Question-and-Answer Session
Operator
(Operator Instructions) Your first question comes from the line of David Barden with Banc of America.
David Barden - Banc of America
Hi, guys. Thanks. Good quarter. I wanted to ask a couple questions, if I could. First, I think that the biggest statement you're making this quarter, is arguing that you can stabilize your ARPU in the low $40 range in 2009. It suggests to me that your inclination is to limit family plan promotions on the one hand, which have been the biggest drag, for instance, in the fourth quarter. And second, that you feel fairly comfortable about the potential for incremental pressure at the higher end from some of the new prepaid $50 plans we've been seeing.
Could you evaluate that statement? What evidence do you have? Do you think to this point in time that you are beating back any potential competitive threat at the $50 unlimited level?
The second question, if I could, is, the last time you did a major market launch was LA, really the biggest market launch you did. That was more of a phased launch. It took a couple of quarters for that market to ramp up for the product to get some traction. Could you compare and contrast how you feel the New York and Boston launches are going today, how they were structured relative to how LA went? Thanks.
Tom Keys
David, this is Tom, I'll take the second part of your question first, if that's okay. We love LA, we love New York, we love Philly, we love Boston, we're extremely excited about all of that. As you mentioned, we didn't call LA a phased launch, but it has a different urban sprawl, it has a different density. When you look at Boston and New York, the density is certainly different than Los Angeles.
We're excited about the launch in Boston and New York, just as we were with Los Angeles. We have an understanding of how we build each city. Each one has different zoning, each one has different building properties, and we understand those as we launch the market. So, I don't think there's any doubt in our mind that all three of those cities, Boston, New York and Los Angeles, are extremely important to us and we're extremely encouraged by all of those together.
So, there's not one that stands out over the other. We believe all three of those markets are on trajectory and we're extremely excited about them.
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