Europe
: 3G will stimulate a new wave of MVNOs that offer services beyond
discount voice calls and SMS and increase benefits for host mobile
operators, according to a new report, The Future of MVNOs in the 3G
Era, published by Analysys, the global advisers on telecoms, IT and
media.
With the number of Mobile
Virtual Network Operators (MVNOs) growing rapidly in developed markets,
MVNOs are already having a significant impact on customer numbers,
churn and ARPU in a number of markets. MVNOs are organisations that
offer distinct end-to-end mobile services using the network capabilities
of an existing mobile operator, but do not own a radio network or
spectrum license.
“With over
100 MVNOs launched in Western Europe and over 25 present or due for
launch in the USA, mobile operators cannot ignore the impact MVNOs
are having”, says Dr Mark Heath ( inset ),
co-author of the report, “MVNOs have acquired nearly a quarter
of all mobile users in Denmark. In the UK, Virgin Mobile has propelled
T-Mobile from last to first place in terms of market share by customer
numbers, while in the USA, Sprint PCS hosts more than 15 MVNOs.”
The report shows that the service capability, capacity and cost limitations
of 2/2.5G networks have constrained the competitive focus of today’s
MVNOs within price competition and limited non-voice offerings. 3G
is now poised to fuel the number and diversity of MVNOs, allowing
a range of organisations to deliver content and services from their
core businesses, including multimedia data services and downloads.
“A new wave of MVNOs are already leading the way”, says
Alastair Brydon, report co-author, “Universal Music, TV channel
M6 and radio station NRJ all plan to set up MVNOs in France. Sports
content provider ESPN, owned by Disney, plans an MVNO in the USA while
a number of data-only MVNOs have emerged with services for mobile
devices.”
The report shows that all mobile operators have something to gain
from hosting 3G MVNOs. “Although only a relatively small number
of mobile operators have taken MVNOs to date – as some perceive
MVNOs in their discount form to be a major threat – the service
capabilities of 3G strengthen the case for mobile operators to embrace
MVNOs”, says Brydon.
The report shows that the growth in 3G MVNOs may cause changes in
host operator allegiances, as mobile operators vie for the right MVNO
partners. “Hosting MVNOs could be the only viable strategy for
3G new entrants to achieve profitability quickly and avoid unsustainable
levels of subscriber acquisition costs”, comments Brydon, “in
addition, mobile operators may find themselves battling not just for
the loyalty of their own customers, but for MVNOs that have millions
of customers.”
The Future of MVNOs in the 3G era reviews the lessons learned from
MVNO activity in Western Europe and North America to date, with case
studies in Denmark, France, the UK and the USA. It considers how the
arrival of 3G will change the MVNO environment in these markets, giving
examples of emerging 3G MVNOs. The report assess the strategic options
for different types of mobile operators (including 3G new entrants)
to take advantage of MVNOs in the 3G era and indicates promising routes
to market for prospective 3G MVNO entrants. The report provides a
set of actions for established mobile operators, 3G new entrants,
existing and prospective MVNOs and industry regulators.
