Technological progress is the primary driving force in today’s changing environment and communications industry. The digital services era is evolving rapidly, and the B2B market is more or less a significant contributor to the entire process. The increased involvement of mobile devices merged with the technological aspect is molding the overall scenario for mobile virtual network operators or MVNOs. The highly competitive and dynamic workspace makes it easy for users to be approachable, and these MVNOs make it even easier. Here are some of the primary types of MVNOs you would like to know about.
Lifestyle MVNOs
These MVNOs are also called niche MVNOs, their main focus lies in specific niche markets. It varies from very young categories to senior citizens. Specific target segmented needs are adjusted to handset offers and pricing plans. Some of these are:
Youth-oriented – This is related to the launch of Boost Mobile in 2002 in the United States. They offered two-way messaging and wireless web, including virtual social networking, nationwide instant communications, and gaming capabilities. The market strategy included television programs, action sports events, concerts, festivals, and other activities. Currently, they have more than 5 million subscribers.
Family oriented – Business strategies are effectively essential for MVNOs despite the service they are offering and whatever brand name they hold. The best example is Disney. It was launched as a family service in the United States in 2006. It includes control features, regular marketing campaigns, and content and games.
Elderly-oriented – The elderly community has been targeted in the United States since 2006. It operates on Verizon Networks. They provide accessible handsets, simple price plans, and 24-hour operator assistance. The operator also focuses on the needs of its target customers and adds services like medication reminders, check-in calls, daily health tips, etc. These services are now top-rated in the US.
Entertainment/Media MVNOs
The recent trends in the mobile industry are what they follow. They embrace content advertising on smartphones. Media MVNOs offer subsidized or free mobile phone services to the ones who are willing to subscribe or are the primary targeted audience. Media brands, carriers, and content firms are overly optimistic about the future of this domain.
Viral marketing is the latest trend in the domain of content advertising. Users can send recommendations for the content they wish to add to their content list through specially designed programs. IoT solutions are one such developmental programs that have made it capable for many to operate over the years and helped users interact with technology. Marketing and these platforms go hand-in-hand.
Discount MVNOs
Nearly one-fourth of the existing MVNOs have decided to choose the discount base model. Their services often include SMS, essential voice services, and lower tariffs for postpaid and prepaid customers. This adds flavor to the cheapest handset devices. Considering long-term sustainability, the approach can be unyielding.
Virgin mobile is the perfect example of a discount MVNO. They started by targeting a massive untapped market in a saturated mobile segment with regional providers and six national carriers that are already operational. They targeted a particular age group which was non-existent till then. Since its launch, it has gained a large number of subscribers and is considered one of the fastest-growing and most successful in the world.
Ethnic MVNOs
As the name suggests, these MVNOs target specific ethnic groups. They leverage international calls to the origin country and ethnic community specified content. There are many thriving communities in the market, and other competitors are also approaching, this makes forecasts optimistic in relation to the upcoming MVNOs.
One of the best-known examples of ethnic MVNOs is LycaMobile. It was launched in 2006 in the Netherlands. It is known for selling international prepaid sim cards to the ones who make calls abroad. Radiofrequency came in contact with mobile phone network operators and made partnerships in places including Belgium, Australia, Denmark, Italy, Spain, Sweden, the UK, etc.
Brand MVNOs
These MVNOs leverage a strong consumer brand that is already existing. They also leverage a point-of-sale distribution network. One of the best examples is the supermarket MVNOs. They leverage their brand value and strengthen their customer base along with development channels.
Have you heard about Tesco? It launched Tesco Mobile in 2003 and became a dominant grocery retailer on the O2 network. They have a strong position in the mobile market of the United Kingdom. With all the support from an established distribution network, Tesco has more than 200 in-store Tesco Phone shops. Tesco rewards its loyal users in many ways, like branded club cards, easy access to Tesco Mobile phones, broadband connection, top-ups, landlines, and Tesco international calling cards.
Today, Tesco has a considerable market share adding up to 2.6 million subscribers, both prepaid and postpaid. Along with it, its phone shop network is developing in regions across the Czech Republic, South Korea, Poland, Hungary, and Turkey.
Data MVNOs
The main focus of data MVNOs is on providing and settlement of data services, videos, games, and various other applications. Research has shown that the data revenues collected by these MVNOs will increase by approximately $25 billion in the next year. Service providers are the ones who take responsibility solely, and content providers rely on them. They offer the delivery and billing of the overall content. Remember that flat data prices have yet to be available in many parts of the world, hence downloadable content can be expensive. However, several operators don’t charge for data, even when the content is being downloaded. Data MVNOs are just a means and an opportunity for content providers to overcome these barriers and come out to be the best.
One of the prominent examples that you all would relate to is Amazon Kindle’s Whispernet. It was successful because of the imaginative play and plug approach that allowed consumers to scroll through the store and download the books they wished to. This was a highly convenient and feasible option offered to every user. Afterward, Amazon clarified that they sold more Kindle books than printed ones.
