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Verizon Follows Competition Playbook
April 8, 2025 - Verizon entered Q1 with a sharp reduction in promotional activity, diverging from AT&T and T-Mobile, which remained consistent with their Q4 offers. This pullback slowed January sales ahead of the potential pent-up demand from the end of Verizon’s 36 month financing transition. In response, Verizon quickly pivoted in February, extending its $1,000 off - NL/T promotions across all service plans, regardless of trade-in condition, mirroring the aggressive offers AT&T has run for the past five years. In March, Verizon introduced a new “National Growth Promotional Offer,” with $10-$20 tiered service plan discounts, more closely aligning with T-Mobile’s service plan pricing strategy. These adjustments helped Verizon stabilize sales, bringing our Q1 sales estimate to roughly flat y/y and likely indicates how Verizon will position itself in an increasingly price-sensitive postpaid market.
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BayStreet Research is a boutique firm with over two decades of experience providing data, in-depth research, and actionable insights on the U.S. smartphone, tablet, and smartwatch markets.
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BayStreet delivers a holistic view of the U.S. wireless market and provides clients the "why" behind trends faster than other research firms. BayStreet helps carriers, OEMs, component suppliers, and investors wanting to drive business results.
