For U.S. Cellular, 2010 was a year of innovation and exciting transition, tempered by challenging economic conditions and intense competition in our markets. We had strong growth in smartphone sales, which led to greater use of data services and, in turn, slightly higher average revenue per customer. The cost to subsidize those smartphones, however, contributed to a decline in profitability.
The entire organization came together beginning in June to make the CEO transition successful. We're excited about combining a new perspective with our experienced leadership team to increase innovation at U.S. Cellular and drive performance.
Among the 200 Most Trustworthy Companies in the U.S.
– Forbes Magazine and Audit Integrity
In October, we built on our customer satisfaction heritage with the launch of The Belief ProjectSM, a platform for providing a wireless customer experience that sets us apart from our competitors. By the end of February 2011, 1.7 million new and existing customers had migrated to our Belief Plans.