Friday, 17 March 2017

MVNO Gold rule #1 - Keep it Simple

MVNO Gold rule #1 - Keep it Simple

This is the most ignored rule of all and one of the biggest culprit of failed MVNOs, and by that I mean not the launched MVNOs that fail, but moreover the huge amount that never make it to launch due to over complication, which in turn creates delays and cost which moreover lead to uncertainty and uncontrolled risk in the eyes of many - the killer of all things new and venturous!

But that is not possible, you see, when someone is tasked with creating a mobile pricing model, they revert into what I have become to call the Jekyll-Hyde Frankenstein... a freakish monster of all things mobile rolled into one, with every good idea they have ever seen in mobile across the world, ever, in enterprise, consumer, travel, low-end, high-end; you name it; there is a tariff for it and a model behind it!
The first bicycle - as designed by the average MVNO and MVNO consultant as their first launch product *sigh*. Source

The concept is simple - create a first simple MVNO tariff that will


  1. make your MVNO competitors think you are going nowhere as an MVNO
  2. an MVNO tariff not be at all attractive to the masses of freeloaders, fraudsters, etc.
  3. will be attractive to your core MVNO audience and your limited amount of first MVNO SIMs and bandwidth to respond to real customer feedback
  4. listen to customers and follow your MVNO brand with private, below the line offers that your competitors do not see but your real early adopter customers can promote to your next "me too" customers
  5. keep MVNO prices within a sensible range to create trust and avoid anything that needs a footnote like Free this*, unlimited other ¹, etc.
  6. Don't be lazy and just do "free social networks MVNO" or "free VoIP app MVNO" which was OK in 2010 to 2015, or if it is part of a wider campaign but now is weak and infinitely copiable.
  7. Leave your MVNO super tariffs for when you are mass market MVNO
This is difficult to do, the MVNO MVP is elusive, but the easiest way to do it is to start early and get whatever you have working first with a USP that is not easy to copy out to market.