The analyst examines the use of MNO sub brands worldwide, the report identifies 59 such brands across the globe of which 16 are outside Europe.
MNOs continue to launch independent mobile brands - particularly seen in Europe, the Americas and the Far East with one of the very recent introductions by Clear Mobile, Vodafone Ireland's sub-brand.
The analyst considers the development in MNO sub-brands and provides an update on the use of MNO sub-brands worldwide, covering just under sixty such brands, with around 40 from Europe and the remainder in the Americas and Asia-Pacific region.
But the introduction of a mobile sub-brand by a mobile operator is nothing new. Selected MNOs have been using a sub-brand to extend their market reach since the early 2000s. Typically, the MNO sub-brand has either been launched as a new service or has been purchased by acquisition. Increasingly, MNOs are attracted to simple sub-brands due to the reduced cost and time to market of digital brands which are now available as an App or online.
In the past, MNOs have extended their in-country market reach by the acquisition of Pre-Pay mobile operators or MVNOs. For example, Tele2 (Sweden) with the merger of Pre-Pay brand Comviq in which has been adopted at Tele2’s own Pre-Pay brand.
More recently MNOs have introduced sub-brands in response to competitive factors. Sub-brands are typically being used to focus on a price point below the core MNO brand or targeting a new demographic (such as the youth segment).
Table of Contents
- Introduction
- The reasons for launching an MNO sub brand
- New MNO sub brands continue to launch new services
- Some MNO sub brand withdrawals
- MNO sub brand pricing trends from 2018 to 2021
- What can be seen from the MNO sub brand surveys from 2018 to 2021?
- Selected European MNO sub brand's offferings and entry strategy
- Selected Non-European MNO sub brand's offferings and entry strategy
- Conclusions - The future outlook for MNO sub brand
Appendix: 2020 sub-brand launches and their positioning
A list of Figures - More MNOs join the sub brand-wagon.
Figure 1 - A screenshot of the fraenk App (taken from the Apple App Store)
Figure 2 - The swape Yallo logo
Figure 3 - A screenshot from the Clear Mobile website
Figure 4 - A screenshot from the 48 website
Figure 5 - A table showing selected MNO sub brand pricing in 2018
Figure 6 - A table showing selected MNO sub brand pricing in 2020
Figure 7 - A table showing selected MNO sub brand pricing in 2021
Figure 8 - A table showing the key MNO sub brands worldwide - a total of 60
Figure 9 - Panel: MNOs are deploying sub brands for the following key reasons
Figure 10 - A table showing the difference between the MNO sub brand & the core MNO brand price point
Figure 11 - A bar chart showing the difference in pricing between the core MNO brand & the MNO sub brand (in Euro per month)
Figure 12 - A table showing the difference in pricing between the core MNO brand & the MNO sub brand (in Euro per month)
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- 48
- Clear Mobile
- Comviq
- Tele2
Methodology
The analyst researches its reports typically within a three-month period. All of its reports are based on primary and secondary research including interviews with relevant companies/operators covered in the report. The analyst also draws on its extensive in-house database and its contacts in the field of telecommunications it has established since the company was launched in 2006.
The analyst has 26-years of experience in the field of telecoms pricing both mobile and fixed. They have a network of consultants as well as a multi-lingual research team, with languages spoken French, German, Polish and Spanish.
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