2015 Pre Conference Workshop - MVNO Marketing
I had the pleasure of running the MVNO world Congress pre-conference workshop in the 2015 #MVNOIS, so as we run up to the 2016 MVNO event in Amsterdam its probably time to upload some of the slides to give you an overview and share some of the experience.
The workshop was in three parts, this is the first part that focussed on MVNO Marketing, which in my now 16 year of doing MVNOs, is the hardest hurdle after the MNO agreement and MVNE plus all the other service provision contracts selection. The second part focusses on MVNO Data.
|2015 #MVNOIS Pre Conference Workshop topics covered|
|An Activity every MVNO should do almost daily!|
- Firstly, if there are none of them in your market you need to ask some serious questions about why and make sure you are not repeating any of their mistakes!
- Secondly, it is where MVNOs most differentiate themselves at conception, but most easily compromise on in launch... and to be honest, from there they often never launch and/or never become successful.
|This is sadly where a lot of marketing time is wasted by MVNOs - above the line copy cat price competition - why?|
- Bi-Polar as they flit between being slightly cheaper that their most expensive competition, to undercutting the cheapest offer from the biggest MNO in an instant.
- Frankenstein as the first marketing and even product set, is usually stolen from every MVNO that has ever existed in 5 countries, over 3 MVNO models in 6 different niches... and the result is, well usually awful!
- who do they call?
- what time do they call?
- what handsets IMEI/MSISDN database are they using?
- what locations are calling from frequenting?
- what locations are they running out of credit?
- where are they topping up?
- how much and how often are they topping up?
- what top-up channels are they using?
- what type of data are they using, where and how fast?
"If you cannot name 3 MVNOs from your territory that do this well, its most likely that they do not have access to this data, and if you do not, then you will not be a leader either"
|MVNOs are a Sales and Marketing organisation. The best ones have great BI and change pricing flexibility|
|Choose and adapt from successful MVNOs, but avoid "Bi-Polar / Frankenstein" campaigns!|
|Back to the three MVNOs from the activity above, go through these points.|
|My most copied slide! The MVNO must evolve its marketing to launch successfully and then grow|
- They just did not evolve. Some ethnic MVNOs started with a multi-language USP, but as customers learn their host country language the product needs to evolve, or the countries expand.
- They could not evolve technically as they were tied too much into their host
- They could not evolve operationally - if the reporting is manual spreadsheets... you are not going to market successfully beyond early adopters.
When launching an MVNO you can get by with the basic tools that an MVNE and the host MNO gives you, as long as this includes: CDRs, IMEI, HLR location of LUs, all transactions, collated top-up info, SMS marketing tools and reports, reconciliation, GGSN logs, etc. These need to be accompanied with the ability to update data settings OTA, edit the SPN OTA, change tariffs real-time, etc, etc. and usually require another 10-20 services to be sourced and integrated to move beyond early adopters. These are the keys missing from failed MVNOs or underperforming MVNOs.
I hope you find these slides useful and informative. Feel free to paste these slides into your own presentations, as many do, but of course please do the basic common courtesy of quoting where the content is from if you do change the appearance and/or remove any logos, watermarks, etc.