Sprint has been moving into more specialized mobile content in recent years, such as the Sprint NBA Mobile offering designed to bring playoffs action direct to fans’ smartphones. Now Reuters reports that Sprint has another plan to please mobile customers: “a new mobile advertising policy to reassure customers that they have control over whether or not they receive ads on their cell phone.”
When announcing the update to its mobile ad policy on Tuesday at an annual wireless showcase, Sprint Nextel CEO Dan Hesse pointed out that consumers don’t really have a whole lot of trust for mobile operators. “Even cable and oil industries rate higher with consumers than we do,” Hesse stated. “It’s very troubling.”
Also troubling for Hesse personally is that he is taking a $3.25 million cut to his paycheck in order to appease shareholders, who are upset that he’s been reelected to the board and concerns that the company may have overpaid Apple for the rights to sell the iPhone.
“I do not want … to penalize Sprint employees for the company’s investment with Apple, so I will forego this adjustment to my compensation,” Hesse, who still has $12.35 million in salary, bonuses and stock-based compensation, said in a letter to shareholders on Friday, according to CNN.com.