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So Verizon Finally Got the iPhone. Three Take-aways for Marketers

The iPhone 4 is now available on Verizon Wireless - a development that has surprised exactly no one given the buzz run up before the announcement, not to mention the long-standing rumors that a Verizon iPhone was in the works. Despite the widespread anticipation, the announcement itself held some minor surprises that do have ramifications for marketing plans:

Maybe industry-wide tiered data plans are not a foregone conclusion after all.

Verizon Wireless is offering unlimited data-use plans when it starts selling the iPhone around the end of this month, the Wall Street Journal has reported - a way for it to differentiate itself from AT&T, which limits how much Internet data such as videos and photos its customers may use each month.  There was announcement at the press conference, however, about data caps or pricing for data plans.

Ditto LTE.

The iPhone Verizon is selling uses CDMA technology, not LTE - despite the launch of almost a dozen 4G phones at CES, CNET noted. Verizon opted for this route because the first generation of LTE chipsets meant design compromises and Verizon didn’t want to wait any longer in offering an iPhone to its customers. Also, CNET pointed out, Verizon does not have an exclusive contract to carry the CDMA model iPhone, which means there will likely be announcements from CDMA carriers in other countries in the next few months.

The iPhone device market might not remain seamlessly uniform - although it surely will never be as fractured as the Android market.

  • This is not AT&T’s iPhone, there are subtle differences between the two devices, which Business Insider breaks down.
  • Users can't talk and use data on the Verizon iPhone as Verizon's CDMA network only allows one at a time.
  • The antenna on the Verizon iPhone is slightly different. What that means in terms of call quality is unclear.
  • The Verizon iPhone can serve as a mobile hotspot - the lack of which is a common grip about AT&T’s service.
  • Verizon's iPhone will not work overseas.


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