Postpichal v. Cricket Wireless, LLC

District Court, N.D. California·Decided August 4, 2021·No. 3:19-cv-07270·Unknown

Opinion

1 2 3 4 5 6 7 UNITED STATES DISTRICT COURT 8 NORTHERN DISTRICT OF CALIFORNIA 9

11 JAMIE POSTPICHAL, et al., No. C 19–07270 WHA 12 Plaintiffs, 13 v. ORDER DENYING MOTIONS TO EXCLUDE AND DISQUALIFY 14 CRICKET WIRELESS, LLC, PLAINTIFFS’ EXPERTS AND GRANTING MOTION FOR 15 Defendant. CLASS CERTIFICATION

17 INTRODUCTION 18 Plaintiffs move to certify a class of customers who paid premium prices for 4G phones and 19 plans in markets that had no 4G service despite advertisements that suggested otherwise. 20 Defendant wireless cellular service provider moves to exclude and disqualify plaintiffs’ experts 21 and opposes class certification. To the extent stated herein, the motions to exclude and 22 disqualify plaintiffs’ experts are DENIED and the motion to certify a class is GRANTED. 23 STATEMENT 24 1. CRICKET’S 4G SALES STRATEGY 25 In the early 2010’s, 4G ranked as the newest development in the cellular services industry. 26 Cellular service providers other than Cricket Wireless, LLC, quickly developed their 4G 27 1 capabilities to meet the rising demand for faster cellular and data services. Cricket, however, 2 lagged behind (Dickson Decl., Exhs. C at 2, F at 1–2). 3 In 2011, Cricket attempted to build out its 4G capabilities by partnering with LightSquared, 4 “but the FCC rejected LightSquared’s plans to launch its network over concerns that it would 5 interfere with GPS technology” (Donckels Decl. ¶ 5). Cricket attempted a similar third-party 4G 6 network agreement with Clearwire, but that, too, fell through when Sprint acquired Clearwire 7 (Donckels Decl. ¶5). In the face of $2.8 billion in debt by mid-2013, Cricket’s CEO admitted to 8 the FCC that Cricket had “no current plans to expand its . . . spectrum holdings in any significant 9 way or to build commercial facilities outside of its current network” (Dickson Decl., Exh. C at 10 6). 11 Cellular service companies needed 4G to stay current, yet most of Cricket’s customer base 12 lacked 4G coverage in their area — in fact, as much as 77 percent of individuals living in an area 13 with Cricket coverage fell outside of Cricket’s 4G footprint (Dickson Decl., Exh. I, Donckels 14 Dep. at 171:4–24). Well aware of rising consumer demand for faster 4G services, Cricket made 15 an economic decision to sell 4G phones and 4G plans nationwide despite its nascent 4G LTE 16 footprint (Dickson Decl., Exhs. C at 2, E at 6; Exh. J, Towster Dep. at 275:12–16). 17 Cricket’s executive and marketing teams crafted new, 4G-centric sales and customer 18 conversion strategies to turn the tide on their declining customer base (Dickson Decl., Exh. D at 19 3–4; Exh. H at 10). Though Cricket amped up 4G advertising across America, it did little to 20 differentiate its messaging across geographic regions, regardless of its ability to provide 4G 21 service. For instance, marketing materials used in non-4G markets had prominently displayed 22 4G logos near claims about Cricket’s “unlimited plans” (Dickson Decl., Exh. J, Towster Dep. at 23 277:7–280:7). 24 To keep its promotion accurate, Cricket claims its marketing materials distinguished 25 phones in non-4G markets as “4G capable” (Towster Dep., 87:20–99:4). Cricket contends this 26 designation would not cause confusion because customers understood that a “4G capable” phone 27 did not necessarily mean that Cricket actually provided 4G coverage locally (Dickson Decl., 1 phone in order to receive 4G service even within Cricket’s 4G footprint. Coverage maps 2 depicted Cricket’s 3G versus 4G footprints and customers could reference coverage maps in 3 Cricket’s website and in stores (though it is unclear the extent to which stores consistently 4 displayed coverage maps) (Dickson Decl., Exh. I, Dep. Donckels at 68:19–71:7, 74:22–73:21, 5 Exhs. A–Q; Russell Decl., Exhs. R, S, T). 6 By September 2013, Cricket’s “newest project: 4G in non-4G [was] going strong” 7 (Dickson Decl., Exh. U at CRICKET00013352). This strategy’s success led Cricket’s Senior 8 Manager of Business Development to suggest that Cricket “may not need any other programs” to 9 increase Cricket’s customer base (Dickson Decl., Exh. U at CRICKET00013352). Cricket 10 higher-ups “recognize[d] that without [a] clear path to 4G/LTE home market coverage” the 3G 11 in 4G discrepancy was “not an easy story to explain” (Dickson Decl., Exh. U at 12 CRICKET00513221). 13 Complaints started to pour in. Cricket representatives recognized the lack of 4G access 14 conflicted with Cricket’s messaging about 4G phones and 4G plans. South-East Area Marketing 15 Director Towster explained in an email to several other Cricket employees (Dickson Decl., Exh. 16 U at CRICKET00513222):

17 I covered the extended roaming coverage stickers on the GM call and I got a ton of push back from 3G markets. The team doesn't 18 think that it provides any benefit to talk about this in 3G markets as it actually hurts us as it opens the conversation up when is this 19 market going to be 4G. The team doesn't want to make these stickers mandatory items instead they would prefer to make it 20 optional and a market decision. 21 Another employee on Cricket’s field marketing team responded with her similar experience, 22 explaining that employees “push[ed] back and questioned whether or not the [4G extended 23 roaming] stickers were mandatory” and that “[e]ach and every day when I'm in non-4G markets, 24 I'm begged to remove 4G LTE references in advertising and on merchandising materials” 25 (Dickson Decl., Exh. U at CRICKET00513221; Towster Dep. at 181:18–23). In response to 26 Cricket employees’ emails expressing concern that 4G posters (that had 4G logos without the 27 “4G capable” qualifier) would “be setting the wrong expectations to our customers with 4G,” 1 Cricket’s East Area Marketing Director confirmed “this was a companywide directive to talk 2 about [4G] even in non-[4G] markets and push [4G] capable handsets” (Dickson Decl., Exh. L at 3 1–2, CRICKET00793602–03). Cricket management insisted that representatives 4 [t]alk about [4G] LTE” regardless of the confusion it might cause (Dickson Decl., Exh. L at 1, 5 CRICKET00793602). 6 Cricket partnered with Sprint in February 2013 to provide 4G roaming. This meant that 7 Cricket could have provided access to the 4G network that its customers expected with their 4G 8 phones and 4G plans. Instead, Cricket saved money by blocking access to Sprint’s 4G network 9 for customers within their home markets. Cricket internal documents acknowledged that 10 allowing access to Sprint’s network to customers located in 3G markets might have provided 11 “true nationwide [4G]” and that withholding access risked “disappointment from [customers] 12 who paid a lot of money for an [4G]-capable device” (Dickson Decl., Exh. S at 2, 5). 13 Nevertheless, Cricket programmed 4G phones bought in non-4G markets to prevent customers 14 from using available Sprint 4G service in their home market (Towster Dep. 117:3–13). This 15 limited the use of Sprint’s 4G drastically because “only 4% of total data traffic [was] outside 16 [customers’] home market” (Dickson Decl., Ex. O at 1). 17 Cricket used the 4G roaming agreement with Sprint to create coverage maps that depicted a 18 broader 4G roaming network than prior maps that showed only “a few different isolated areas” 19 with 4G. Though Cricket now denies using Sprint’s roaming agreement to advertise 4G, 20 Cricket’s East Area Marketing Director explained that the roaming agreement allowed Cricket 21 “to market 4G more readily” and to “market to customers that they did now have an expanded 22 footprint to utilize their 4G phone” (Towster Dep. 208:6–211:22). 23 By late 2013, Cricket removed the distinction between 3G and 4G plans, creating a single 24 “Smart Plan” (Dickson Decl., Exh. I, Donckels Dep. at 208:16–209:10; Mallinson Rep. at 21).

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Postpichal v. Cricket Wireless, LLC, (N.D. Cal. 2021).

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