Sprint provides wireless services and is a major global Internet carrier. Sprint also offers wireless voice, messaging, and broadband services through its various subsidiaries under the Boost Mobile, Virgin Mobile, and Assurance Wireless brands, and wholesale access to its wireless networks to mobile virtual network operators.

Business Problem

As part of their educational strategy for products, Sprint was looking for ways to analyze industry trends and find innovations in the marketplace.

CI Contribution

CI recommended and implemented a competitive analysis program, which involved purchasing a number of products including devices from competitors, parallel products, and even products outside the wireless landscape that may provide inspiration for marketplace innovations. CI analyzed packaging, materials, formats, content, and device presentations, and then compiled a detailed report and executive summary for Sprint.


The competitive analysis provided essential factual data on which to base decisions regarding Sprint’s next generation of printed and online instructional communications. Sprint was able to innovate and become a market leader in sustainability, all while improving the customer experience.