Capturing the MVNO Opportunity: MVNO Market & Product Development Strategies
While this report will be of interest to anyone involved in the MVNO space, it will be of particular value to the following groups:
Handset manufacturers
Existing and New MVNO’s
MVNE’s and other MVNO suppliers
Infrastructure providers and application developers
Investment bankers and venture capitalist companies
- Differentiated products or markets alone do not necessarily mean an MVNO can be successful
- Where is the best source of market research and how to obtain it
- What type of MVNO’s are there, set up costs and risks, and margin opportunity cost
- How to find, create and analyse addressable markets
- What is the common thread of successful MVNO start ups and the reason behind failures
- Tips on how to make the product unique and special
- Case studies on some successful start ups in mature markets and what can be learnt from them
- Key factors on what will make an MVNO work and what will not
- Key Risks in establishing and MVNO and some mitigation strategies
- What you need to include when designing tariffs and assessing market viability
- How MVNO’s can increase their revenue streams in the future
1. Introduction. 5
1.1 What is your MVNO fundamentally about?. 5
1.2 MVNO Position in the Value Chain. 5
1.3 Business Model 8
1.4 Customer Types – Post-paid versus Prepaid. 10
2. Analysing the market. 12
2.1. Key market statistics. 12
2.2 Obtaining market statistics. 18
2.3 Using Market Statistics Effectively. 19
3. Establishing your target market. 21
4. Drivers for MVNO.. 25
5. Analysing the Competition. 29
5.1 Current Players in the Broader Mobile Market. 29
5.2 ISPs with Mobile Offerings. 31
5.3 MVNO.. 32
6. Establishing a Strategy. 35
6.1 Types of Strategies. 35
6.1.1 Competing Based on Price. 35
6.1.2 Competing Based on Service. 37
6.2 Factors Determining Selection of a Strategy. 38
7. Business Models. 41
8. Determining Product Portfolio. 44
8.1 Product Strategy. 44
8.2 Product Categories. 46
8.3 Devising a Product Suite using Tariffs. 53
8.4 Determining the Price Elasticity. 56
9. Adopting MVNO Channels. 58
10. Presentation of Product Suite. 61
11. MVNO Structure. 67
11.1 MVNO Organisational Functions. 67
11.2 MVNO Architectures. 67
11.3 Infrastructure Building Strategies. 70
11.4 MVNO Engagement Models. 73
12. Economic Analysis. 76
12.1 Financial Metrics. 76
12.2 Pricing Strategy. 78
12.3 Analysing Market Viability. 79
13. Assessing and Managing MVNO Risks. 82
131. Analysing Risks. 82
13.2 Risk Mitigation Strategies. 83
14. Critical Success Factors for MVNO.. 86
15. Analysing the MVNO ventures. 90
16. Likely Future Developments in MVNO Market. 95
17. Conclusion. 98
References 101
