Verizon Wireless' Triple [Open] Play

from the competitive-pressures-at-work dept

The recent announcement that Verizon Wireless will support Android, Google’s new software platform for mobile devices, is an early warning sign that the traditional network operator model is fast becoming obsolete. To some this move seems to contradict a widely held presumption that two previous announcements (the choice of LTE with Vodafone and the inclusion of non-Verizon phones on the Verizon Wireless network) were a competitive strike at Google’s position in the upcoming 700 mHz auction. In conjunction, these three publicly declared commitments to openness are indicators that fundamental changes to the Verizon Wireless business model are set to occur over the next 3 – 5 years.

Verizon Wireless is preparing to compete in an industry that will resemble more of a free-for-all where innovation and customer value are the rule of the day. Verizon can no longer afford to maintain strict boundaries between the devices and applications “inside” and “outside” their networks. By embracing openness on several different fronts the company is seeking to offload a large chunk of the costs associated with developing devices to a wider ecosystem of participants. Inclusive device policies will retain the same effect that outsourcing the development and support costs for new phones would. It is no longer tenable to develop devices and support customer issues for every single customer on its network, so the company is looking to basically exchange network access for ownership of support issues, with a larger group of handset and application providers.

Particularly, the Android move is to ensure that an assortment of niche devices powered by Google’s platform will have a home on the Verizon Wireless network. The company should begin to feature an increasing number of programs and incentives for an increasing number of handset makers and wireless application developers. Meanwhile Verizon will begin to slash the high costs associated with developing phones with the Samsung and LG types. As a result, the number of phone models actually supported by the company (currently at around 50) is set to drop significantly by 2012 even as the total number of models running on the network will escalate.

As the most profitable U.S. cellular business, Verizon Wireless also has the most impetus to begin the process of expanding a revenue base limited to subscribers who are content to choose from 50 or so the company’s handsets. Spurred by a shrinking number of first time customers it is fast becoming critical to find ways to attract subscribers from rival carriers and open access policies are a good start towards that end. Along the same lines, the aforementioned Vodafone LTE announcement is key to the company’s strategic play for subscribers who, in the past, shunned Verizon Wireless for carriers that enable easier roaming. The goal is to extend the availability of “America’s most reliable network” to both sides of the Atlantic to boost the value proposition of becoming a Verizon wireless customer.

Verizon’s open evolution is a response to the limited growth opportunities faced by US mobile carriers in the face of market saturation (250 million across the country already have cell phones). Over the next 2-3 years what is now a rumbling from consumers will expand into smoldering demand for choices on wireless networks that reflect the nature of those provided on landlines. In effect the company realizes that it must adapt to an open-centric marketplace to compete and survive over the long haul, not just in the upcoming 700 MHz auctions. In doing so, Verizon has begun the transformation from staunch gatekeeper of a closed network into the heart of a more open wireless ecosystem.

Hide this

Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.

Techdirt is one of the few remaining truly independent media outlets. We do not have a giant corporation behind us, and we rely heavily on our community to support us, in an age when advertisers are increasingly uninterested in sponsoring small, independent sites — especially a site like ours that is unwilling to pull punches in its reporting and analysis.

While other websites have resorted to paywalls, registration requirements, and increasingly annoying/intrusive advertising, we have always kept Techdirt open and available to anyone. But in order to continue doing so, we need your support. We offer a variety of ways for our readers to support us, from direct donations to special subscriptions and cool merchandise — and every little bit helps. Thank you.

–The Techdirt Team

Filed Under: android, open, spectrum, wireless networks
Companies: verizon wireless


Reader Comments

Subscribe: RSS

View by: Time | Thread


  • identicon
    T.J., 6 Dec 2007 @ 4:50pm

    A Business The gets...

    ...that you can't just stand by your current business model and fight the world to stay in business. This excites me because, being a programmer, I'm pretty excited about the Android project. I was planning on switching from Verizon to a provider that supports it, but now am glad to see that won't happen. I wish more business (re: Music and Movie studios) would look to companies like this for inspiration to their own business models.

    link to this | view in chronology ]

  • identicon
    Michael Megalli, 7 Dec 2007 @ 8:22am

    Verizon Marketing

    Great post! Seems clear that Verizon is beginning the transformation process. I think that your 3-5 year timeline is probably accurate.

    One of the big challenges for them will be to figure out how this impacts their brand and marketing. I wrote something about the marketing implications yesterday:
    http://marketing.blogs.com/marketing/2007/12/marketing-impli.html

    link to this | view in chronology ]

  • identicon
    Anonymous Coward, 7 Dec 2007 @ 9:15am

    Triple play? Wow, that is so 2005. Its the quad play now.

    link to this | view in chronology ]

  • identicon
    Matt Bennett, 14 Dec 2007 @ 2:06pm

    This post somewhat contradicts earlier posts by Mike. Moreover it's long and a bit Robotic/ Corp speak like.

    link to this | view in chronology ]


Follow Techdirt
Essential Reading
Techdirt Deals
Report this ad  |  Hide Techdirt ads
Techdirt Insider Discord

The latest chatter on the Techdirt Insider Discord channel...

Loading...
Recent Stories

This site, like most other sites on the web, uses cookies. For more information, see our privacy policy. Got it
Close

Email This

This feature is only available to registered users. Register or sign in to use it.