Leap Targets Long Distance Hispanic Market.
November 3, 2001
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.”