Source Dell / Jared Jacobs
The mobile telecommunications industry is evolving quickly, and MVNOs must remain agile in order to keep up. With that in mind, here’s a look at some of the top challenges and changes on the horizon, and some strategies MVNOs can use to make those into opportunities:
Branding – Staying Relevant
Many consumers are not familiar with the MVNO concept—they aren’t sure what services MVNOs provide or how they differ from traditional wireless companies. Because this is true, mobile virtual network opportunities can really take charge of the conversation and innovating in their product offerings.
The key is to invest in the business intelligence necessary to understand the consumer and the market. Up to this point, many MVNOs have set themselves up as the antidote to traditional carriers—customers who are tired of fees and limits on data use can turn to MVNOs for a more straightforward pricing and lower average costs. While this may still be the best way to brand for some, other companies may need to reevaluate the market and Try to discover what consumers are really interested in. Once they know, they can offer products and services such as exclusive content and enhanced performance that will make them stand out as innovators.
As customers continue to value data over voice or other traditional telco services, MVNOs need to be ready to make the switch. Part of this will be dealing with OTT players. Customers expect high performance and user experience from OTT services, and most blame their wireless provider when something goes wrong.
The additional bandwidth needed for OTT services may create a problem for MVNOs that do not see any additional income from providing these services. To deal with this, operators need to change their focus from legacy voice-driven plans to more consumer-driven, data-centric plans. Players may also need to look into expanding their capacity to handle new services and deliver better-quality service.
Developing and Monetizing New Services
MVNOs should be on the lookout for ways that they can develop their own OTT-related services such as high quality video, low-cost international calling, and mobile office environments. They can also investigate partnerships with over-the-top service providers to provide exclusive content or features on their networks.
By providing new and innovative technology, operators can set themselves up as leaders in the industry. Technology roll-outs need to be delivered quickly—MVNOs should try to deliver one new service every few months in order to remain at the top of customers’ minds.
Using Big Data
Another opportunity for growth comes in the form of big data—using customer behavior and demographic information to gain unique insights into what’s important in the market. In addition to helping to plan strategy and product and service offerings on a company-wide scale, this data can be used on an individual basis to offer value-added services to consumers who want them.
In this way, sales representatives can identify successful cross-selling opportunities. Customers can get more of what they want, thereby creating a better experience and increasing satisfaction and retention.
What do you see as the top challenges in the telco industry? How can MVNOs be more prepared to meet them?
Jared Jacobs has professional and personal interests in everything technology. As an employee of Dell, he has to stay up to date on the latest trends and breakthroughs in large enterprise solutions and consumer electronics buying trends. In his spare time he is tinkering with sound systems and other awesome gadgets he can get his hands on. He’s also a big Rockets and Texans fan. Find out about Dell OEM’s carrier-grade solutions.