Verizon CEO Dan Schulman acknowledged missteps in the company's pricing strategy that contributed to customer losses, calling four 2025 rate hikes without corresponding value a key driver of its 17% churn rate. The admission came as Verizon reported $36.4 billion in Q4 revenue with 616,000 postpaid phone net additions - its strongest quarter since 2019.

Schulman, who took leadership in October 2025, outlined plans to prioritize subscriber growth over short-term revenue boosts through improved customer experience and value-based pricing. The shift follows T-Mobile's industry-disrupting 'Un-carrier' strategy that forced Verizon and AT&T to abandon overage charges and long-term contracts years earlier.

Analysts note Verizon's $93 billion 2026 revenue target depends on balancing subscriber gains with financial discipline. Citi's Michael Rollins warned the focus on volume growth could dilute average revenue per user, while MoffettNathanson observed early signs of progress in subscriber metrics despite weaker financials.

Quick Fact: Verizon reported Q4 EPS of $0.55 and adjusted EPS of $1.09.