Verizon Wireless may be making all the right noises to get into the open-access club, but what exactly do they need to do in order to back up all those promises?  Michael Megalli is certainly not willing to let the carrier off the hook; in a three step plan, he’s laid out the vital evolution that must take place if their “new” business model is to be taken seriously.

“Unlike the days of the network evening news, today’s market is only what it says it is. Part of being open is being willing to give over control. This is as true for marketing as it is for anything else. Give people as much (or as little) choice as they want and let them create their own value props” Michael Megalli, MediaPost

Megalli envisions a newly invigorated MVNO business, a rebuilt retail experience and an increased flexibility in terms of marketing, pricing structures and partnerships with handset manufacturers.  It’s an approach that has been proved to work for an existing MVNO: Helio.  That brand - which prides itself on high-speed data applications and innovative handsets - is most known for its Ocean cellphone, a Pantech OEM design.  While Helio does not currently subscribe to a recognisable open-access policy, it nonetheless focuses on data-friendly contracts and marketing that positions them within a high-end niche known for its user’s willingness to invest in latest-gen technology.

Can Verizon reinvent themselves sufficiently to overcome their reputation as one of the most closed of the US providers?  The opportunity has never been so great - and the potential cost of taking part, with low-cost software platforms like Android, so low.