Understanding the mobile technology market
P
which can be grouped under a single heading—“emotional MVNOs”—
olitical parties, NGOs and radio stations are studying projects of this t
to attr
which aim
ype,
Móvil
act customers based on brand-associated values. For example, XL
prices and conditions for members of the same family
37
, whose slogan says that “family is most important,
also symptomatic, with its target market almost exclusiv
. The case of
” offers discounted
Lebara
38
is
million immigrants in Spain.
ely focused on the 5.5
The MVNOs ha
niche, which does not necessarily ha
ve the opportunity to offer a specific product for each market
stead on an interesting v
ve to be based solely on the price, but in-
tor’s strategy to price slashing ma
alue proposition for consumers. Restricting the opera-
er these services among those with the most negativ
y have its risks and lead consumers to consid-
“low-cost”.
e connotations of the term
Profiles of the MVNOs
According to a study conducted b
nications Analysis Center), the profiles of the companies potentially interested in
y Enter (Information Society and Telecommu-
oper
http://www
37
XL Móvil:
.xlmovil.es/.
dertak
ating as MVNOs are highly v
en in Spain to date ha
aried; in fact, the initiatives that have been un-
tors and with widely different assets, capabilities and interests, including
ve been carried out by companies from various sec
39
:
-
mobile.es/en
38
Lebara: http://www
.
.lebara-
T
Virtuales: impacto en el sector
39
Los Operadores Móviles
include mobilit
elecommunications oper
y in their r
ators, who are either fixed-line operators looking to
F
de la telefonía móvil.
ebruary 2006.
Enter. tions in other markets where they do not ha
ange, or mobile oper
v
ators wanting to begin opera-
use their technical capabilities for infrastructures and products and services
e a license. These operators can
http://www
40
Euskaltel: for lev
_int_particulares.jsp?linea=telefoni
.euskaltel.es/web/home
amovil.
customer
erage, as well as their knowledge and even their relationship with the
use it as a port of entry for fix
, and thereby generate additional rev
ed-mobile conv
enues. Fixed-line operators can
http://web
41
Telecable:
an excessive cost. Examples of this include Euskaltel
ergence, without this in
40
,
volving
DM=4&NM=2
.telecable.es/portal.do?I
.
British Telecom
42
.
Telecable
41
and
http://www
42
British Telecom:
usiness/es/es/index.html
.btglobalservices.com/b
.
se can tak
Other companies in the telecommunications sector, such as distributors. The-
43
ONO:
http://www.ono.es/.
tor
e the opportunity and operate based on their knowledge of the sec-
miliar to the user and a distribution network that is already oper
, a range of complementary products and services, a brand that ma
ational for
y be fa-
44
Jazztel:
http://www.jazztel.com/. this service. Examples include ONO
43
and Jazztel
44
.
http://www
45
Virgen Mobile:
obile/.
.virgin.com/gateways/m
This sector will be especially important with UMT
Companies in the multimedia sector seeking wa
S / 3G v
ys to market their content.
https://www
46
Bankinter:
.bankinter.com/.
development of wireless broadband. For example, Virgin Mobile
oice services and the
45
.
47
BBVA:
https://www.bbva.es/. Companies in the financial sector
http://www
48
La Caixa:
.lacaixa.es/.
bile services exclusiv
, such as Bankinter
46
, which offer their mo-
tor are expected to see the light in 2009, including
ely to their customers. Other MVNOs in the financial sec
BBVA
47
and La Caixa
48
.
-
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
40
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