"Every carrier in America does voice well — it's really not a differentiator anymore," Hesse said in a phone interview late last month. "You need to define what position you can occupy that is different and then execute around that." Sprint's unlimited " Simply Everything" plan was announced after Verizon Wireless (VZ), AT&T (T) and T-Mobile unveiled similar plans. But Sprint's was the only one to include full data services in addition to unlimited calls. But even Hesse, who implies that the new unlimited plan is revolutionary in the new ads, admits that "Simply Everything" is not enough to fix the company's many problems. Last month, after Sprint posted a fourth-quarter loss of $29.5 billion and a continued decline in subscriber numbers, Hesse told investors that a turnaround will not happen for "many quarters."