Leap Targets Long Distance Hispanic Market.

Leap Wireless International, Inc. announced that it has introduced simple, affordable international long distance to anywhere in Mexico for just 18 cents a minute. Available to customers of Cricket’s unlimited local wireless service, the new long-distance offer complements Cricket’s competitively priced U.S. long distance at just 8 cents a minute.

“We wanted to simplify the customer experience by making long distance calls easy and affordable — a Cricket hallmark,” said Harvey P. White, Leap’s chairman and CEO. “Because so many of our customers use Cricket as their primary phone — often instead of a home or business wireline phone — we wanted our rates to be competitive with calling cards and wireline offers.”

“Cricket has been popular with Spanish-speaking customers in markets such as Phoenix, Tucson, Denver and Albuquerque — and we expect to repeat this success with today’s launch in Modesto/Merced and soon Visalia in California’s Central Valley,” said Don McGuire, Leap’s vice president of sales and marketing. “The fast-growing Hispanic market is incredibly diverse. For many of our foreign-born and first-generation Hispanic customers, a simple and predictable way to call friends and relatives in Mexico enhances our appeal to this important market segment.”

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