Verizon is hoping to build a big DTC subscriber business by taking a page from Warby Parker

Visible sees an opportunity in the 50 million people who change carriers per year with its simple, $40-per-month plan.

"We absolutely want to be one of the top choices and consideration in the wireless category," Visible CMO Minjae Ormes told Business Insider."I know that is an ambitious goal and it's a crowded market, but we believe what we're offering is differentiated enough in both the experience as well as the price and the offering that we have a good shot at it."Wireless giant Verizon launched Visible in May 2018 and claims to be the first digital-only carrier in the US.

There are other DTC wireless services like Mint Mobile, but as mobile virtual network operators, or MVNOs, they lease space on carrier networks, which limits their control over business decisions like pricing changes. Visible grew out of a small group of Verizon executives who noticed the consumer shift to digital DTC, and pitched the idea in 2017 while Lowell McAdam was still CEO, Visible CEO Miguel Quiroga told Business Insider.

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