"Speed entices more usage, " Verizon Chief Financial Officer Fran Shammo said at an investor conference last week, according to a transcript.

WSJ: Cellphones Are Eating the Family Budget

Last month, finance chief Fran Shammo went further, saying Verizon had come up with a structure that would allow Vodafone to sell its stake without taking a big tax hit.

WSJ: Verizon Talks Tough to Vodafone

"If you want to pay for less speed, you'll pay for less speed and consume more, or you can pay for high speed and consume less, " Verizon Chief Financial Officer Fran Shammo said Wednesday.

WSJ: Verizon Considers Charging for Wireless Data Based on Speed

Chief Financial Officer Fran Shammo.

WSJ: The Quest for a Third Mobile Platform

" Verizon's CFO, Fran Shammo, might've just as well made those comments with his hands firmly cupped over his ears, as the firm's chief number cruncher told attendees at today's Goldman Sachs investor conference, "Unlimited is just a word, it doesn't really mean anything.

ENGADGET: Verizon CFO buries his head in the sand, claims unlimited data is 'going by the wayside'