As the number of MVNOs continues to grow there’s an increased need for them to provide their customers with differentiated niche offerings. To do so they need the capabilities of tier one mobile operators, writes Niall Byrne.
The playing field has changed somewhat for the mobile virtual network operator (MVNO). Previously MVNOs survived by providing discounted alternatives for price sensitive subscribers with basic network services under popular brands.
Today, with the general decline in average revenue per user (ARPU), MVNOs need to fight for market share by competing with highly-targeted offers on par with their tier one network owner counterparts. In order to do this, MVNOs need to handle the carrier-grade technical complexities that are second nature to a traditional operator. At heart, they are marketing and branding specialists so they need help in selecting and deploying technologies that enable them to provide rich experiences
to customers and achieve smarter engagement. “Many MVNOs are both non-telco and non-technical so we’ve been working to develop our Digital Enterprise Practice (DEP) to provide them with tier one capability,” says Niall Byrne, the global vice president of customer production systems engineering and support at Openet. “The DEP encompasses the consulting and mobile virtual network enablement (MVNE) platform bundling together the tooling, the network operations centre (NOC) and all the tier one capabilities we have into a package that is attractive to the MVNO market.”
Byrne highlights some of the key capabilities Openet’s DEP brings to MVNOs. “Differentiators like advertisement insertion can enable the niche play that every MVNO needs to stand out or services that can enable retailers with MVNOs to push a what’s on offer in store today message so it can increase footfall,” he says.