Hit the break to read the transcript of the message that went out earlier today.

Need more before you believe rumors of data plan and rate changes coming to Verizon? We don't blame you, confirmation is always a good thing, and we just got some. Some Verizon employees have received a message from South Area VP of Marketing and Sales Lee Williams that confirms changes are coming. Of course Mr. Williams puts a positive spin on it all, and for most consumers, it probably will save some money. Unfortunately, many of us aren't the average consumer, so we don't see the changes in quite the same happy view that others will.

The Next Generation of Data Pricing – Our Evolution Amidst an Industry

Revolution

June 20, 2011Comments (0)

Greetings team, it’s Lee, your Area Vice President of Marketing and Sales

Operations. As we approach the summer solstice, I wanted to reach out to the

team and overview what I believe represents a significant and exciting

evolution around how we package data solutions to our customers and the

marketplace.

The Revolution is Upon Us…

In what has been a year of amazing performance by the South Area including

company leading year-over-year churn improvement, successful introduction of

the iPhone 4, strong post paid gross and net adds and industry leadership in

launching our 4G LTE network; we find ourselves entering into a period of

transformational innovation within Verizon Wireless and the wireless industry

as a whole.

Our ability to out execute and deliver upon the promise of The Credo everyday

has allowed us to maintain the industry leadership. At the same time,

accelerated market expectations coupled with the introduction of many

emerging solution categories has created new opportunities for us to meet and

exceed the needs of our customers.

Data Pricing Evolution…The Present

Our legacy data pricing structure was designed to address a somewhat

different customer need profile than what we are seeing and can expect in the

future.

Consider this. Data usage has more than doubled over the last three years.

Consumers and business users alike are doing more and more with their mobile

devices. The notion of “send and end” has migrated to “managing

multiple aspects of one’s lifestyle through mobility.” Whether it’s

social media (85%+ of Smartphone users), mobile internet (88%+ of Smartphone users), or email/applications (71%+ of Smartphone users), this usage has one thing in common—dramatically increased demand for data and media consumption.

As a result, we are evolving our approach around how we package our data

solutions and pricing to our customers. Coming soon, Verizon Wireless will

move from our existing pricing format to a structure designed to allow

customers to choose the right data solution that best aligns with their

needs.



The Value Benefit Equation...

With the new usage based pricing plans, the vast majority of our customers

will be able to enjoy their typical level of data consumption for the same

value that they outlay today. Additionally, for those who have greater

requirements for data, we will have solutions that they can tailor to their

unique needs.

Perhaps more importantly, given our strong desire to continue to provide

enhanced capability and value to our customers, the new data pricing will

apply to both our 3G AND 4G LTE networks. So in essence, for those customers in our ever and rapidly expanding 4G LTE network coverage footprint, users will gain the benefit of the fastest and most advanced 4G LTE network in the U.S. all for the same usage based value. More speed. More functionality. Same value.

Let’s Do What WE Do…

Our expectation to extend our market leadership will be largely dependent on

our demonstrated ability to “operationalize” in the face of an

ever-changing environment. The successful launch of our new data pricing

solutions represents a key milestone in our continued march to excellence.

Over the next few weeks, you will be receiving much more insight,

information, and learning opportunities around this significant evolution in

how we provide our industry leading best solutions, to the right customer,

that best satisfies their needs.

I have every confidence in our ability to execute this flawlessly because it

is the Verizon Wireless and South Area way. Our customers expect and deserve

nothing less.

To paraphrase a quote from a favorite cinematic masterpiece of mine from the

80’s, Top Gun, “Verizon Wireless is engaged. The South Area has the

lead…” Let’s do what we do.