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Reimagining Verizon’s Prepaid Strategy: Navigating Challenges in the Competitive Landscape Ahead

Posted on 11 April 2025

In early April, David Kim, the Chief Revenue Officer of Verizon Value, embarked on a significant transformation of Verizon’s prepaid strategy. Overseeing brands like Visible and Total Wireless, Kim has a rich history in wireless retail, starting his career as a high school student at a Radio Shack in Tucson, Arizona. He recognized that past barriers to switching carriers, like changing phone numbers, have been removed, but the lessons he learned then still resonate today. After joining Verizon about a year ago, Kim aimed to revitalize an underperforming prepaid division.

This shift began when Nancy Clark became President of Verizon Value and introduced a dynamic leadership team, including Kim. They recognized the need for investment in both personnel and technology, as well as the importance of understanding consumer pain points like data throttling. Consequently, Total Wireless now promotes premium network access without slowdowns. A significant focus of Kim’s efforts has been making affordable devices available, acknowledging that prepaid users often depend on their phones for internet access.

Additionally, Verizon is expanding its retail presence through Total Wireless by opening hundreds of new stores. Market research indicated that many customers mistakenly believed Total by Verizon was merely a plan rather than a distinct service. The rebranding to Total Wireless aimed to clarify this perception, positioning it as a competitive “fighter brand” against rivals such as Metro and Boost. Kim emphasizes the importance of the customer experience, frequently visiting stores to observe interactions between sales representatives and customers.

He believes that while technology is advancing, the personalized service provided by a dedicated sales rep is irreplaceable in meeting customer needs. Overall, Verizon’s mission to strengthen its prepaid strategy is ongoing, with new plans launched to improve performance and capture a larger share of the market.

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