Understanding the mobile technology market
The evolution of MVNOs in various geographical areas
Europe has led the w
has flourished to a lesser extent in North America, where almost fift
ay for MVNOs over the past five years. This type of oper
y companies
ator
occup
Western Europe, and ha
y this space. Their services already ha
ve recorded a mark
ve over 30 million subscribers in
years, according to a recent study by IDATE
et growth of 60% over the past two
pean research centers for the telecommunications sector
34
, one of the most renowned Euro
.
-
Spain has more than 20 oper
account for 2% of the mark
ha
et, unlik
ative virtual mobile oper
e markets such as Denmark, where they
ators although they only
a good proportion of customers to tak
ve shares of 15%. However, these new entrants have succeeded in convincing
means of portabilit
e their telephone number with them by
(Annual Report of the CMT
y. Even so
, Spain’
, virtual oper
s Telecommunications Mark
ators’ customer churn is up to 40.5%
et Commission)
35
.
In Spain, forecasts suggest that the number of MVNOs will rise to 40 within two
y
ure will decline to around 15 or 20 in a period of fiv
ears. However, due to processes of concentration and natur
e years, with a joint mark
al selection, this fig
et
-
share of over 10%
36
.
Value proposition
Mobile virtual network oper
business models. However, a common feature can be seen across the board:
ators have so far developed an array of highly varied
they are customer
above all, the capacit
-focused businesses, in which the br
y to adapt to the consumer’s needs are becoming increas
and, personalization and,
ingly important. For that reason, their customer relationship capacities are the
-
cornerstone used by virtual mobile operators when providing their services.
34
IDA
“MVNO – La nouv
TE. 2008.
elle donne”.
http://www
Network operators
Virtual mobile network operators (MVNOs)
p?idrbis=24&title=MVNO%20-
.idate.fr/pages/index.ph
%20The%20new%20deal&idl=7&ru
exclusive capacities
Network operators’ Commercial assets
and capacities
Innovative customer value
brique=etude&idr=16&idp=145#2.
proposition
Brand
T
35
elecommunications Mark
Informe Anual 2007. Spain’
et
s
Commission (CMT). June 2008.
•
http://www
•
R
Spectrum
adio network
Customer
and services
Products
electOption.do
.cmt.es/cmt_ptl_ext/S
.
• Product development
base
(telecom)
• P
• Technical support
Distribution
mobile network within the
ackage of contents and
channels
Customer
services
same identifiable brand
Article: “Oper
36
RedesTelecom.es. 01/09/2008.
Virtuales: Oportunidad o
adores Móviles
Billing
Amenaza”
http://www
.
tajes/200809180009/Oper
.redestelecom.es/R
adores-
epor
Mo
amenaza.aspx
viles-Virtuales--oportunidad-o-
.
Figure 14. Capacities of virtual oper
Source: Enter
ators and network oper
.
ators.
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
39
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