Looking ahead to MVNOs’ Europe 2017 - targeting multiple markets means MVNOs must streamline operations and capitalise on automation to support local differentiation.

Monday, 09 October 2017

Understanding local markets is critical to any ambitions to deliver MVNO propositions in multiple countries. While a core offer may be attractive, it will likely need to be tailored and adapted to cater for local differences. Failure to do so will increase costs and reduce the chances of success. MVNOs need to be able to support agile proposition development while streamlining operations and reducing costs. Automation is essential.

While some MVNOs have built compelling propositions based on the unique needs of a local or highly specific market niche in a single country, others have broadened their focus to address a wider geographic range. Some notable brands have launched offers in a number of different countries, building a strong footprint that extends their offers and maximises their exposure, essentially mirroring the tactic of MNOs that serve multiple markets.

All of which means that such differences between markets must be carefully considered, as a recent article points out. Pricing expectations may differ widely, as some MVNOs have found to their cost. Business plans must be tailored to the needs of each market that is considered and, as a result, MVNOs that plan to adopt a multi-market approach must be wary of simply extending their original or core offer that may have been successful in their home market.

In all likelihood, they will need to support multiple propositions and differing pricing plans for each territory they address. At the same time, they will need to be able to contain costs and to streamline their operations, so that they can maximise their efficiency while tackling the challenge of delivering different offers to different markets – and tuning them to adapt as each market evolves and experiences different competitive pressures.

Adapting offers to account for market dynamics can be a costly process and a plan that depends on establishing different platforms to support their service portfolios in each market can lead to rapid cost escalation. Building a unique solution for each market served is not sustainable as a business approach.

Instead, MVNOs that seek to address and succeed in multiple markets need to centralise and streamline operations as much as possible, while also ensuring that they are fully automated. A cloud-based enablement platform, such as Digitalk Mobile Cloud provides the capabilities and processes that helps MVNOs develop, deliver and manage multiple propositions. It allows them to launch across multiple markets but with the differentiation required to thrive from a single hosted environment and with the local connections needed.

Digitalk Mobile Cloud offers rich automation, which drives down costs and enhances efficiency, helping to streamline operations and providing the foundation of a multi-market approach. As we look ahead to MVNOs’ Europe, taking place in London from 14th to 15th November, it’s worth reflecting on this while we consider the primary theme of the event: “delivering innovative growth strategies to the vibrant European MVNO market”. Growth strategies require the tools to deliver them, so if you are attending this key event, why not talk to Digitalk and find out how we can help you realise your ambitions with Mobile Cloud?