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Verizon is in no rush to do the one thing customers desperately want

Verizon's new CEO doesn't have long to turn things around.

By Anam Hamid

Published: Nov 15, 2025, 5:07 PM

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Verizon's new CEO, Daniel Schulman, wants to shift the carrier's focus from network excellence to prioritizing customers, per The Wall Street Journal. That doesn't mean price relaxation yet.

Verizon is at an inflection point

In a report detailing the ouster of former CEO Hans Vestberg, WSJ chronicles Schulman's selection to lead the company and his transformation plan.

Formerly the chief executive officer of the telecom-equipment company Ericsson, Vestberg pursued a network-first strategy. Verizon's board, on the other hand, was more interested in faster customer growth.

Far from growing the customer base, under Vestberg, Verizon had been losing customers. The carrier shed customers during the first and second quarters, and the third quarter was going to be no different. Before letting matters deteriorate further, the board chose Schulman, who was at that time one of the company's directors, to take over in October. That's also when board member Mark Bertolini was elected chairman.

That was an abrupt decision, and a total departure from the multiyear process that led to Vestberg being installed at the post.

Schulman wants to make major changes and isn't afraid to make hard decisions. He wants to cut down on red tape and make Verizon fiercely determined. The first such decision is going to be a layoff affecting around 15,000 of the 100,000 people the company employs.

Schulman wants Verizon to pivot from putting network engineering first to being obsessed with customers. It's worth mentioning that Verizon isn't the de facto network leader anymore, with Bertolini admitting that the network isn’t as differentiated as it used to be.

Schulman has nonetheless praised Vestberg for bringing the network up to par, but stated that the next phase was customer orientation.

The company has been losing market share, and Schulman is determined to stop that. He doesn't want to resort to price cuts to achieve that, and will instead explore other ways to create value for subscribers.

Schulman has until 2027 to make Verizon bounce back, which explains why he is moving fast.

I’m not afraid at this point in my life to make really hard decisions.

Daniel Schulman, Verizon CEO, November 2025

Price increases are what got Verizon here

Verizon is the most expensive carrier. While high prices felt justified when it had a clear lead over rivals, with its leadership eroded, it can't continue charging more than competitors anymore.

Verizon was under the illusion that high-value customers, or those unbothered by price changes, would help make up for those lost to hikes. However, as the three consecutive quarters of losses has taught it, it can no longer afford to keep losing customers.

The carrier is not just competing with AT&T and T-Mobile. Cable companies that offer low-priced plans have also emerged as a huge threat.

While Schulman has identified the root cause of the company's woes, his reluctance to cut prices might cost Verizon more customers.

Could offers and promos compensate for price hikes?

Don't underestimate Schulman

Verizon seems to have three main problems right now. It's no longer the undisputed network leader. Its customer service has gone down. And, its prices are too high.

Schulman is, perhaps, doing the wise thing by initially focusing on improving the value perception over immediate price cuts. Verizon recently launched a host of offers to woo customers, but the success of these measures in offsetting high prices remains to be seen.

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Anam Hamid is a computer scientist turned tech journalist who has a keen interest in the tech world, with a particular focus on smartphones and tablets. She has previously written for Android Headlines and has also been a ghostwriter for several tech and car publications. Anam is not a tech hoarder and believes in using her gadgets for as long as possible. She is concerned about smartphone addiction and its impact on future generations, but she also appreciates the convenience that phones have brought into our lives. Anam is excited about technological advancements like folding screens and under-display sensors, and she often wonders about the future of technology. She values the overall experience of a device more than its individual specs and admires companies that deliver durable, high-quality products. In her free time, Anam enjoys reading, scrolling through Reddit and Instagram, and occasionally refreshing her programming skills through tutorials.

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