3 key opportunities for MVNEs to increase business values and build successful partnerships with MVNOs

 

The next two years predict the growth of Mobile Virtual Network Operators (MVNOs) on a large scale. In developed markets, these companies already control between 10 and 40% of the mobile business and their size globally is estimated to reach a value of $103 billion by 2023. This growth comes with challenges for the players who are already or will be in this ecosystem in the coming years. 

Here are three examples of how Mobile Virtual Network Enablers (MVNEs)  MVNEs can accomplish unique opportunities to increase their business value and pursue win-win relationships by partnering with MVNOs. 

1.Segmentation

 

With a voluminous subscriber base, traditional operators face challenges to transform data into comprehensive insights and create segmented customer bases. This consequently reduces companies’ possibilities to communicate with subscribers according to their actual needs and reduces the potential for new services adoption. Operators who focus their strategies on segmenting customers by location, devices, and multiple filters, will be able to build specially designed offers for these demands and convey the idea of more personalized attention, as well as increase return on investment in campaigns by talking to a qualified target.  

Since MVNOs have smaller team structures dedicated to marketing campaigns, they are increasingly seeking agreements with operators that maintain a well-structured database and solutions that allow them to develop unique segmentations and build products for specific segments that do not cannibalize their partners’ offerings.  

By relying on more flexible models, Mobile Virtual Network Operators seek to cover market groups that would be high cost for traditional services or that would not be their target, such as specific demographic groups or users who decide to stay in a certain territory for a brief period of time. To support MVNOs in identifying these groups and differentiating themselves in their markets, MVNES can enhance data analytics capabilities and help them across customer journey. 

 

2. Detailed commercial offer

In developed regions the MVNO market is already moving towards a more mature stage, however, in other parts of the world, players are still adapting to the process of negotiating with each other when it comes to partnerships between MVNOs and MVNEs. This process demands clear communication skills about the business possibilities involved, as well as the market potential that the subscriber base can have. 

When studying the possibility of establishing a partnership with Mobile Virtual Network Enablers, MVNOs seek to understand in detail the impact that the pricing of services and products can have on their business plan, as well as the effort required to acquire new customers. By making clear to both parties the deal that margin can obtain, it is possible to anticipate overlapping service offerings. 

Careful documentation with prior analysis coupled with segmentation tools helps virtual operators project their growth and thus develop new business models that target a customer base capable of ensuring concrete growth for MVNOs. For this reason, MVNEs need to differentiate beyond the core and create alternative and easy-to-launch commercial models to guarantee MVNOs market launch speed from the contract sign off stage. 

3. Real time customer engagement solutions 

Growing virtual operators have in common the management of the customer experience at elevated levels across all touch points, especially for eSIM activation, campaigns, and device updates. Service flexibility can generate more proximity with non-traditional customer segments, such as younger generations, for example. Such audiences have a profile that demands to consume services on their own terms and in reduced response times. 

To meet this demand, MVNOs seek to increase their value perception by creating fixed-price products, fully digital payment systems that do not impose a monthly subscription, and service offerings that align with consumer habits. To do this, they seek Enablers services that offer real-time information about the subscriber base and that can be obtained for less investment. 

When estimating how they will communicate with subscribers, virtual companies take into consideration that they have smaller teams for segmentation and campaign production, so they look for intuitive, simple solutions that allow automated campaigns. 

If you want to know more about how you can build win-win relationships with MVNOs, find out how to segment groups of subscribers and generate campaigns in real time and in an intuitive way with TargetMe 

With success cases developed by partnering with operators around the world, TargetMe is a simple and quick-to-implement solution that helps them get to know and engage their subscribers. The solution allows reduced marketing and business intelligence teams to generate multiple combinations of subscriber segments and offer products and services according to their needs. Find out more about how to increase profitability and generate more value for your company. 

Leave Comment