America Online 2015 Annual Report Download - page 8

for about one-third of Fios Video sales.
We simplified complicated wireless
price plans and data packages into
easy-to- understand buckets labeled
Small, Medium, Large and X-Large. We
know we have much more work to do
to make ourselves easier to do busi-
ness with, but this is a healthy process
that’s helping us clear out the obsolete
or overly complex practices that have
grown up in our business and focus on
what’s most important to customers.
We have also come together around
a simple, powerful purpose: to deliver
the promise of the digital world. We
deliver on that promise every day by
connecting millions of customers to
what they need most and providing the
infrastructure that makes the global
economy work. Moreover, we’re using
our resources to help create the next
generation of innovators. Throughthe
Verizon Foundation, we work with edu-
cators across the country to create
hands-on, technology- driven models
for learning that are showing great
promise in equipping young people
forthe jobs of the future. Our pro-
grams help students develop specific
skills like coding, as well as the
broader life skills of critical thinking,
collaboration and entrepreneurship.
As a result, young people in these
programs are more interested in
studying science, technology, engi-
neering and math, and in pursuing
careers in these areas. Education is
just one social challenge being trans-
formed by the possibilities of smart
technologies. For more on what we’re
doing to create smarter, more sus-
tainable communities, see our 2015
CorporateResponsibility Report.
On the strategic front, we made
a major move in the mobile media
marketplace by acquiring AOL in
June 2015. With AOL, we now have
a highly sophisticated mobile adver-
tising platform, as well as popular
online content like the Huffington
lives: they view most of their video
online, discover most of their content
on a mobile device and put a premium
on services that are digital-first, on-
demand and personalized to their
individual needs.
We cannot succeed with these
newcustomers by doing more of the
same; rather, we need to innovate
andevolve our products around what
the digital-first customer wants.
To start with, we are using our “better
matters” mantra to examine the way
we interface with customers at every
touch point — from the experience
in our stores to the buying process
on our website — and are making it
easier for customers to transact more
of their business with us online. We
listened to customers’ frustration with
the 300- channel bundle of TV stations
that bloat the traditional cable pack-
age and introduced a smaller bundle
called Custom TV that now accounts
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2015 Annual Report www.verizon.com/2015AnnualReport
Chairman’s letter