| Request a sample from "The Infoshop", another service of Global Information.
|
SUMMARY
In this report we examine the issues involved in starting up and operating a
successful MVNO business including aspects such as branding, market
segmentation, pricing, margins and distribution. We examine the different
market entry strategies adopted by MVNO players and provide an in-depth
analysis of Virgin Mobile's positioning and the reasons behind its success in
the UK market.
We believe the days of 'discount driven' MVNOs are numbered. Future MVNO
success stories will be based on 'value added' positioning. In some cases this
may be achieved on the back of a strong brand and very effective marketing as
in the case of Virgin Mobile. However we also expect to see future MVNO
successes emerge from specialist MVNOs targeting the needs of substantial and
well-defined groups. Examples include MVNOs addressing charity,
ethnic/immigrant, and international traveller groups. Detailed examples are
presented in the current report.
TABLE OF CONTENTS
- 1Overview1
- 1.1MVNO Definition1
- 1.2MVNO Categories1
- 2MVNO Business Models3
- 2.1Critical Success Factors5
- 2.2Financial Implications6
- 2.2.1Set-up Costs6
- 2.2.2Operational Expenses & Revenue Margins6
- 3New Market Entrant Strategies9
- 3.1Discount Providers9
- 3.2Niche and Value-Added Providers12
- 3.2.1call4care Targeting the Charity Segment13
- 3.2.2Movida Focus on Ethnic Communities13
- 3.2.3Transatel Offering Multi-Country Services15
- 4Virgin Mobile Performance in the UK Market17
- 4.1Background17
- 4.2Supply Agreement with T-Mobile17
- 4.3Basic Service Offer & Key Target Segment18
- 4.4Competitors' Offers19
- 4.5Move to Target Contract Segment21
- 4.6Value Added Service Propositions23
- 4.7Market Impact25
- 4.8Key Factors Behind Virgin's Success27
- 4.8.1Examples of Marketing Initiatives29
|
