Monday, June 25, 2012

U.S. Cellular Changes its Chief Strategy Leadership

United States Cellular, which serves about 5.8 million mobile customers, announced the departure of its chief strategy and brand officer, Alan D. Ferber, and the elimination of this position. The company created three new leadership positions to increase its focus on long-term strategy, marketing and brand communications and expanded distribution channels.

David Kimbell, currently vice president, marketing, will assume the new role of senior vice president, marketing and chief marketing officer and will report directly to Mary Dillon, the company's CEO. The new position of vice president, business strategy will report to Steven T. Campbell, executive vice president, finance, chief financial officer and treasurer. The new position of vice president, multi-channel strategy and operations will report to Carter S. Elenz, executive vice president, sales and customer service.

"The pace of change in the wireless industry continues to accelerate. These new leadership positions will provide role clarity, simplify decision making and will enable us to respond more quickly to changing industry dynamics," said Mary N. Dillon, president and CEO.

  • In Q1 2012, U.S. Cellular reported a net loss of 34,000 retail customers, reflecting loss of 38,000 postpaid customers and gain of 4,000 prepaid customers. Postpaid customers comprised 94 percent of retail customers. The company had 7,875 cell sites in service, and LTE available in several markets. The company said: "Our top priority remains to improve our net customer additions. We’re encouraged by the increase in retail gross additions, which we attribute to improved marketing awareness, strong in-store execution and the launch of 4G LTE service in several of our markets. However, we experienced higher postpaid churn and therefore had a net loss of postpaid customers."