Verizon Wireless is the lone hold out
Customers are happy as three of the top four wireless carriers are offering unlimited data services once again. AT&T Mobility, Sprint and T-Mobile US have all jumped in with unlimited offerings. However, Verizon Wireless says no. Are they kidding? How long will they be able to hold their breath if every major competitor offers something nearly every customer wants?
Verizon Wireless has me, and so many other industry watches, investors and customers scratching our heads. I get questions and I simply cannot answer them yet. Verizon is not joining their competitors and giving customers what they want. Not yet anyway. I have watched Verizon for decades and respect their success. However, they are increasingly making moves that we don’t understand. The big question is why?
I understand they don’t want to offer unlimited services. I understand they think it will save them money not to offer these services. However, the other side of the coin says they will lose business to competitors because customers want these plans.
Unlimited wireless data plans are back
Unlimited plans were available six or seven years ago as every carrier wanted to jump-start the iPhone and Android revolution and win customers and market share. Then, one by one the major carriers started to pull these unlimited plans because of the spectrum shortage and the customers insatiable desire to over-use whatever was free.
However, as the wireless industry moves into the next phase of growth, unlimited plans are making a comeback and they are welcomed by the marketplace. Customers love them.
Red flag for Verizon
So why is Verizon Wireless not jumping in this time? Could it be they have nothing new and exciting they want to promote? This very well could be the reason. If so, this should be a giant red flag waved in front of Verizon executives.
It’s time they wake up and focus on change and growth once again. Either that or risk losing market share and that’s the last thing any company wants.
Does Verizon lead or follow?
The wireless marketplace is a constantly growing, changing and moving space. Carriers who win are those that lead in this space. Carriers who don’t lead must follow if they want to stay relevant to their customers. Carriers who don’t lead or follow are running the very real risk of losing in the competitive marketplace.
These unlimited data services may not be around forever. They may be shorter-term offerings to help carriers jump start different areas of growth. Whatever the reason and for however long they last, customers love them and will jump in like crazy.
AT&T Mobility, Sprint and T-Mobile US are big winners
So, in this environment I see AT&T Mobility, Sprint and T-Mobile US being the big winners. I see them making their customers happy while growing, transforming and promoting their new ideas. This is always exciting to see an industry and its players transform.
Then there is Verizon Wireless. What of Verizon Wireless? I wish I knew. At AT&T’s recent analyst meeting they shared very exciting growth plans. However, we have heard very little from Verizon. Right now all I can say is I see Verizon Wireless missing a beat. I would not want to see them being the loser going forward.
Wake up, Verizon!
Before it’s too late, let me shout at the top of my lungs, “WAKE UP VERIZON! You seem to be stuck in the slower-motion world called yesterday, while AT&T, Sprint and T-Mobile US are moving ahead and competing in the growing world called tomorrow.”
How long will this last? That’s the big question. Verizon Wireless is no longer the best wireless network. If they were, they’d have all the business by now. Today AT&T Mobility has reached the same level of success. Today customers buy based on innovation. And while AT&T, Sprint and T-Mobile US are innovating, Verizon is not.
So we’ll just have to wait and see what happens next. I would not be surprised to see Verizon Wireless make some changes after they start losing market share. However, waiting till your growth stalls is never the right strategy. We’ll just have to wait and see.
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