,” said Jeff Hallock, chief marketing officer – Sprint. “Only then can they help you rise to the crucial challenges of change, complexity and competition.”

As part of the new Sprint Business brand, Sprint has revamped its website, www.sprint.com/business, filling it with new ideas and executive thought leadership via a new blog, www.sprint.com/futureofwork. The site is also loaded with valuable information on business solutions such as:

• Collaboration tools to effectively tie together dispersed workers and teams, promoting teamwork.
• Mobile security and management tools to minimize risk and empower road warriors who no longer work at traditional desks day in and day out.
• Fleet and asset management tools that help keep a bird’s-eye view on a business’ assets in the field.
• Mobile workforce management, bringing all the advantages of the office to field sales and service workers.
• Enabling solutions that help businesses build and manage flexible, scalable, cloud-aware networks.

The integrated marketing campaign is underway and includes highly targeted TV, top national print and digital custom content and advertising with social extensions. It builds on the tagline of For companies with people in them^TM — reflecting Sprint’s focus on a new economy in which business resources aren’t physical, but human. An economy where forward-thinking companies understand the importance of engaging their employees through new technologies. A badge, Collaborate. Mobilize. Accelerate. Work this way^TM announcing the new work style that Sprint is evangelizing and embracing with its brand is also included in several of the advertising elements.

The new business brand positioning was developed with Velocity Partners, a London-based B2B marketing agency that specializes in working with technology-driven firms, mainly in the US. “Sprint is pioneering ‘as-a-service’ delivery of apps and technologies and it’s a privilege to help them tell this story,” said Stan Woods, managing director – Velocity Partners.

“There is a massive opportunity ahead and employees hold the key to unlocking the potential of your business,” said Hallock. “Sprint will deliver the technology and support businesses need to seize that opportunity. All the changes we’ve made are about the future of work. And the future of work is engaged people.”

About Sprint Business

Sprint Business provides a range of simple, flexible services that help workforces to collaborate, mobilize and accelerate. As work changes, the winners will be the businesses that remove obstacles to best empower their employees to drive business success. Our solutions are designed specifically to help our customers’ people work better together, be more engaged and enjoy their jobs more. To learn more, visit www.sprint.com/business or join the conversation at www.sprint.com/futureofwork.

About Sprint:

Sprint (NYSE: S) is a communications services company that creates more and better ways to connect its customers to the things they care about most. Sprint served more than 54 million customers as of June 30, 2014 and is widely recognized for developing, engineering and deploying innovative technologies, including the first wireless 4G service from a national carrier in the United States; leading no-contract brands including Virgin Mobile USA, Boost Mobile, and Assurance Wireless; instant national and international push-to-talk capabilities; and a global Tier 1 Internet backbone. The American Customer Satisfaction Index rated Sprint as the most improved U.S. company in customer satisfaction, across all 43 industries, over the last six years. Sprint has been named to the Dow Jones Sustainability Index (DJSI) North America in 2011, 2012 and 2013. You can learn more and visit Sprint at www.sprint.com or www.facebook.com/sprint and www.twitter.com/sprint.

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