MVNOs Successful Marketing Strategies

  • ID: 3276894
  • Report
  • Region: Global
  • Tariff Consultancy
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New Report maps marketing strategies of 20 MVNOs and reports core elements of their business model

FEATURED COMPANIES

  • Amaysim
  • Cyta
  • giffgaff
  • Lycamobile
  • Sosh
  • Truphone
  • MORE
Following the MVNO report published in 2007 looking at the future of MVNOs, this new report looks beyond Europe and covers the 'Successful Marketing Strategies Of MVNOs' across all regions.

The aim of the research was to establish the ‘Successful Marketing Strategies of MVNOs’. Each in-depth profile is built upon topics such as overview of basic service offers, price positioning vis-à-vis MNOs, disruptive business strategy, building flexibility around the basic service offer, enriching customer experience and self care apps.

The research discovers a range of different approaches and trends that are now driving the market, for example, companies active in the insurance and financial services looking to enhance their services to their customer base and develop new distribution channels by offering mobile services.

Geographical Coverage
20 MVNOs (see list below) operating in fourteen markets of Europe, North America, Latin America, Asia Pacific and the Middle East.

Scope for each of the 20 profiles
To identify successful marketing strategies of MVNOs through the creation of research profiles that are built upon below topics:

1. Summary and level of success as an MVNO and in the country of operation
2. Overview of basic offers
3. Price positioning vis-à-vis MNOs
4. Disruptive business strategy
5. Building flexibility around the basic service offer
6. Enriching customer experience
7. Self-care app

Plus provision of some key shots of the providers' website.

Conclusion

The report is accompanied by an Excel tracker that looks at MVNOs price positioning vis-à-vis MNOs and provides a summary of core services offered by the MVNOs in question.

MVNO coverage - 20 profiles in total

Europe:
Telenet - Belgium
Sosh - France
Ay Yildiz – Germany
Cyta - Greece
Dekatel – Netherlands
Poste Mobile - Italy
Jazztel - Spain
Tuenti Movil - Spain
giffgaff - UK
Lebara Mobile – UK
Lycamobile – UK
Tesco Mobile - UK
Truphone – UK
Virgin Mobile – UK

Middle East
Friendi Mobile - Oman

Americas
Porto Seguro Conecta – Brazil
Uff Movil - Colombia
Boost Mobile - USA

Asia-Pacific
Amaysim – Australia
Tune Talk – Malaysia

Deliverables: Profiles & Executive Summary in PowerPoint; Pricing in Excel

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Note: Product cover images may vary from those shown
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FEATURED COMPANIES

  • Amaysim
  • Cyta
  • giffgaff
  • Lycamobile
  • Sosh
  • Truphone
  • MORE
This new report is an in-depth analysis of twenty (20*) MVNO players operating across fourteen markets in Europe, North America, Latin America, Asia-Pacific and the Middle East. In 2007, the author looked at 700 MVNOs in 15 countries in Europe and since MVNOs have expanded to outside Europe and are now present in Africa, the Middle East, Asia and recently also in South America.

The aim of the research was to establish the ‘Successful Marketing Strategies of MVNOs’. Each in-depth profile is built upon topics such as overview of basic service offers, price positioning vis-à-vis MNOs, disruptive business strategy, building flexibility around the basic service offer, enriching customer experience and self care apps.

The research discovers a range of different approaches and trends that are now driving the market, for example, companies active in the insurance and financial services looking to enhance their services to their customer base and develop new distribution channels by offering mobile services.

Some of the key findings are:

A better segmentation approach has allowed a vast number of companies launch mobile services under the MVNO model. Despite these companies’ common goal - the quest to grab mobile-related revenue streams - the path they follow to reach that goal is a source of great variance.

Simplicity and transparency are common themes across the majority of MVNOs. These values touch upon pricing strategy, service offers structure and website design. In certain European and North American markets, flexibility and self-service arise as key concepts. Players employing these concepts target a predominantly young clientele which is technology-savvy, digitally-connected and with few limitations to “community” integration. Personalisation through segmentation is the key theme of ethnic MVNOs who often operate extensive distribution networks that are made up of points of sale serving the ethnic communities that the MVNOs are serving.

Challenger MNOs offer competitive pricing, often so, at lower levels than the MVNOs in question. The competitiveness of MVNOs pricing often lies within their bundled offers rather than their base unit rates. For example, an MVNO's on-net voice pricing can be as much as 13 times more expensive than the equivalent per minute rate offered by challenger MNO, the research finds. Similarly, an MVNO's per MB rate can be as much as 19 times more expensive than the equivalent per MB rate offered by challenger MNO.

The research features case studies based on in-depth interviews.
Note: Product cover images may vary from those shown
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- Amaysim
- Ay Yildiz
- Boost Mobile
- Cyta
- Dekatel
- Friendi Mobile
- giffgaff
- Jazztel
- Lebara Mobile
- Lycamobile
- Porto Seguro Conecta
- Poste Mobile
- Sosh
- Telenet
- Tesco Mobile
- Truphone
- Tuenti Movil
- Tune Talk
- Uff Movil
- Virgin Mobile

Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown
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