Sprint CEO: Google and Oprah Get It

Sprint’s (S) chief executive said Wednesday that the embattled carrier is making “slow and steady” improvements as it attempts to add subscribers.

“It has been an interesting two years,” the CEO, Dan Hesse, said at the final keynote session of UBS’s investors conference. Sprint, which has seen big subscriber losses in recent quarters, has been struggling with both economic and competitive pressures, he said.

Customer service is one key area that Sprint has focused on. “I think we’ve made a lot of improvements, but slow and steady,” he said. “Quarter after quarter, we’re making slow improvement.”

Marketing is another priority for Sprint, Mr. Hesse said, and he credited rival carrier Verizon Wireless (VZ) for its strong brand. “Customers are conditioned to think if it’s from Verizon, that it’s good,” he said. “We have to do the same thing.”

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