Verizon’s all-digital Visible service trades on not being there

Reed Karaim

Visible, an all-digital, low-cost cellular brand launched by Verizon in 2018, has placed its atypical business model at the heart of its marketing efforts.

Visible, a new, all-digital cellular-phone service, has found a way to grab attention in the physical world … by not being present.

The ten-month old subsidiary of Verizon Wireless, the largest US cellular company, is intended to compete with the likes of Cricket and other low-cost prepaid wireless providers. And the “all digital” nature of the brand means the new service doesn’t have retail locations and is available only online.

Or, as Verizon touts, “A phone service that lives exactly where it should: On an app. On your phone.”

Beth Veen, head/brand strategy,

Visible turned to a novel...

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