CTIA 2006 Las Vegas, "Mvno Virtual Lessons Learned", Jean Barrette, Speaker
-
Upload
jean-barrette -
Category
Technology
-
view
2.632 -
download
0
description
Transcript of CTIA 2006 Las Vegas, "Mvno Virtual Lessons Learned", Jean Barrette, Speaker
Emerging Ops Track MVNO Outlook
Jean BarretteGeneral Manager, Products
Bell Mobility
Virtual Lessons Learned
MVNO Business and Partnering Strategies
Emerging Ops Track MVNO Outlook
About Bell Mobility
A division of Bell Canada – Bell Canada of Parent
BCE– largest corporation
in Canada
More than 5 million subscribers (33% market share)
National CDMA network
Over $3 billion in annual revenue
Leader in innovative wireless offerings for
consumer, business and wholesale customers
Emerging Ops Track MVNO Outlook
2003, The Hard Realities
Highly competitive Canadian market
Bell Mobility market share challenged
Industry consolidation bumped Bell Mobility from
#1 subscriber position
Conservative brand – limited appeal in some high
growth segments
Needed to revitalize, recreate and evolve
Emerging Ops Track MVNO Outlook
Analysis
– Marketing strategy
– Market share
– Advertising reach
– Brand SWOT
– Distribution SWOT
– PrePaid/PostPaid mix
– Partnership opportunities
– Bell Mobility needs to
aggressively pursue
youth market
– Need to stimulate
mindset change,
marketing strategies
and approach
Review of key internal indicators …
Concluded that:
Emerging Ops Track MVNO Outlook
Changing Traditional Mindset
MVNO – a positive competitive opportunity
– Leverage a recognized brand with complementary
attributes
– Network becomes the product (MVNO)
Virgin Mobile
Canada (MVNO)
+
Bell Mobility
(MNO)
Emerging Ops Track MVNO Outlook
Virg
in M
en
u
Leverage established brand to target youth market– Building teams with young and innovative resources
– Bold, bright colors, creative packaging
– „Themed‟ YOUTHENIZED advertising
– Simplified language and product offering
– Introduced new, fun handsets
– New Products
• Free Text
• Push to Talk
• MSN messaging
• Ring back tunes
• Games
• Video
Virgin Mobile – The Inspiration
Emerging Ops Track MVNO Outlook
Success in reaching youth market through both Virgin and Bell brands
Stimulated new thinking, drives new mindset
Reviewed existing partnerships, create new ones
Energized teams
Heightened level of energy and creativity from internal resources
Increased aggressiveness and innovation in product offerings and value added services
Some Result
Emerging Ops Track MVNO Outlook
Operator Lessons Learned
Deal Structure
– Pick your partners carefully
– Use win-win structure to focus the partnership: complement and differentiate
– Executive support and operational rules of engagement
– Plan to change the game
– Plan the next steps
– Plan an exit
Pre-launch
– It is never as simple as you think. Are you MVNO ready?
• Service Layer, CRM, Enterprise Application Integrations for example
– Clear view of what the end state is will drive how to get there
– Choose your vendors wisely
Post launch
– Change Request and clear “Rules of Engagement” to avoid conflicting priorities
• For example human and financial resource allocation
– Attitude change and increased focus
– Plan for growth, it does not stop after launch
– Cost effective differentiation
Emerging Ops Track MVNO Outlook
Sprint-Nextel
US MVNO Landscape
Verizon
Cingular
OthersSprint-Nextel
MVNO Examples
Mobile PCS
U Mobile
Disney Mobile
9278 Mobile
GSR Mobile
STI Mobile
Virgin Mobile USA
ZUMA Prepaid
Wireless
Liberty Wireless
Movida
Communications
ESPN
Kajeet …
MVNE Examples (ZTAR)
7-Eleven Speak Out
Bratz Mobile
Circle-K "Talk-and-Go Mobile
MVNO Examples
Cool.Prepaid
Firefly Mobile
NET10
TuYo Mobile
Cingular
Verizon
MVNO Examples
Amp'd Mobile
EarthLink
Helio / SK Earthlink
IDT
Page Plus
RockitTalk
…
Illustrative US Market Share
Emerging Ops Track MVNO Outlook
Generic MNO/MVNO/MVNE Outcomes
MNO MNO
MNO MNO
MNO MNO
•MNO’s, MVNO,s, MVNE’s Grow
•MVNO’s grow more than MNO’s
•MNO’s grow, MVNO’s and
MVNE’s grow but consolidate