Tier 3 & 4 Operators - MVNO Market Development Strategies

SUMMARY

In this report we analyse the approach taken by Tier 3 and Tier 4 mobile operators to the development of Mobile Virtual Network Operator businesses, directly or in partnership with others.

We examine the different market development strategies adopted by MNOs when addressing the MVNO business opportunity and provide an in-depth analysis of the multi-brand strategy adopted by BASE, a Tier 3 operator in the Belgian market. Employing a multi-brand approach to address a variety of niche market segments, BASE has successfully grown its market share by 50%, increased its ARPU by 25% and also reduced sales acquisition costs, over the course of the last three years. Much of this success has been achieved on the back of its MVNO business development strategy.

TABLE OF CONTENTS

1 Overview

• 1.1 MNO's Positioning

2 BASE Multi-Brand Strategy

• 2.1 Background
• 2.2 MVNO Brands and Target Customer Segments
  • 2.2.1 HappyMany One-Stop Provider
  • 2.2.2 TMF Targeting the Youth Segment
  • 2.2.3 Simyo Discount Provider
• 2.3 Impact on KPIs
• 2.4 KPN Group Multi-Brand Strategy Outside Belgium