Product Type: Market Research Report
Published by: IDATE
Published: October 2006
Product Code: R221-159Description At a time when we are witnessing the launch, or announced launch of a growing number of MVNOs, this report seeks to establish the true scope of this phenomenon: will it forge itself a lasting position in the highly competitive telecom services’ landscape, or will it remain confined to a basic service offering?
Starting with a look at the state of MVNOs’ development in the most mature markets and sectors (media, retail), the report then explores the various strategies in place and identifies the chief selling points based on an analysis of the offers and their pricing, marketing and distribution schemes.
Also included in the report is a look at the players who are driving the mobile services market’s growth: how MNOs are responding to this new trend, the stance being taken by integrated operators and what motivates companies - from a wide array of backgrounds (financial institutions, public utilities, automotive manufactures, airlines…) - to become MVNOs.
And, finally, IDATE has established several growth scenarios that will help further understanding of what is really at stake, and what the future holds for all of the players involved in the mobile services market: regulatory changes, and how competition and the changing shape of the service offering are impacting the sector’s organisation.
Key questions
- What strategies are open to an MVNO?
- Under what conditions can an MVNO be profitable?
- What market share for MVNOs?
- What impact are MVNOs having on the mobile
- market in general?
- How are MNOs responding?
- What position are the other players taking: fixed telcos,
- ISPs, WISPs, internet and media companies…?
- What leverage thanks to regulation?
- What are the most likely growth scenarios?
Table of Contents
- 1. MVNO: definition and business models
- 1.1 Background
- 1.2 Operation and value chain
- MVNO: a mobile operator with no frequency spectrum
- MVNE: MVNOs’ technical service provider
- MVNOs’ positioning in the mobile value chain
- 1.3 The three different types of MVNO
- The central question of how to choose between computer infra structures and telecom networks
- 1.4 The business model
- 2 MVNOs’ development in the mobile industry
- 2.1 Current state of mobile
- Concentration in the different mobile markets (Western Europe, North America, Asia)
- Niche opportunities not addressed
- Opportunities for value-added services
- 3G
- Media/entertainment companies’ and equipment manufacturers’ involvement in the market
- Converging services
- The state of regulation
- Regulatory leverage
- mobile number portability
- contract life spans
- simlock
- handset subsidies
- 2.2 Weight and scope of the MVNO phenomenon
- Framework data, by continent (North America, Western Europe, Asia)
- Measuring the MVNO phenomenon
- State of competition
- Number of vendors per continent
- MVNO/ESP and SP market share - Subscriber numbers
- ARPU (Average Revenue Per User)
- Case studies: Germany, Denmark, the UK
- Retail pricing
- Case studies: Belgium, Denmark, France
- 2.3 Framework data by country
- France
- Germany
- Italy
- Spain
- The UK
- USA
- 3 MVNOs’ strategy
- 3.1 Financial strategy and key indicators
- Turnover
- EBITDA margin
- CAPEX; tangible and intangible investments
- 3.2 Growth strategies
- Pan-European development: negotiating power and economies of scale
- Regional development: tailored to target
- 3.3 Strategy of the offer
- Low-cost MVNO: distinction through pricing in a mass market
- Niche MVNO: distinction through value-added services
- community aspect: ethnicity, sport, age, social network…
- business
- corporate
- Handset subsidies
- Opening up access: driving an upheaval of media’s business model?
- 3.4 Pricing strategies
- Low-cost MVNO: it’s all about the price
- Niche MVNO: bulls eyes
- 3.5 Marketing strategies
- Brand’s role in marketing campaigns
- Budget
- 3.6 Distribution strategies
- 4 Potential MVNOs’ strategies
- 4.1 Telcos
- 4.2 Fixed telcos
- 4.3 ISP - WISP
- 4.4 Internet companies
- 4.5 Other players
- Media and entertainment groups
- Retailers/retail chains
- Financial institutions
- Other: public utilities, car-makers, airlines…
- 5 MNOs’ strategies
- 5.1 MNOs’ responses to the rise of MVNO/ESP/SP
- “Multibranding”
- "Acquiring expertise”
- "Wholesale"
- "Fixed-mobile convergence"
- 5.2 Impact on MNOs
- Paid strategy
- Structural shifts
- 6 Growth scenarios
- 6.1 General framework
- Threats and opportunities/incentives and challenges
- 6.2 Situation by geographical zone
- North America, Western Europe, Asia
- 6.3 Scenarios
- Scenario 1: Consolidation and development through basic services
- Scenario 2: Shift towards data MVNO
- Scenario 3: Limited growth or confined to pockets
- For each of the three scenarios:
- Regulation
- Organisation and competition
- Services and content
- ARPU
|
|
