Reviewer: CharlesNewman, PhD

Verizon, in order to stay ahead of AT&T and Apple, is placing a big bet on Android smartphones and other new gadgets. Can Verizon Wireless keep its spot as the leading wireless company in the United States if it doesn't have the industry's hottest phone? Lowell McAdam, the company's CEO, is trying to make the case that it can.

Now McAdam is launching a slew of products designed to keep Verizon ahead. In the fourth quarter, the company is rolling out its largest new-product lineup ever: 14 devices (vs. half that number a year ago). Among those will be two netbooks and five smartphones, including the Droid phone from Motorola, a sleek device with a touchscreen and keyboard that runs on Google's Android operating system.

Verizon's strategy is bold but risky. With the Droid and another phone from HTC, Verizon is placing a big bet on the unproven Android. The software is popular with techies but has not yet caught on with consumers. In addition, Verizon risks confusing customers with the sheer number of devices it's introducing. Verizon's success may ultimately depend on how the partnership with Google works out. Google has helped boost the number of wireless applications available on Android phones, but analysts say it has to step up its marketing of Android to gain ground on Apple.

1. Discuss the structural characteristics of the wireless industry from the point of view of the Five Competitive Forces (Porter) framework.
   
   
2. Discuss the move toward smartphones from the point of view of the Product Life Cycle (Levitt) framework.
   
   
3. Discuss Verizon's overall strategy from the perspective of the Competitive Advantage (Porter) framework.

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