Intelligent CIO Europe Issue 76 | Page 68

INDUSTRY WATCH

Equipping brands for mobile success

Strategic targeting and forward-thinking customer experiences are critical to MVNO ’ s success . Brands with established distribution networks can quickly pivot their services to engage with distinct customer segments , enabling personalised service offerings that resonate with target consumer needs and build on established brand loyalty .

New MVNO brands must take care to understand their market ’ s nuances and define the USP of their offering . Both instances require in-depth customer insights to tailor services and marketing strategies and make the mobile brand more attractive to their chosen demographic than generalist telecom operators . By focusing on operational strengths and utilising data analytics to refine offerings , brands can continually adapt to the ever-changing consumer demands and technological landscapes .

Choosing Business Support System ( BSS ) platforms that can support scalable , efficient and customercentric operations is crucial . These platforms must offer the flexibility to tailor features according to MVNO needs and integrate smoothly with external systems . Key features such as real-time billing and robust analytics empower accurate invoicing and data-driven decision-making . With the added benefits of real-time

Capitalising on a neglected B2B market

While the B2C sector has traditionally been the MVNO ’ s home , their ability to capitalise on data processing technologies makes them a natural choice for the B2B sector , too . Naturally data-heavy , the B2B sector is crying out for the high-value propositions offered by MVNOs to better serve customers looking for faultless connectivity and expert customisation , all at better pricing , as the same cost-of-living issues hit businesses as well as consumers . By becoming a trusted partner to the B2B sector , MVNOs can not only start to dominate the B2C sector but also take control of a hugely scalable opportunity within the B2B sector .

As we ’ ve seen from the Revolut example , one sector that is ripe for MVNO pickings is financial services . Mobile banking and payments growth has provided multiple opportunities for MVNOs to create partnerships that will facilitate the processing of the resulting data effectively and cost-efficiently . Other business development areas worth exploring include IoT ( the GSMA forecasts IoT connections to reach more than 38 billion by 2030 , with the enterprise segment accounting for more than 60 % of the total ) and private networks , with MVNOs creating services informed by specific customer needs .

Ready to take the market by storm

The rise of MVNOs represents a significant shift in the telecommunications landscape . As they emerge as mainstream players in mobile services , brands outside the traditional mobile operator sphere are presented with an enticing opportunity to deepen connections with their audience and diversify revenue streams .

Advances such as e-SIM technology and improved wholesale rates have made the path to launch easier while changing consumer behaviours and evolving MNO strategies have further fueled their growth . Equipped with strategic targeting , innovative and personalised customer experiences , and modern BSS platforms , MVNOs are well-positioned to succeed in the B2C market and tap into the vast potential of the B2B sector . As industries continue to evolve and embrace Digital Transformation , MVNOs stand ready to capitalise on new opportunities , from mobile banking to IoT , shaping the future of connectivity . �

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