Verizon Wireless: The Flexible Network

December 14, 2007

Verizon Wireless has just announced that by the end of 2008, it will open up its network to any third-party wireless device that meets its minimum technical standards. Customers can buy any of these third-party devices, and Verizon will allow them to use it on their network in lieu of those offered at the Verizon store.

This a great opportunity for Verizon to change the way it is perceived, and boost its brand reputation in the process.

Let’s face it—Verizon and it’s selection of phones have never been sexy. True, I have always been happy with the quality and reliability of my Verizon service—the calls are clear and I usually get a strong signal. But when it’s time for me to upgrade my phone, I always end up being disappointed and frustrated by the devices they offer. In my experience, Verizon phones are somewhat bulky, not very stylish, and have ugly or less-than-intuitive user interfaces. For as long as I can remember I’ve seen beautiful, sleek devices on the street, and have longed to use them on my own network.

By opening their network to third-party devices, Verizon has an opportunity to shed its image as a stodgy, rigid provider that limits its customers’ choices. Instead, they can reposition themselves as highly flexible provider that enables customers to combine Verizon’s great coverage with any device that suits their individual needs.

This bold step could shake up the wireless industry, and it raises a number of questions:

Verizon has the potential to transform itself from the utilitarian “Reliable Network” to the responsive, customer-centric “Flexible Network.” They can boost their reputation by offering something that goes well beyond service. By offering customers freedom of choice, they’ll be giving us a better, more personalized experience with their brand.

blog comments powered by Disqus
Brandlogic and CoreBrand have become Tenet Partners — Where brand meets innovation®. More