IntroductionVerizon Wireless is a joint venture between Verizon Communications of New Jersey and the European-owned telecommunications company "Vodafone". Verizon Wireless is a wireless communications carrier operating in the continental United States. Currently, Verizon Wireless provides wireless communications services to more than 60 million customers nationwide, including customers in Hawaii and Alaska. Its products include wireless voice and data services that utilize the largest wireless voice and data network in the United States. Cingular Wireless is currently the largest mobile carrier in terms of the number of customers on its wireless network. However, as Verizon Wireless continues to grow its market share as the second-largest wireless carrier in the United States, it ranks first in terms of total revenue raised and how it is viewed by Wall Street. Verizon Wireless' strong market position, perception of quality, and its proportion of revenue have a strong competitive advantage that would allow for a small price increase: by making demand inelastic, "quality demand extends very little in response to variation price" (McConnell et al. . al, 2004). Verizon Wireless' cellular service is inelastic because the products and services it offers make it the dominant leader in the wireless industry; therefore, a 10% change in tariff plan prices (monthly access fee) would not affect the quantity requested. Verizon Wireless can rely on this rigidity in its pricing model due to the strength of its brand and the richness of products and services it offers. Verizon Wireless' competitive advantage comes from its extremely low churn rate (the percentage of customers who drop service is less than 1% of its 60 million customer base). This indicator suggests that customers are satisfied with the service offered by Verizon Wireless and a slight increase in prices would probably not push its customers to the competition. This data also suggests that customers are likely staying with Verizon Wireless due to its continued expansion of new technologies and services such as its all-digital nationwide CDMA network, "EVDO" or its advanced data network (used to send and receive email and other data wirelessly). almost everywhere in the United States) and VoIP (Voice over Internet Protocol) that they use for their Push to Talk products. Verizon Wireless markets to nearly every demographic nationwide, and most of its services are offered in smaller rural markets as a direct result of the $1 billion per quarter it spends to improve its network and acquire smaller wireless networks to create the own national network. stronger and bigger.