AT&T Mobility did it. Sprint did it. T-Mobile did it. Now, finally, Verizon Wireless is doing it too. Verizon just announced they are re-launching their unlimited data plan. This is something many of their customers have been screaming for since this whole second wave of unlimited began a few years ago.  Even though Verizon may not have wanted to re-enter this unlimited space, they had to. It is the future. If they didn’t, they would lose market share. It’s as simple as that.
Unlimited data started a decade ago when the Apple iPhone and Google Android were introduced. This was a way to get the marketplace to play with smartphones and all the apps without a surprisingly large bill at the end of the month. This was a great idea, however the networks really were not ready for the sheer amount of wireless data demand.
AT&T Mobility, Sprint, T-Mobile already offer unlimited
The sudden rush of usage that clogged wireless networks a decade ago forced them all to pull back after a while. They all moved away from the idea of unlimited for several years. That was great for the networks. It gave them a chance to strengthen and better manage demand, service quality and speed.
Customers on the other hand, missed the whole unlimited data idea even though most never came close to using unlimited. It’s just that the idea of unlimited was freeing and let users never worry about a big bill at the end of the month. So, it was the unlimited idea, where the value lies.
Idea of unlimited wireless data is where the value lies
One by one, the big four wireless carriers ebbed their way back into this unlimited world with slightly different versions. First AT&T and T-Mobile launched their unlimited plans at the same time. Sprint was next. Over the last couple years, I have been wondering how long it would take Verizon to join the party. Now they have.
With that said, don’t expect current unlimited plans to stand still. They will continue to evolve, continue to change. Carriers will tweak them to achieve certain goals and objectives. Either way, users win.
Smartphone and wireless growth is changing
Over the last decade, growth in wireless has come from smartphones like iPhone and Android. However, over the last couple years we have seen that growth slow. Not that people are using them less. People are using them more. The interest in smartphones is rising. It’s just that everyone who wants a smartphone, already has a smartphone.
So, growth in the smartphone sector will change. People will still upgrade, but many will wait a year or two longer than before. Growth will come from other areas. In this new world, it’s more important than ever to hang onto your customers base and your market share. It’s much easier to hang onto an existing customer than to try and win a new user simply to replace one you lost.
Verizon and Verizon Wireless may face troubling times ahead
That’s why Verizon Wireless is re-entering the unlimited data race. Not because they want to. They don’t. They were very happy with the way things were. And they hung on till the last possible moment before following the other industry leaders. However, the writing was on the wall. Either Verizon join the crowd or they will be squeezed out of the game.
Most people don’t seem to realize it, but Verizon and Verizon Wireless may be facing some troubling times ahead if they don’t create the next growth wave as I regularly discuss. Their growth is not what it used to be and their plans for growth, to date, are not that exciting.
Unlimited customers are happier
With all that said, I am very happy to see Verizon joining AT&T, Sprint, T-Mobile plus all the smaller and regional carriers like C-Spire and US Cellular. Verizon customers will be very happy as well. Now perhaps Verizon no longer has to worry about losing market share because they don’t offer this popular service.
There are still plenty of other challenges and reasons Verizon has to stay alert and on guard, like lowering their prices. Unlimited is just one of these reasons. But it’s very good to see them finally doing the right thing for customers here. So, while we waited a long time, Verizon did finally do the right thing for their users and their shareholders.
