Sprint is aiming its sights squarely on AT&T, Apple and the iPhone with a new print ad that says "Your iPhone contract is up. Perfect timing."
The ad copy boasts that the Palm Pre "does things the iPhone can't" (multitasking), that it's cheaper ($1,200 less over two years) and that Sprint is the "first and only" 4G network in the U.S.
I find it funny that Sprint chose to call out the iPhone by name in the ad. It's a sign of where Sprint fits in the smartphone pecking order: behind Apple.
Usually the market leader won't mention its competitors directly in advertising -- after all, why should they promote a competitor's brand? But Sprint decided to go for the jugular with the new ad.
If nothing else it confirms that the Pre launch was timed to take advantage of the expiration of millions of two-year contracts signed by people that purchased the original iPhone in June 2007
Does the ad smack of desparation or is it a smart move on Sprint's part to go after the lead dog?