Published: July 18, 2013
NEW YORK - Verizon Wireless, the country's largest cellphone carrier, on Thursday said it's joining AT&T and T-Mobile in providing an installment plan for its phones, aiming to satisfy customers who want to upgrade their devices faster or avoid paying the upfront cost of their phones.
The plan, dubbed Edge, will be introduced Aug. 25, and allows the buyer to spread the full retail price of the phone, without subsidies, over 24 months. A buyer who has paid off 50 percent of the cost of the phone can upgrade to a new phone after six months.
"We have a lot of customers in the technology edge that want to upgrade sooner than they would under our historical, legacy, subsidy model, if you will. And we have other customers who don't want to pay upfront for the large cost of the phone," Verizon Communications Inc.'s chief financial officer, Fran Shammo, told analysts on a conference call Thursday.
Now that nearly every adult American has a cellphone, easy growth in the wireless industry has ended, and carriers are looking to other avenues for growth. One way to do that is to boost phone sales, but most phones are sold at a big loss, so any gains in phone sales under the traditional model are counterproductive. The phone companies subsidize the cost of, for example, an iPhone, by hundreds of dollars to get retail price down to $200.
With Edge, Verizon isn't paying a subsidy, and the buyer shoulders the entire cost the phone. That means frequent upgrades help Verizon rather than hurt it. For customers, Edge makes financial sense only if they are unwilling to deal with the hassle of selling their old phones when they want to upgrade to a new device; for those buyers, the trade-in option is convenient.
Rumors about Verizon Edge had surfaced on several blogs earlier this week.
Competitor T-Mobile US Inc. stopped signing up customers for two-year service contracts in March, in favor of selling phones on installment plans. To further cater to frequent upgraders, it introduced an option called "Jump" last week It provides device insurance and more frequent upgrades for $10 a month.
On Tuesday, AT&T announced its own frequent-upgrade option, called "Next," which is very similar to Verizon's Edge. Starting July 26, customers will be able to buy their phones on installment plans, with the option to trade in the devices after a year.
Shammo made his comments while discussing the company's second-quarter results on a conference call with analysts.
Verizon Wireless added 941,000 devices to its contract-based plans in the April to June period, exceeding analyst estimates and continuing a strong run. It boosted service revenues by 8.3 percent from a year ago. Its closest rival, AT&T, is seeing revenue increases of around 4 percent.
Almost all of the gains on the wireless side were due to customers upgrading to higher-priced plans or adding more devices to their plans, as opposed to an influx of new customers.