The CCA Voice - Fall/Winter 2015 - (Page 23)

tHeMe: coNNectiNG WitH tHe cUstoMer By: Justin (Judd) hinkle, CEO, Cellular One a rmed with volumes of sophisticated market research and backed by huge media budgets, the big carriers churn out an endless array of slick ads, catchy commercials, and splashy new campaigns. As consumers, we are constantly inundated with the next best thing. Is it even possible for a regional carrier with only a small fraction of a big carrier's marketing budget to compete with these big players? Northern Arizona-based carrier Cellular One answers with a resounding "Yes!" As a regional carrier whose footprint includes the Four Corners area of the country - much of which remains rural and remote - and who covers the Navajo Nation, Hopi, Zuni, and White Mountain Apache Reservations, including small- to medium-size communities near or off the Reservations, we've learned that the key to connecting with the customer is to use a highly targeted, segmented approach. It's this philosophy that enables us to retain hard-to-reach customers and legitimately compete with the big guys. In fact, we believe it is our position as a regional carrier that gives us a true competitive advantage. Cellular One serves a highly tech-challenged footprint - one that covers vast stretches of tribal land and includes two of the poorest counties in the U.S. Before Cellular One arrived on the scene just over 20 years ago, a large percentage of our customers did not have access to a telephone of any kind to connect them with friends, neighbors, healthcare providers, regional carrier cellular one competes with the National Players by Taking a customer-centric approach employers, etc. To say we've changed all that is an understatement. As a result of Cellular One's recent network-wide upgrade and expansion, more customers in these areas can talk, text, and access data from their devices any time, anywhere. But our work is far from over, and we remain committed to providing wireless service to the most remote areas in our footprint. We remain uniquely positioned to help our customers play digital catch up because we are intimately familiar with their history, the challenges they've faced, and how far they've come in a remarkably short time span. We've proven that we're invested in their success and have earned their trust. Therefore, we are better positioned than the big guys to deliver products and services targeted to their evolving needs. With an increasingly savvy customer base, we've always looked for new ways to satisfy our customers' evolving needs. Hence, the birth of Cellular One's FLEXPLUS brand in October 2014. Conceived as an energetic new mobile product brand powered by Cellular One, FLEXPLUS is all about delivering unprecedented flexibility. We know that long-term contracts with locked-in terms are simply not viable for our customer base. FLEXPLUS requires no contract but gives customers unlimited nationwide talk, text, and data access on a combination of two networks - Cellular One's (regionally based) and T-Mobile's (nationwide). We've made FLEXPLUS simple and affordable while building in the flexibility that we know our customers value and need. For a nominal monthly The fee, customers can go where they want, use as much data as they wish, upgrade their device when they want, and enjoy nationwide coverage. Essentially, we've created a VIP package tailored to our Four Corner customers that the national players simply can't compete with. The FLEXPLUS brand is no anomaly. In the past year, Cellular One has launched multiple brands and divisions designed to cater to the needs of the diverse demographics within our footprint. For example, our cheeky Naked Mobile brand was launched to deliver flexibility and value to customers within the Farmington and Gallup, New Mexico markets. Our hip, Cloud-focused Business Solutions division was recently launched to address the business technology needs of the White Mountain business community. In essence, by creating new divisions, brands, and campaigns that fulfill diverse needs throughout our footprint, Cellular One has proactively addressed voids that the big carriers have largely ignored. And being local gives us an edge. People like knowing we're here with them. These multiple brand offerings exemplify how we strive to understand and connect with our customers. As their needs continue to evolve and change, so, too, will Cellular One's multiple product offerings. Cellular One is a leading provider of wireless communications services committed to providing the most reliable service to its customers in rural Arizona, New Mexico, and Utah. For more information, visit,, or Voice * * Fall/Winter 2015 23

Table of Contents for the Digital Edition of The CCA Voice - Fall/Winter 2015

Board of Directors/Staff
Chairman’s Letter by Jonathan Foxman
A Message from the President & CEO by Steven K. Berry
CCA’s 2015 Excellence in Marketing Award Winners
Number Portability in a Mobile World
Mobile Broadband Brings Life-Changing Health Care Benefits to Consumers
WiFi: Keeping Consumers Connected to the Network, to Each Other, and to Your Brand
Spreading the Reach and Range of LTE
It’s a Mobile Life
Regional Carrier Cellular One Competes with the National Players by Taking a Customer-Centric Approach
5G – The Quest for a Wireless Utopia
Connectivity Leads to Smarter Water Management
Connecting with the Customer through POS/Retail Management Systems
Connecting the Mobile Customer through Innovative Roaming Hub Solutions
Building IoT for the Agile Operator
Wireless Hitting a Home Run at the Ballpark
A New Wave in Wireless: Innovative Strategies to Connect the Last Mile
Using LTE Small Cells to Improve the User Experience
What’s Trending in Customer Communications?
Nurturing Customer Connections in a Mobile World
How Multiple Phone Line Management Services Improve the Customer Experience
How Do Small Cells Fit into Wireless Networks?
Connecting with Customers Outside the Cloud
Whether Mobile or Fixed, Emerging or Established Markets, the Holy Grail of Innovation is Service Personalization
New LTE Service Delivery Approach for Rural Carriers
Index of Advertisers
Congressional Spotlight: Congressman Mike Doyle (D-PA-14)

The CCA Voice - Fall/Winter 2015