Understanding the mobile technology market
Supported:
Spain, German
the regulation supports the MVNOs that w
Not supported:
y, Fr
ant to operate (e.g., in
port them (e.g.
MVNOs are allowed to enter but the regulations do not sup
ance, Ireland and Finland).
-
Not permitted:
, in P
the entry of MVNOs is specifically prohibited (e.g.
ortugal, Belgium, the Netherlands and Greece).
, in Italy).
As regards control b
that is willing to share their network with them. When they find one, they ha
y the operators, the MVNOs face the challenge of finding one
to pa
guar
y a great deal of money to use the network, as well as providing strong
ve
pendence on the MNOs once they ha
antees in order to reach agreements that create a v
ve been reached. The MNOs see the virtual
ery high level of de-
oper
tribute to the MNOs’ business, but on the other
ators as competitors, as well as partners, as on one hand they can con
, they also increase competition
-
in the market.
In recent y
greater or lesser extent and reaching agreements with MVNOs all o
ears, more and more MNOs have been opening their networks to a
world. This has led to an increase in competition and a reduction in prices and
ver the
oper
vital for both agents to define str
ator profits in markets such as Denmark and S
ategies that seek mutual benefit.
weden. For this reason, it is
For Accenture, the factors in the success of the MVNOs are as follows
32
:
Understanding the value proposal. The experiences of the consulting firm
cus and v
show how difficult it is for companies to clearly define their business plan, fo
paid mobile service for the Spanish-speaking mark
alue proposal. In this respect, TuYo
33
is a good practice. It is a pre
-
-
loads of ringtones and specific gr
et, which provides down-
bilingual agents that are able to pro
aphics for this segment. The oper
vide services to customers whose primary
ator has
language is Spanish.
Have a recognized brand and specific knowledge in telecommunications.
R
a
each reliable agreements with communications operators. MVNOs must be
the basis for consolidation, as well as a distinguishing factor of added v
ware that a top-flight network that provides quality and speedy service is
for the product.
alue
Digital F
32
El auge de los MVNO”
http://www
orum. F
. Accenture
.digitalforum.accenture.
ebruary 2007.
Define the operational processes and technological platform correctly
com/DigitalF
definition of the operational processes and implementation of back
. Clear
Edition/Faces/El+auge+de+los+MV
orum/Argentina/Current
NO.htm.
systems, in
livery platform are vital for the success of the MVNO
voicing, customer service, network interfaces and the service-de
-office
.
-
33
http://www
TuYo:
.tuyo.com/chooser.aspx. Successful management of the launch.
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
38
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