How is MVNO:s changing MNO:s acquisition &
retention and more…From a personal perspective
Freddy Lundmark, MVNO Products &...
The Next 25 minutes...


• Change of MNO Acquisition & Retention Strategies?

• Can both go after the same customers? Who ...
Freddy Lundmark
MVNO Products & Service Delivery Manager


• Europolitan

• Europolitan Vodafone

• Vodafone

• Telenor Sw...
Understanding today's situation
by understanding the past...

• Original Wholesale Strategy

• Regulator

• Over-capacity ...
"If you can't beat them - join
 them and make some money on
 it! Turn it into an profitable
 affair!"
Europolitan's orgina...
Terms...
so that you know what I mean when saying...

• Mobile Virtual Operator (MVNO)

• Service Provider (SP)




      ...
What's the difference..?


• Freedom vs. Simplicity

• Investments vs. Pay-as-you-grow

• Term used will be MVNO for both
...
Where does this leave us now?
How is an MNO influenced by an MVNO?

• First reaction...

• Second reaction…

• Now – here ...
Service Environment vs No-frills
How to do as MNO?

• Brand Power!

• What can I do that my virtual competitor can't?

• B...
"It's in the long term a Dead-End
 trying to emulate the No-Frills,
 Low-Cost business model for an
 MNO"




            ...
What about the MVNO then?
What shall they do?

• Yes! It is important!

• Emotional Driven Business Decisions

• Help the ...
Can Both Go After The Same Customers?
Who will win out & why?


• Yes & No

• Yes - It's possible

• No - It's not good bu...
"Hey There - Come to us! We are
 on xxx: network - the same
 network as you have today! You
 will have the same network
 f...
“We don’t believe in our Brand
 Strength and Core Proposition
 ourselves either so let’s do a
 copy-paste on our host and ...
"You want some more
 functionality. OK! - Tricky, lot to
 do internally - Can't promise
 anything…

 By the way - your Who...
“The MNO will probably always
 win this kind of battle - they
 control

    THE MOBILE NETWORK!”          16
It takes two to Tango!
MVNO Part


• Who's your customer

• Get to know them inside - out!

• Team up with small MNO

• Mo...
It takes two to Tango!
MNO Part


• Trust your Brand Strength

• Myth of Cannibalization

• Is my Brand the right Brand?

...
MVNO:s as a Pressure Group
Why does MNO:S negotiate?


• Early Stage - Window of Opportunity

• Grow Base in mature market...
"What choice do I have?”




                           20
"To have the competition AND
 the revenues or only the
 competion - that's what I have
 to choose from!"




             ...
Welcome to Telenor
…if your are planning to expand your Business to Sweden




                                           ...
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How is MVNO:s changing MNO Acquisition & Retention - Slides

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Slides to the presentation held at the MVNO Industry Summit in Barcelona 2009

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How is MVNO:s changing MNO Acquisition & Retention - Slides

  1. 1. How is MVNO:s changing MNO:s acquisition & retention and more…From a personal perspective Freddy Lundmark, MVNO Products & Service Delivery Manager May 14, 2009 at the MVNO Industry Summit 2009 1
  2. 2. The Next 25 minutes... • Change of MNO Acquisition & Retention Strategies? • Can both go after the same customers? Who will win out and why? • Richer Service Environment vs. Low-Cost-No Frills? • Why does MNO:s negotiate at all? 2
  3. 3. Freddy Lundmark MVNO Products & Service Delivery Manager • Europolitan • Europolitan Vodafone • Vodafone • Telenor Sweden 3
  4. 4. Understanding today's situation by understanding the past... • Original Wholesale Strategy • Regulator • Over-capacity - What a word! 4
  5. 5. "If you can't beat them - join them and make some money on it! Turn it into an profitable affair!" Europolitan's orginal Wholesale "Strategy" in 2001 5
  6. 6. Terms... so that you know what I mean when saying... • Mobile Virtual Operator (MVNO) • Service Provider (SP) 6
  7. 7. What's the difference..? • Freedom vs. Simplicity • Investments vs. Pay-as-you-grow • Term used will be MVNO for both 7
  8. 8. Where does this leave us now? How is an MNO influenced by an MVNO? • First reaction... • Second reaction… • Now – here we are. What do we do now? 8
  9. 9. Service Environment vs No-frills How to do as MNO? • Brand Power! • What can I do that my virtual competitor can't? • Brand preference? • Is this our customers? 9
  10. 10. "It's in the long term a Dead-End trying to emulate the No-Frills, Low-Cost business model for an MNO" 10
  11. 11. What about the MVNO then? What shall they do? • Yes! It is important! • Emotional Driven Business Decisions • Help the Wholesale Department to Convince • Confidence and trust is very important 11
  12. 12. Can Both Go After The Same Customers? Who will win out & why? • Yes & No • Yes - It's possible • No - It's not good business 12
  13. 13. "Hey There - Come to us! We are on xxx: network - the same network as you have today! You will have the same network feeling and coverage as today but you will pay less!" Real World argument heard from on an MVNO 13
  14. 14. “We don’t believe in our Brand Strength and Core Proposition ourselves either so let’s do a copy-paste on our host and use their Brand Strength" 14
  15. 15. "You want some more functionality. OK! - Tricky, lot to do internally - Can't promise anything… By the way - your Wholesale prices must be increased due to market fact A, B and C. Don't call us - We'll call you!" 15
  16. 16. “The MNO will probably always win this kind of battle - they control THE MOBILE NETWORK!” 16
  17. 17. It takes two to Tango! MVNO Part • Who's your customer • Get to know them inside - out! • Team up with small MNO • Money & Time • Long-Lasting partnership 17
  18. 18. It takes two to Tango! MNO Part • Trust your Brand Strength • Myth of Cannibalization • Is my Brand the right Brand? • Is someone else doing this better than me? 18
  19. 19. MVNO:s as a Pressure Group Why does MNO:S negotiate? • Early Stage - Window of Opportunity • Grow Base in mature market = Buy Customers from Competitor • Money Talks • Bottom Line • Business on the Margin 19
  20. 20. "What choice do I have?” 20
  21. 21. "To have the competition AND the revenues or only the competion - that's what I have to choose from!" 21
  22. 22. Welcome to Telenor …if your are planning to expand your Business to Sweden 22

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