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U.S. Cellular Earns Frost & Sullivan's Customer Value Enhancement of the Year Award for North America

Industry Analyst Firm Recognizes The Belief Project as 'Industry Game-changer'

CHICAGO (December 1, 2010) – U.S. Cellular's The Belief Project has earned the wireless carrier the 2010 Customer Value Enhancement of the Year Award for North America from industry analyst firm Frost & Sullivan. This honor, which Frost & Sullivan only presents when a company is deemed worthy and has developed an industry game-changer, is a result of the firm's research conducted among wireless customers and competitors.

On Oct. 1, U.S. Cellular launched The Belief Project, a series of initiatives developed to address consumers' common frustrations with wireless, elevate the customer experience, and create a human relationship -- not a contractual one.

"At U.S. Cellular, focusing on customers is our first priority, and we are pleased to be recognized by Frost & Sullivan for the way we do business," said Alan D. Ferber, executive vice president of operations for U.S. Cellular. "The Belief Project is about doing the right thing for customers. We want them to know that on top of offering a high-quality, nationwide high-speed network and a wide selection of the latest cutting-edge phones, we're always looking out for them and believe customers deserve to be rewarded for their loyalty."

The Frost & Sullivan Award for Customer Value Enhancement is presented when a company demonstrates excellence in implementing strategies that proactively create value for its customers. Additionally, the award recognizes the company's focus on enhancing the value that its customers receive, beyond simply good customer service, leading to improved customer retention and ultimately customer base expansion.

The Belief Project features national bundled rate plans that offer customers the freedom to enjoy industry-leading benefits without signing continuous contracts – like upgrades to the newest phones at promotional prices every 18 months. Just for being a customer, U.S. Cellular gives valuable rewards to use for even faster phone upgrades in as little as 10 months. Rewards can also be used for additional lines, phones, accessories, and ringtones.

With "no contract after the first," new customers fulfill an initial two-year commitment and never have to sign another contract again. Existing customers who switch to the new Belief Plans can simply finish the remainder of their terms without extending their current contracts.

The Belief Project also includes the industry's only Phone Replacement program. If a customer's phone accidentally breaks or stops working, U.S. Cellular replaces it with the same or similar model at no additional cost. Customers also can save up to 5 percent on their monthly plans for setting up autopay and paperless billing.

"Based on our research, we think The Belief Project is likely to ignite a long overdue paradigm shift in the U.S. wireless market by transforming the traditional model of contracts to a no-contract, rewards-based structure," said Brent Iadarola, Mobile & Wireless Research Director for Frost & Sullivan.

U.S. Cellular representatives will accept the award at a banquet hosted by Frost & Sullivan in February 2011 in New Orleans.

About U.S. Cellular
U.S. Cellular is committed to fixing wireless one project at a time. The Chicago-based carrier, named one of Forbes Magazine's 2010 "Most Trustworthy Companies," recently unveiled The Belief Project, a series of industry-first, innovative solutions designed to elevate the customer experience. The Belief Project complements U.S. Cellular's growing catalog of cutting-edge phones, all backed by its high-speed nationwide network. To learn more about the company visit one of its retail stores or uscellular.com. You can also check out U.S. Cellular on Facebook..

About Frost & Sullivan
Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth and achieve best-in-class positions in growth, innovation and leadership. The company's Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined research and best-practice models to drive the generation, evaluation, and implementation of powerful growth strategies. Frost & Sullivan leverages over 45 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from 40 offices on six continents. To join our Growth Partnership, please visit http://www.awards.frost.com.

For more information, contact:
Chelsea L. Whittington, U.S. Cellular
Office: 773-355-3561
chelsea.whittington@uscellular.com