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Sprint's "Simply Everything" plans appear to gain edge over AT&T

If the aim is to win the hearts, minds -- and most importantly business -- of consumers, obviously it's a big help to win over the front line troops.

In this, Sprint Nextel seems to be making important progress, according to a new report issued today by an analyst at Robert W. Baird & Co.

Considering the barbs tossed Sprint's way last week by its friends at Radio Shack, it is noted with a wee bit of irony that the electronics retailer is the source of this morning's positive news.

Radio Shack sells both Sprint and AT&T wireless service. The Baird team makes a point of regularly checking in with the clerks at the Shack to get an indication of the latest trends affecting the No. 1 -- AT&T -- and No. 3 -- Sprint -- wireless companies.

Maybe Sprint CEO Dan Hesse is on to something after all with all this "Now Network" and "Simply Everything" unlimited calling stuff.

Sprint is managing to stand out with its $99 plan, which includes unlimited voice calls, Internet surfing and other data services. AT&T has a $99 unlimited voice minutes plan.

"Reps previously viewed the difference between the two carriers primarily as a choice between rollover minutes and earlier nights and weekends; however, with Sprint's Simply Everything plan, Sprint appears to have become the cost leader at the high end at RadioShack stores," Baird's William Power wrote. "Generally, reps seem to perceive Sprint as having the better data network and AT&T as having broader coverage. Overall, 54% of reps who recommended one carrier over the other recommended Sprint, largely because of the
perceived greater data value."