These capabilities put MVNOs in a prime position to attract and retain customers, creating brand loyalty from the unique set of services and functionality that they come to rely on. Furthermore, it's not just customers that find this model attractive -- it also puts MVNOs in a prime position to negotiate unique and exclusive deals with over the top (OTT) providers and technology partners, strengthening their overall brand offering.
The ease and cost of launching a fully-fledged, consumer-ready, digital offering is more cost effective than a decade ago because it is underpinned by next generation BSS technology. Owning network infrastructure, therefore, is of little significance to these digital brands. They instead focus their efforts and investment on service differentiation, and improving the customer experience -- and they win customer advocacy in return.
Because of this huge opportunity, the MVNO market is becoming increasingly competitive -- there are nearly 50 different MVNOs competing for subscribers in China alone. Furthermore, some forward-thinking mobile network operators (MNOs) are now becoming aware that they must adapt their operating systems to help monetise LTE. They are considering ways in which they can deploy real-time capabilities into their networks and interact with customers in the same fashion as today's digital MVNOs.
Therefore, if MVNOs are to make significant inroads into the Asian market, they must play to their strengths and deploy next generation technologies that enable them to focus on servicing subscribers'individual requirements. They appear to be adapting to new market realities faster than the established MNOs, however, innovation in service delivery is vital to success. MVNOs must ensure that they can cater for their customers' needs and deliver what they want in real-time and this will subsequently open up a huge market of opportunity.
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