As part of our commitment to investing for the future, we continued to improve our operational systems in 2011 through major enablement initiatives designed to help U.S. Cellular develop, market, sell and deliver services faster and more effectively.
We enhanced the online customer experience with web-only promotions, instant Online Sales Support, a Data Estimator Tool, and Ask & Answer self-help capability. By early 2012, U.S. Cellular customers could purchase devices and accessories, change plans and redeem rewards online. We also implemented more customer targeting features of our Enterprise Data Warehouse/Customer Relationship Management system, including adding data related to customer transactions and prepaid customers, and marketing and demographic information.
We also made strong progress on our new billing and operational support system, which will include a new point-of-sale system and consolidate billing on one platform. The system is expected to be fully operational in 2013.