MVNO Success

SUMMARY

The MVNO market is currently growing, with demand for lifestyle oriented services such as those for the young and those for the old, as well as discount MVNOs being particularly in demand.

TABLE OF CONTENTS

1. EXECUTIVE SUMMARY

• 1.1 The MVNO market opportunity
• 1.2 MVNO Strengths and Weaknesses
  • 1.2.1 MVNOs are focused solely on the consumer part of business processes
  • 1.2.2 MVNOs may bring a wealth of expertise in consumer relations outside of mobile
  • 1.2.3 MVNOs do not control their own network
• 1.3 Barriers to entry are low, competition will be high
• 1.4 Which MVNO market?
  • 1.4.1 The Lifestyle market
  • 1.4.2 Youth MVNOs
  • 1.4.3 Senior Citizen MVNOs
  • 1.4.4 Discount MVNOs
  • 1.4.5 Other opportunities
• 1.5 Realizing the MVNO market opportunity
  • 1.5.1 The Business CV - Brand goodwill and Operational Efficiency
  • 1.5.2 MVNO or content provider?
• 1.6 MVNO Business Models - 4 Entry Strategies
  • 1.6.1 The MVNO Window - a tool for assessing entry strategies
  • 1.7 5 Steps to effective MVNO planning using the MVNO star
  • 1.7.1 When planning fails
• 1.8 Evidence
  • 1.8.1 MVNO example success stories
    • 1.8.1.1 Virgin Mobile
    • 1.8.1.2 Boost Mobile
  • 1.8.2 MVNO failures
• 1.9 Conclusion

2. REPORT SCOPE

• 2.1 What is the objective of this report?
  • 2.1.1 For potential MVNOs
  • 2.1.2 For existing MVNOs and incumbent operators
• 2.2 How is the report structured?

3. INTRODUCTION

• 3.1 What is an MVNO?
• 3.2 What is the difference between an MVNO and an MNO?
• 3.3 What does the MVNO mean to me?
  • 3.3.1 Established operators
  • 3.3.2 Consumers

4. OPPORTUNITIES

• 4.1 Opportunities measured by market potential
  • 4.1.1 Youth oriented lifestyle MVNOs
    • Figure 1: Potential subscribers
    • Table 1: Potential subscribers
    • Figure 2: Potential ARPU
    • Table 2: Potential ARPU
    • Figure 3: Potential revenues
    • Table 3: Potential revenues
  • 4.1.2 Senior citizen oriented MVNOs
    • Figure 4: Potential subscribers
    • Table 4: Potential subscribers
    • Figure 5: Potential ARPU
    • Table 5: Potential ARPU
    • Figure 6: Potential revenues
    • Table 6: Potential revenues
  • 4.1.3 Discount "No Frills" MVNOs
    • Figure 7: Potential subscribers
    • Table 7: Potential subscribers
    • Figure 8: Potential ARPU
    • Table 8: Potential ARPU
    • Figure 9: Potential revenues
    • Table 9: Potential revenues
  • 4.1.4 Other opportunities

5. HOW DO WE CONVERT MVNO INTEREST INTO OPPORTUNITIES?

• 5.1 What business assets can be imported to the MVNO market?
  • 5.1.1 Building on existing strengths
  • 5.1.2 Competitive position against established market
    • Box 1: Business CV
    • Box 2: Elements of Core Value (CV)
• 5.2 What are the available MVNO business models?
  • 5.2.1 4 Types of MVNO Business Model
    • 5.2.1.1 Lifestyle MVNOs - building on brand goodwill to provide innovation
    • 5.2.1.2 Champion MVNOs - affordability without sacrificing quality
    • 5.2.1.3 No-Frills MVNOs - the bare-bones mobile service at rock-bottom prices
    • 5.2.1.4 Institution MVNOs - leaning on monopolistic positions

6. EXECUTION

• 6.1 What are the 5 key elements of an MVNO Business Plan?
  • 6.1.1 The 5 Key Elements of an MVNO Business Plan
• 6.2 What is effective MVNO planning?
  • 6.2.1 Measuring effective planning
  • 6.2.2 The MVNO Star
• 6.3 Planning around the CV - How should MVNOs plan around their strengths?
  • 6.3.1 Champion MVNOs (Good Brand Goodwill and High Operational Efficiency)
  • 6.3.2 Institution MVNOs (Low Brand Goodwill and Low Operational Efficiency)
• 6.4 When does MVNO planning go wrong?
  • 6.4.1 Planning Dissonance

7. CASE STUDIES

• 7.1 Virgin Mobile (UK)
  • 7.1.1 Company Overview
  • 7.1.2 Marketing Strategy
  • 7.1.3 Services Strategy
  • 7.1.4 Handset Strategy
  • 7.1.5 MVNO star assessment
• 7.2 Virgin Mobile (USA)
  • 7.2.1 Company Overview
  • 7.2.2 Marketing Strategy
  • 7.2.3 Services Strategy
  • 7.2.4 Handset Strategy
  • 7.2.5 MVNO star assessment
• 7.3 7-Eleven (US)
  • 7.3.1 Company Overview
  • 7.3.2 Marketing Strategy
  • 7.3.3 Services Strategy
  • 7.3.4 Handset Strategy
  • 7.3.5 MVNO star assessment
• 7.4 easyMobile (UK)
  • 7.4.1 Company Overview
  • 7.4.2 Marketing Strategy
  • 7.4.3 Services Strategy
  • 7.4.4 Handset Strategy
  • 7.4.5 MVNO star assessment
• 7.5 Boost Mobile (US)
  • 7.5.1 Company Overview
  • 7.5.2 Marketing Strategy
  • 7.5.3 Services Strategy
  • 7.5.4 Handset Strategy
  • 7.5.5 MVNO star assessment
• 7.6 Case Studies of Failed MVNOs
  • 7.6.1 Virgin Mobile in Singapore
  • 7.6.2 Shell Mobile in Hong Kong
  • 7.6.3 MTV in Sweden