Verizon Wireless is ensuring its online customers can get new phones into their hands as soon as possible. The company has announced that a same-day delivery program is now live in Philadelphia, allowing customers to place orders online by 10AM on any weekday, and have their order guaranteed to arrive no later than 7PM that same night.

There is a premium for the service — it costs $19.99 — but that's a small increase over the $14.99 customers pay when they opt for Verizon's next-day delivery option. Of course, the desired product needs to be in stock, and other options like standard delivery and in-store pickup are still available. While Verizon describes it as a pilot program, the option is already set to roll out in New York City, San Francisco, Dallas, and Pittsburgh as well. Given how quickly the carriers adopt each other's initiatives we wouldn't be surprised if AT&T and others launched similar programs of their own, but for the time being it will be that much easier for Verizon customers to make their impulse upgrades.