Verizon and AT&T have vastly different ideas about phone cases

Verizon's phone case product manager, Helena Elicerio

Helena Elicerio wants to make Verizon the go-to spot for phone cases.

As Verizon's phone case product manager, she's betting accessories will define the company's brand and transform its retail future. And Verizon is betting they will, too: the carrier currently offers over 150 iPhone cases, and that number has risen above 200 in the past.

Verizon has already overhauled 200 stores with a focus on cases and accessories. In these "Next Gen" stores, as they're called, customers are able to touch and see cases outside their packaging in displays Verizon has designed to resemble "best-sellers at your local bookstore."

Why the huge investment? Verizon needs people to buy phone cases because selling the actual phones results in little...

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