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Strategy Analytics

Shared Data Plans from Verizon Wireless "Shifting the Way We Sell Wireless"

Author: Susan Welsh de Grimaldo

Publication Date: Jun 15 2012

Pages: 12

Report Type: Report, Word


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Summary

Operators such as Rogers Wireless in Canada and Orange in a number of European markets have offered for more than a year now plans that allow multiple devices—such as a tablet and a smartphone—to share a data allocation on a single plan, aiming to encourage users to activate mobile data on their tablets. In the US, where family plans that share voice minutes are popular, leading operators Verizon Wireless and AT&T have been indicating for quite some time that they would move to offer shared data plans but had revealed little detail. On 12 June 2102, Verizon Wireless unveiled its new “Share Everything” plans, offering some new innovative twists to the concept of shared data plans. More than launching just a new shared data plan, in restructuring its pricing plans Verizon Wireless is “shifting the way we sell wireless.”

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Table of Contents

  • 1 Executive Summary
  • 2 The New Verizon Wireless "Share Everything" Plans
    • 2.1 Fundamentals Behind the Plans
    • 2.2 What the New Plans Look Like - Choice Focuses on Amount of Data, What Devices to Connect
    • 2.3 Soft Transition for Existing Customers
    • 2.4 Foundation for More to Come - Connecting the Growing Ecosystem of New Devices
  • 3 Implications
    • 3.1 Encouraging customers to place value on data, connect more devices-and recognizing the smartphone as the priority device
    • 3.2 Preserving Margins by Charging Different Fees for Each Device Type
    • 3.3 Opportunity for Competitors? Focus on Value for Data-Centric Users
    • 3.4 What we would like to see next: Controls for per device usage, options for session or service based add-ons
    • 3.5 Contact the author of this report
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