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Tier 1 Operators - MVNO Market Development Strategies

Tier 1s may choose MVNO partners that already operate successfully in well-defined market segments. This report highlights the need for Tier 1s to identify the criteria they require to assess each potential partner in their market. The benefits for Tier 1s of hosting MVNOs are often unclear, and they may conclude that there is no strategic advantage. This report highlights examples where MVNOs have created value for Tier 1s with their business models, and where Tier 1s have missed opportunities with innovative partners.

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1
Overview
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2
Why should Tier 1s care about MVNOs?
2
2.1
Maturing markets
2
2.2
Consumers driven primarily by handsets and by basic service price
2
2.3
Subscriber acquisition costs
3
2.4
Allow others to address specific segments...and let them shoulder the risk
3
3
Strategies for Tier 1s to accommodate MVNOs
4
3.1
Decide the policy for partnerships with MVNOs
4
3.1.1
CBB & Telmore in Denmark
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3.2
Determine the potential partners and the types of possible competitors
6
3.2.1
Price/Value
6
3.2.2
Affinity players
7
3.2.3
Community segmented
7
3.2.4
Lifestyle & technology players
8
3.3
Be selective: choose the right MVNO partners
9
3.3.1
A strong brand allied with a smart marketing plan
10
3.3.2
Ambitious growth plans, and realistic growth potential
10
3.3.3
Distribution network and customer touchpoints
11
3.3.4
Strategic benefit
11
3.4
Partner with MVNEs?
11
3.5
Negotiate the right wholesale agreements
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3.6
Look to create value for shareholders
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4
Risks
12
4.1
Cannibalisation, or a reduction in the value of the market?
12
4.2
No sure-fire certainties
13
4.3
Customer ownership and development
13
4.3.1
Saunalahti, TeliaSonera and Elisa in Finland
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4.3.2
Customer development
14
4.4
Rivals aggressively signing new MVNOs
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4.5
Is it necessary to partner with MVNOs?
14
5
Conclusion
15