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See the best of Reuters photography. See more | Photo caption Colorado shooting: Looking back Prosecutors will outline their murder case against James Holmes in a preliminary hearing. Slideshow Depardieu gets Russian citizenship Putin has granted citizenship to Gerard Depardieu, the French movie star who is quitting his homeland to avoid a tax hike on the rich. Slideshow Verizon CEO touts wireless potential Tweet Share this Email Print Related News Handset makers scurry to join Year of the Phablet 3:08am EST Clearwire investor seeks to block sale to Sprint Fri, Jan 4 2013 Dealmakers look past winter, "fiscal cliff," for thaw Fri, Dec 21 2012 Clearwire, Sprint set up $120 million breakup fee Tue, Dec 18 2012 Clearwire investors unlikely to get higher Sprint bid Mon, Dec 17 2012 Analysis & Opinion Stop the CES madness Related Topics Tech » Media » Consumer Electronics Show » Lowell McAdam speaks at Verizon's iPhone 4 launch event in New York January 11, 2011. Credit: Reuters/Brendan McDermid By Sinead Carew LAS VEGAS | Mon Jan 7, 2013 3:26pm EST LAS VEGAS (Reuters) - Verizon Communications can generate hundreds of millions of dollars of revenue in coming years from wireless services beyond the mobile phone, in areas ranging from healthcare and automobiles to energy management, the company's top executive said on Monday. The No. 1 U.S. mobile carrier joins other companies expected to debate and demonstrate the benefits of connecting devices like cars to the Internet at this year's Consumer Electronics Show in Las Vegas. Operators like Verizon consider this an important new business. "It's safe to say this is a market potential of billions in the 2020 timeframe," Lowell McAdam told Reuters in an interview. This should translate into a market with "hundreds of millions of dollars in revenue for a company the size of us," he said. "People will be really surprised at what we're able to do," he said. "The power of the networks is finally going to be able to provide these sort of things. "In 2013 and 2014 you're going to begin to see that." Taking wireless access beyond the mobile device is expected to become a major theme at this year's CES. For example, wireless connections can allow doctors to remotely diagnose an illness and direct a pharmacist to administer medication, McAdam said. He also talked about public safety improvements from wireless, such as the ability of firefighters to navigate a burning building with an infrared camera that has wireless access to the layout of the building. The executive said the so called "Internet of Things" would be a big theme of his CES keynote speech on Tuesday. IDC expects the entire market for cellular connections for devices beyond computers or phones to generate revenue of nearly $1 billion by 2016 in the United States alone. Verizon's biggest rival, AT&T Inc, announced on Monday that it is pushing ahead with its plan to develop a wireless home security service. TELECOMS LANDSCAPE In a wide-ranging interview on the sidelines of the world's largest technology showcase, McAdam, 58, also talked about potential shifts in the industry in coming years. He said he is open to eliminating subsidies on mobile phones that sharply reduce the cost of devices to consumers, but said buyers now prefer paying less up front and paying higher service fees during a long-term wireless contract. Smaller rival T-Mobile USA, a unit of Deutsche Telekom, has announced a plan to get rid of device subsidies this year, but McAdam said it is not clear this would work for Verizon and the rest of the U.S. market. U.S. operators like AT&T and Verizon typically pay handset makers like Apple Inc hundreds of dollars for every phone, so they can offer discounts to customers that in turn commit to more lucrative service contracts. "It's very intriguing. Every carrier has thought about doing away with subsidies," he said, but "I don't think U.S. consumers are ready to buy an iPhone for $700." McAdam also urged U.S. regulators, including the Federal Communications Commission, to approve several industry mergers and acquisitions in the pipeline that telecoms observers say have the potential to transform the market. T-Mobile USA is seeking approval to merge with smaller rival MetroPCS Communications Inc. Sprint Nextel is looking for the nod to sell a 70 percent stake to Japan's Softbank Corp. Some analysts say such combinations could pressure bigger players such as Verizon Wireless, as they face stronger rivals with the ability to compete more aggressively. But McAdam urged U.S. regulators to approve the deals. "Three to four strong carriers are a lot better for the market than a couple of weak ones that are struggling to stay afloat and do dumb things," said McAdam, referring to the potential for promotions that could ignite a price war. Since McAdam became Verizon CEO, Verizon Wireless - Verizon's joint venture with Vodafone - gained regulatory approval for a purchase of about $3.9 billion of wireless spectrum from cable companies. (Reporting By Sinead Carew; Editing by Bernard Orr) Tech Media Consumer Electronics Show Related Quotes and News Company Price Related News Tweet this Link this Share this Digg this Email Reprints We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/ Comments (1) Ideapete wrote: Edition: U.S. Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom Back to top Reuters.com Business Markets World Politics Technology Opinion Money Pictures Videos Site Index Legal Bankruptcy Law California Legal New York Legal Securities Law Support & Contact Support Corrections Connect with Reuters Twitter Facebook LinkedIn RSS Podcast Newsletters Mobile About Privacy Policy Terms of Use AdChoices Copyright Our Flagship financial information platform incorporating Reuters Insider An ultra-low latency infrastructure for electronic trading and data distribution A connected approach to governance, risk and compliance Our next generation legal research platform Our global tax workstation Thomsonreuters.com About Thomson Reuters Investor Relations Careers Contact Us Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. 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