When I got my 4S last year, all I had to do was turn it on and connect to my wireless network. It ended up registering itself. After a few minutes, the 4S was working and my old phone was turned off. Never had to call Verizon or anything. As far as I know, your choices are:
1) Turn the phone on and connect to WiFi
2) Connect to iTunes if you don't have WiFi access
3) Call customer service to activate
4) Stop into a store to activate
Thank you for this helpful post. Many options to activate and it sure sounds easy. Possibly, I could just ask my Siri to activate herself? (ha, ha)