Verizon iPhone Sales Tepid At Best
Monday, February 28, 2011
When the iPhone 4 came to Verizon Wireless earlier this month, the wireless giant said that initial online sales were the highest ever from any previous Verizon launches.
But subsequent online and store sales have been falling short of expectations, according to reports.
According to Boy Genius Report, a source from Apple said that unit sales from Verizon Stores and Apple Stores during the first five days of availability were far from stellar, and came in below Verizon expectations. Also, the Apple source noted that online preorder sales totaled around 550,000 units.
Reports that iPhone sales were falling short of expectations were so rampant that Verizon’s CEO Daniel S. Mead needed to go on record to refute such reports.
In an interview with the Wall Street Journal last week, Mead said that the iPhone sold better than any previous launch, including the highly touted Motorola Droid and Droid X. The previous numbers were solely based on several individual stores and did not include online sales, Verizon said.
In addition, Mead shared that Apple is ready to launch a 4G device on its network, possibly the iPad 2. “They understand the value proposition of LTE, and I feel very confident that they are going to be a part of it,” Mead said.
The truth probably lies somewhere in the middle. Sales of the iPhone 4 on Verizon likely were not as high as Apple had hoped, but for Verizon, the phone was a success. Early adopters of the device on Verizon’s network are mostly current Android and Blackberry owners.
A few prominent factors prevented the phone from selling as well as Apple or Verizon hoped for. In February, an unusual cold spell blanketed much of the Northeastern United States. A main reason, some experts say, is that most people who would like to switch carriers are locked in at AT&T and would be subject to hundreds of dollars in termination fees should they switch carriers to own an almost identical phone on a different network. That’s a high price to pay in today’s economy.
Verizon also made a few mistakes during the iPhone launch that could have helped sales, according to Gerson Lehrman Group, a business consulting and research firm.
Verizon, for one, did not allow side-by-side retailing at Apple Stores, pitting its version of the iPhone right next to the AT&T version, and allowing potential consumers to decide the difference. Perhaps the biggest misstep, according to Gerson, was that Verizon was too busy targeting current AT&T iPhone owners to realize that current Blackberry owners were the biggest targets to convince them of a switch.
After the Verizon iPhone 4 went on sale, it was discovered that roughly one-third of sales went to current Blackberry owners, and only 14 percent were AT&T iPhone owners switching carriers.
Read at: http://www.theepochtimes.com/n2/business/verizon-iphone-sales-tepid-at-best-52105.html






