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Virtual Lessons Learned
                     MVNO Business and
                     Partnering Strategies

               ...
About Bell Mobility


 A division of Bell Canada – Bell Canada of Parent
  BCE– largest corporation
  in Canada
 More th...
2003, The Hard Realities


Highly competitive Canadian market

Bell Mobility market share challenged

Industry consolid...
Analysis

Review of key internal           Concluded that:
indicators …

                                     – Bell Mobil...
Changing Traditional Mindset

MVNO – a positive competitive opportunity
  – Leverage a recognized brand with complementar...
Virgin Mobile – The Inspiration

 Leverage established brand to target youth market
  –   Building teams with young and i...
Some Result

Success in reaching youth market through both Virgin
and Bell brands
Stimulated new thinking, drives new mi...
Operator Lessons Learned

 Deal Structure
    –   Pick your partners carefully
    –   Use win-win structure to focus the...
US MVNO Landscape
 MVNO Examples                                                              MVNO Examples
 Mobile PCS   ...
Generic MNO/MVNO/MVNE Outcomes



•MNO’s, MVNO,s, MVNE’s Grow        MNO       MNO




•MVNO’s grow more than MNO’s
      ...
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CTIA 2006 Las Vegas, "Mvno Virtual Lessons Learned", Jean Barrette, Speaker

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CTIA 2006, "Virtual Lessons\'s Learned - MVNO\'s in Canada", Jean Barrette, Speaker

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CTIA 2006 Las Vegas, "Mvno Virtual Lessons Learned", Jean Barrette, Speaker

  1. 1. Virtual Lessons Learned MVNO Business and Partnering Strategies Jean Barrette General Manager, Products Bell Mobility MVNO Outlook Emerging Ops Track
  2. 2. About Bell Mobility  A division of Bell Canada – Bell Canada of Parent BCE– largest corporation in Canada  More than 5 million subscribers (33% market share)  National CDMA network  Over $3 billion in annual revenue  Leader in innovative wireless offerings for consumer, business and wholesale customers MVNO Outlook Emerging Ops Track
  3. 3. 2003, The Hard Realities Highly competitive Canadian market Bell Mobility market share challenged Industry consolidation bumped Bell Mobility from #1 subscriber position Conservative brand – limited appeal in some high growth segments Needed to revitalize, recreate and evolve MVNO Outlook Emerging Ops Track
  4. 4. Analysis Review of key internal Concluded that: indicators … – Bell Mobility needs to – Marketing strategy aggressively pursue – Market share youth market – Advertising reach – Need to stimulate mindset change, – Brand SWOT marketing strategies – Distribution SWOT and approach – PrePaid/PostPaid mix – Partnership opportunities MVNO Outlook Emerging Ops Track
  5. 5. Changing Traditional Mindset MVNO – a positive competitive opportunity – Leverage a recognized brand with complementary attributes – Network becomes the product (MVNO) Virgin Mobile Canada (MVNO) + Bell Mobility (MNO) MVNO Outlook Emerging Ops Track
  6. 6. Virgin Mobile – The Inspiration  Leverage established brand to target youth market – Building teams with young and innovative resources – Bold, bright colors, creative packaging Virgin Menu – „Themed‟ YOUTHENIZED advertising – Simplified language and product offering – Introduced new, fun handsets – New Products • Free Text • Push to Talk • MSN messaging • Ring back tunes • Games • Video MVNO Outlook Emerging Ops Track
  7. 7. Some Result Success in reaching youth market through both Virgin and Bell brands Stimulated new thinking, drives new mindset Reviewed existing partnerships, create new ones Energized teams Heightened level of energy and creativity from internal resources Increased aggressiveness and innovation in product offerings and value added services MVNO Outlook Emerging Ops Track
  8. 8. Operator Lessons Learned  Deal Structure – Pick your partners carefully – Use win-win structure to focus the partnership: complement and differentiate – Executive support and operational rules of engagement – Plan to change the game – Plan the next steps – Plan an exit  Pre-launch – It is never as simple as you think. Are you MVNO ready? • Service Layer, CRM, Enterprise Application Integrations for example – Clear view of what the end state is will drive how to get there – Choose your vendors wisely  Post launch – Change Request and clear “Rules of Engagement” to avoid conflicting priorities • For example human and financial resource allocation – Attitude change and increased focus – Plan for growth, it does not stop after launch – Cost effective differentiation MVNO Outlook Emerging Ops Track
  9. 9. US MVNO Landscape MVNO Examples MVNO Examples Mobile PCS Amp'd Mobile U Mobile EarthLink Disney Mobile Helio / SK Earthlink 9278 Mobile IDT GSR Mobile Page Plus Illustrative US Market Share STI Mobile RockitTalk Virgin Mobile USA ZUMA Prepaid Wireless Sprint-Nextel Liberty Wireless Sprint-Nextel Movida Communications Others ESPN Kajeet … Verizon MVNE Examples (ZTAR) 7-Eleven Speak Out Bratz Mobile Circle-K quot;Talk-and-Go Mobile … MVNO Examples Cool.Prepaid Firefly Mobile Verizon NET10 TuYo Mobile Cingular Cingular MVNO Outlook Emerging Ops Track
  10. 10. Generic MNO/MVNO/MVNE Outcomes •MNO’s, MVNO,s, MVNE’s Grow MNO MNO •MVNO’s grow more than MNO’s MNO MNO •MNO’s grow, MVNO’s and MNO MNO MVNE’s grow but consolidate MVNO Outlook Emerging Ops Track

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