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SUMMARY
In order to become a successful MVNO, fixed operators need to deal with the
three key challenges: find a MVNO friendly MNO, negotiate the right wholesale
rate and devise a winning marketing strategy.
The scale of these challenges varies from market to market. Even though the
first two are becoming easier to address, developing a winning MVNO marketing
strategy is becoming more difficult in light of the proliferation of MVNOs,
maturity of the mobile markets and the resulting intensifying competition.
TABLE OF CONTENTS
Key messages
- The big MVNO need
- Three key challenges on the road to success
- Stress the benefits, address the concerns
- Mixed success to date
Why take the MVNO route?
- Revenue growth and FMS
- FMC-based solutions
Three key challenges to success as MVNOs
- Finding an MVNO-friendly MNO
- Negotiating the right wholesale rate
- Developing the right marketing strategy
Fixed operator MVNOs: progress to date
- Still early days
- Mixed success to date
BT case study
- Ovum view
- Strategy analysis
- Success to date
Neuf Cegetel case study
- Ovum view
- Strategy analysis
- Success to date
Tele2 case study
- Ovum view
- Strategy analysis
- Success to date
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