Sometimes it seems like Sprint must be scratching their collective head in effort to figure out what gives with the domestic wireless market. The company reported a large third-quarter loss as subscribers continued to leave for rivals AT&T and Verizon despite an improved selection of phones (such as the Blackberry Curve) and cheaper rates.

According to the release, Sprint lost $478 million in the quarter, compared to a $326 million loss in the same period of 2008.

They also lost 545,000 subscribers, including 801,000 postpaid customers (who sign an annual contract). This coming at a time when AT&T customers report the highest customer dissatisfaction in the company's history and Verizon Wireless' announcement that will double its early termination fee for smartphones from $175 to $350.

Sprint hasn't remained idle in their efforts to battle back and have initiated a customer loyalty program, nearly doubled its portfolio of high-end smartphones (including Palm's Pre), and undercut competitors on price by offering unlimited mobile-to-mobile calling.