Sprint Nextel will tackle the ultracompetitive prepaid-wireless market by launching at least three new brands, each aiming at its own prepaid target, a move reminiscent of the company's attempt to juggle the Sprint and Nextel brands. CEO Dan Hesse said the move could work because of the diverse nature of the prepaid business. "It's absolutely completely directly in line with simplicity. They see a brand, and they understand what it stands for," Hesse said in an interview, referring to consumers.
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