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Verizon has decided to launch its previously digital-only brand, Visible, into physical retail. According to a Verizon press release, starting September 28th, customers will be able to walk into Best Buy and pick up a Visible SIM card directly from store shelves. Some stores may stock them earlier, though in at least one market prepaid SIM and phone shelves remain largely empty, as they have been for months.
Visible officially launched online at Best Buy on September 22. Customers can order a SIM for home delivery or, at least in some markets, choose same-day in-store pickup.
As part of the rollout, Visible is offering exclusive savings on select plans through Best Buy. Customers can get the flagship Visible+ Pro plan for $35/month, a $10/month discount for their first 12 months. The Visible+ mid-tier plan is available for $30/month for the first 12 months, down from $35/month. However, it’s worth noting that Visible’s own website currently offers a $6/month discount for 12 months on any plan with promo code 6off12. That makes the mid-tier plan $29/month, a dollar cheaper than the Best Buy promotion.
Editor's Take
Visible’s entry into physical stores will help to raise brand awareness and potentially expand its reach. But it comes with trade-offs. Selling through retail adds overhead costs, and more significantly, this move risks diluting Verizon’s prepaid portfolio. Verizon already owns multiple competing value brands, many with overlapping features. Putting them all on the same shelf could lead to brand cannibalization, unless Verizon removes some of its other brands from the store.
Best Buy stores are home to Verizon Value brands Total Wireless, Simple Mobile and Tracfone. Total Wireless and Visible have enough feature overlap its hard to see why a customer would walk into a Best Buy store and purchase a Total Wireless SIM when Visible will offer them the same for less. One potential store differentiator looks like only Visible SIMs and plans will be sold in Best Buy stores, but no phones. Total Wireless sells both phones and SIM cards, giving it an edge in attracting customers who need a device.