SunCom Case Study

CLIENT:
SunCom Wireless

SERVICES:
Investor Relations

SunCom Wireless provides wireless communications services to more than 1 million voice and data customers in southeastern U.S. states and Puerto Rico. Founded as the first affiliate of AT&T Wireless, SunCom’s relationship with AT&T Wireless ended when AT&T Wireless was acquired by Cingular in 2004. The transition involved handing off customers to Cingular in Virginia while assuming new properties in North Carolina and Puerto Rico – causing customer confusion and unsettling the investor community.

SunCom used its 2004 annual report to quell concerns by showcasing SunCom’s new profile and enhanced growth potential to investors as an independent company, while demonstrating significant progress in managing through the transition. The report also showcased its popular new branding and marketing initiative that demonstrated SunCom’s customer focus and critical differentiation in the marketplace.