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Home > Market Research > Mobile Strategies > Global MVNO Markets
It is becoming increasingly clear that MVNOs are at their most successful when they can offer real partnership “benefits” to MNOs and when their value proposition is both clearly targeted and offers a differentiating factor. Nicholas Jotischky, Principal Analyst, Informa Telecoms & Media
Which MVNOs have been successful and why? Global MVNO Markets analyses diverse MVNO launch strategies. Global MVNO Markets provides also provides detailed analysis of MVNO markets and operators worldwide from regional and country perspectives.
This report will give you:
Analysis of 15 MVNO’s marketing and tariffing strategies. What services have worked and what haven’t? Includes details of pricing of voice and data services, uptake of services and impact on the market.
Key questions addressed by this report:
- Where and when are new MVNO licenses are set to be issued?
- Which launch strategies work from service and marketing perspectives?
- What will growth look like for MVNOs at regional and country levels?
- What impact have MVNOs had in their markets and why?
Key data in this report:
- Detailed subscription forecasts by region and country 2009-2013
- MNO versus MVNO subscription growth 3Q07-3Q08
- A comprehensive list of MVNOs in service by country
Analysis of regional MVNO market development with an emphasis on future developments: what new licenses will be awarded, when and where? Plus, analysis of 15 countries' MVNO markets.
Markets Covered:
- South Africa
- Australia
- Japan
- Malaysia
- Estonia
- Poland
- Russia
- Mexico
- Oman
- Canada
- US
- France
- Italy
- Netherlands
- UK
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Table of Contents
C H A P T E R 1
I N T R O D U C T I O N 1
Report scope and structure . . 1
The global MVNO market. 2
Highlights. . . 2
Market status 2
Figure 1.1: Global, potential new MVNO markets . . 2
Market size . . 4
Figure 1.2: Global, MVNOs and resellers in service and their subscriptions,
by regional market shares, 2008 . 5
Market forecasts . 5
Figure 1.3: Global, MVNO subscriptions forecast, by region, 2009-2013 . 6
Emerging MVNO business models. 6
C H A P T E R 2
A F R I C A . . 9
Regional market analysis 9
Highlights. . . 9
Market status 9
Figure 2.1: Africa, MVNO market status, 1Q09 . 9
Market forecasts 11
Figure 2.2: Middle East and Africa MVNO subscription forecasts, 2009-2013 . . 11
MVNO business models . 11
North Africa 12
East Africa . 12
West and Central Africa. 13
Opportunities in the data segment . . 14
South Africa market analysis . . 15
Figure 2.3: South Africa MVNO subscriptions and market share, 4Q07-4Q08. . 16
MVNO market segmentation. 16
Impact of MVNOs on the market . 16
Outlook . 17
Case study: Virgin Mobile South Africa . . 18
Relationship with host operator . 18
Distribution and marketing . 19
Positioning and service offering . 19
Figure 2.4: Virgin Mobile South Africa selected voice tariffs . 20
Figure 2.5: Virgin Mobile South Africa selected data tariffs . 20
Figure 2.6: Virgin Mobile South Africa prepaid/postpaid split, 4Q07-4Q08 . 20
Performance and impact on the market . 20
Figure 2.7: South Africa, Virgin Mobile and Cell C active subscriptions, 4Q07-4Q08 . . 21
Figure 2.8: South Africa mobile operators’ ARPU, 4Q07-4Q08 . 21
Outlook . 22
Contents
C H A P T E R 3
A S I A P A C I F I C 23
Regional market analysis . . 23
Highlights. . 23
Market status . . 23
Figure 3.1: Asia Pacific, MVNO market status, end-2008 . . 24
Market size . 27
Figure 3.2: Asia Pacific, selected markets’ MVNO subscriptions, 4Q07 and 4Q08 . . 28
Market forecasts 29
Figure 3.3: Asia Pacific MVNO subscription forecasts, 2009-2013. . 30
MVNO business models and future MVNO prospects . 30
Existing MVNO business models. 31
Future MVNO prospects in Asia Pacific . . 32
Australia market analysis . . 34
Figure 3.4: Australia, SingTel Optus wholesale mobile subscribers, 2Q07-4Q08 . 34
Figure 3.5: Australia, Vodafone direct subs vs. MVNO subs, 1Q07-4Q08 . . 35
Figure 3.6: Australia, Telstra wholesale mobile SIOs*, 2Q05-4Q08 . 35
MVNO market segmentation. 35
Figure 3.7: Australia, Boost Mobile selected rate plans . . 36
Impact of MVNOs on the market . 37
Figure 3.8: Australia, Vodafone’s MVNO customers. 37
Figure 3.9: Australia, Telstra wholesale revenues, FY05-FY08 . . 38
Outlook . 38
Case study: Crazy John’s 39
Relationship with host operator . 39
Distribution and marketing . 40
Positioning and service offerings 40
Figure 3.10: Australia, Crazy John’s vs. Vodafone deals . 40
Figure 3.11: Australia, Crazy John’s “Crazy Prepaid Plans” . 40
Figure 3.12: Australia, Crazy John’s “Crazy Caps” packages . 41
Performance and impact on the market . 41
Figure 3.13: Australia, Crazy John’s vs. Vodafone subscriptions, 4Q08 . . 42
Outlook . 42
Japan market analysis . . 43
Figure 3.14: Japan, JCI corporate history. . . 43
MVNO market segmentation. 44
Figure 3.15: Japan, IIJ Mobile’s new residential plans . . 45
Impact of MVNOs on the market . 45
Outlook . 46
Case study: Vertu 47
Figure 3.16: Japan, Vertu MVNO ownership . . 47
Relationship with host operator . 48
Distribution and marketing . 48
Positioning and service offerings 48
Figure 3.17: Japan, Vertu Club’s services 49
Figure 3.18: Japan, Vertu’s MVNO tariffs, 2Q09 . . 49
Handset strategy. . . 49
Figure 3.19: Japan, Vertu’s handset prices . . 50
Performance and impact on the market . 50
Outlook . 50
Malaysia market analysis . . 51
Figure 3.20: Malaysia MVNOs. 52
Figure 3.21: Malaysia, U Mobile’s subscriptions, 2Q08-4Q08 . . 52
Figure 3.22: Malaysia, mobile subscriptions and penetration, 4Q07-4Q08 . . 53
MVNO market segmentation. 53
Three more MVNOs plan to start services this year . . 54
Impact of MVNOs on the market . 55
Outlook . 55
Case study: U Mobile. . . 57
Figure 3.23: Malaysia, ownership structure of U Mobile 57
Relationship with host operator . 57
Positioning and service offerings 58
Figure 3.24: Malaysia, U Mobile’s selected voice tariffs. . 58
Figure 3.25: Malaysia, U Mobile’s Surf with U data tariff. . 58
Performance and impact on the market . 59
Figure 3.26: Malaysia, operator net adds, 2Q08-4Q08 . 59
Figure 3.27: Malaysia, mobile market shares, 1Q08-4Q08 . 59
Outlook . 60
C H A P T E R 4
C E N T R A L A N D E A S T E R N E U R O P E . 61
Regional market analysis . . 61
Highlights. . 61
Market status . . 61
Figure 4.1: Central and Eastern Europe, MVNO market status, end-2008 . . 61
Market size . 64
Figure 4.2: Central and Eastern Europe, selected markets’ MVNO subscriptions, 3Q07 and 3Q08 . . 64
Market forecasts 65
Figure 4.3: Central and Eastern Europe, MVNO subscription forecasts, 2009-2013 . 65
MVNO business models . 65
Poland market analysis . 66
Figure 4.4: Poland, MVNO licensees, Mar-03. . 66
Figure 4.5: Poland’s main MVNOs, May-09. . . 67
MVNO market segmentation. 67
Impact of MVNOs on the market . 68
Outlook . 69
Case study: Mobilking . . 69
Positioning and service offerings 70
Distribution and marketing . 70
Relationship with host operator . 71
Performance and impact on the market . 71
Outlook . 71
Russia market analysis . 72
Figure 4.6: Russia’s main MVNOs, Jun-09 . 72
MVNO market segmentation. 73
Impact of MVNOs on the market . 74
Outlook . 75
Case study: Prosto dlya obshcheniya . 76
Positioning and service offerings 76
Figure 4.7: Russia, examples of discount mobile tariffs in Moscow. . . 77
Figure 4.8: Russia, average price per minute (APPM) for leading operators, 1Q08-1Q09 77
Relationship with host operator . 78
Distribution and marketing . 78
Outlook . 79
Slovenia market analysis . . 79
MVNO market segmentation. 80
Figure 4.9: Slovenia mobile operator market shares, end-2008 . . 80
Impact of MVNOs on the market . 81
Outlook . 81
Case study: Izimobil. 81
Positioning and service offering . 81
Figure 4.10: Slovenia, Izimobil tariff plan. . 82
Relationship with host operator . 83
Distribution and marketing . 83
Performance and impact on the market . 83
Figure 4.11: Slovenia, quarterly change in mobile operator market share, 2Q07-4Q08 . . 84
Outlook . 84
C H A P T E R 5
L A T I N A M E R I C A A N D T H E C A R I B B E A N . . 85
Regional market analysis . . 85
Highlights. . 85
Market status . . 85
Figure 5.1: Latin America and the Caribbean, MVNO market status, 1Q09 85
Market size . 87
Figure 5.2: Latin America and the Caribbean, selected markets’
MVNO subscriptions, 3Q07 and 3Q08. 87
Market forecasts 88
Figure 5.3: Latin America and the Caribbean, MVNO subscription forecasts, 2009-2013. . . 88
MVNO business models . 88
Active reselling operators . . 89
Figure 5.4: Ecuador, Alegro’s mobile subscriptions, CDMA versus GSM, 4Q07-3Q08 . . 90
Mexico market analysis. 91
Maxcom becomes the one and only . 91
Figure 5.5: Mexico, Maxcom subs as a percentage of Telefonica
Moviles and Mexico’s total, 4Q07-4Q08 92
MVNO market segmentation. 92
Impact of MVNOs on the market . 93
Outlook . 93
Case study: Maxcom 94
Relationship with host operator . 94
Positioning and service offerings 94
Figure 5.6: Mexico, Maxcom selected voice tariffs 95
Performance and impact on the market . 95
Figure 5.7: Mexico, Maxcom companywide subscriptions, 4Q07 and 4Q08 . 96
Figure 5.8: Mexico, Maxcom revenues, 4Q07-4Q08 97
Outlook . 97
C H A P T E R 6
M I D D L E E A S T . 99
Regional market analysis . . 99
Highlights. . 99
Market status . . 99
Figure 6.1: Middle East, MVNO market status, 1Q09 100
Market size 101
Market forecasts . . 101
Figure 6.2: Middle East and Africa MVNO subscription forecasts, 2009-2013 . 101
MVNO business models 101
Oman market analysis . 103
Figure 6.3: Oman mobile subscriptions, 4Q07-4Q08. . 104
MVNO market segmentation. . . 104
Impact of MVNOs on the market 105
Outlook 105
Case study: Friendi Mobile 106
Relationship with host operator 106
Distribution and marketing 107
Positioning and service offering 107
Figure 6.4: Oman selected Friendi tariffs . . 107
Outlook 108
C H A P T E R 7
N O R T H A M E R I C A . . 109
Regional market analysis . 109
Highlights. 109
Market status . 109
Figure 7.1: North America, MVNO market status, 1Q09 . 109
Market size 110
Figure 7.2: North America, selected MVNOs in service, 3Q07 and 3Q08. . 110
Figure 7.3: North America, selected MVNO market shares, 3Q08 . 112
Market forecasts . . 112
Figure 7.4: North America, MVNO subscription forecasts, 2009-2013. 112
MVNO business models 113
An epidemic of MVNO failures . 113
Canada market analysis . . 114
Figure 7.5: Canada, selected MVNOs . 115
Figure 7.6: Canada, selected MVNO subs as % of host MNO’s subs, 4Q07-4Q08 . 116
Figure 7.7: Canada, MVNO market shares of the total mobile market, 1Q07-4Q08 . . 116
MVNO market segmentation. . . 117
Impact of MVNOs on the market 117
Outlook 118
Case study: Virgin Mobile Canada. . . 119
Relationship with host operator 119
Positioning and service offerings . . 120
Figure 7.8: Virgin Mobile Canada prepaid plan rates . 121
Figure 7.9: Virgin Mobile Canada MyPlan rates . . 121
Figure 7.10: Virgin Mobile Canada BlackBerry bundles. . . 122
Performance and impact on the market 123
Figure 7.11: Virgin Mobile Canada, mobile subscriptions, 4Q05-4Q08 123
Figure 7.12: Virgin Mobile Canada vs. Bell Wireless Affiliates subscriptions, 4Q05-4Q08 . 124
Outlook . . 124
US market analysis 125
Figure 7.13: US, selected MVNO subs as % of host MNO’s subs, 4Q07-4Q08. 126
Figure 7.14: US, MVNO market shares of the total mobile market, 1Q07-4Q08 . . 127
MVNO market segmentation . . 127
Impact of MVNOs on the market . . 128
Figure 7.15: US, Sprint Nextel wholesale and total subscriptions, 4Q07-4Q08 . 129
Figure 7.16: US, AT&T wholesale and total subscriptions, 4Q07-4Q08 . . 130
Outlook 130
Case study: Kajeet . 131
Relationship with host operator 131
Positioning and service offerings . . 131
Figure 7.17: US, Kajeet’s selected voice tariffs . 132
Figure 7.18: US, Kajeet’s selected data tariffs . . 133
Performance and impact on the market 133
Performance and impact on the market 134
Figure 7.19: US, Sprint Nextel CDMA, iDEN and wholesale subscriptions, 2Q07-4Q08. . 134
Outlook 135
C H A P T E R 8
W E S T E R N E U R O P E . 137
Regional market analysis . 137
Highlights. 137
Market status . 137
Figure 8.1: Western Europe, MVNO market status, 1Q09 . 138
Market size 139
Figure 8.2: Western Europe, selected MVNOs in service, 3Q07 and 3Q08 . 139
Figure 8.3: Western Europe, MVNOs’ share of total mobile subscriptions, 3Q08 141
Market forecasts . . 142
Figure 8.4: Western Europe, MVNO subscription forecasts, 2009-2013 142
The rise of pan-regional MVNOs 142
France market analysis 143
Figure 8.5: France, launch dates of selected MVNO providers. . 143
Figure 8.6: France, mobile market share of MVNOs, 4Q07-4Q08 . 144
MVNO market segmentation. . . 144
Impact of MVNOs on the market 145
Outlook 146
Case study: NRJ Mobile 147
Relationship with host operator 147
Distribution and marketing 148
Positioning and service offerings . . 148
Figure 8.7: France, NRJ Mobile, contract tariffs, Mar-09 . 149
Performance and impact on the market 149
Figure 8.8: France, NRJ Mobile, estimated subscriptions and share of total mobile market, 4Q07-4Q08 149
Outlook 150
Italy market analysis . . 150
Figure 8.9: Italy, MVNO players, Jun-09 . 151
MVNO market segmentation. . . 152
Impact of MVNOs on the market 153
Figure 8.10: Italy, mobile net additions by operator, 2008 . 153
Outlook 154
Case study: Poste Mobile . 154
Positioning and service offerings . . 155
Performance and impact on the market 155
Relationship with host operator 156
Distribution and marketing 156
Handsets and tariffs . . 156
Figure 8.11: Italy, Poste Mobile, consumer tariff plans, Mar-09 157
Outlook 157
Netherlands market analysis . 158
MVNO market segmentation. . . 158
Figure 8.12: Netherlands, mobile subscriptions and penetration, 1Q08-1Q09. . 159
Impact of MVNOs on the market 160
Figure 8.13: Netherlands, mobile operators’ MVNE relationships, Jun-09. . 160
Figure 8.14: Netherlands, KPN consumer mobile wholesale customers
and service revenues, 1Q08-1Q09 . 161
Outlook 161
Case study: Blyk 162
Relationship with host operator 163
Positioning and service offerings . . 163
Figure 8.15: UK, Blyk prices for mobile services, Apr-09 . . 164
Performance and impact on the market 164
Outlook 165
Figure 8.16: Europe, mobile advertising forecasts by type, 2008-2013 . . 165
UK market analysis 165
Figure 8.17: UK, MVNO subscriptions, 1Q08-1Q09 . 166
MVNO market segmentation. . . 166
Impact of MVNOs on the market 167
Figure 8.18: UK, market share of MVNO subscriptions, 1Q08 vs. 1Q09 . . 168
Figure 8.19: UK, MVNO subscriptions by operator, 1Q08-1Q09 . 169
Outlook 170
Case study: Lycamobile 170
Relationship with host operator 170
Positioning and service offerings . . 171
Figure 8.20: Lycamobile UK’s selected international tariffs, Feb-09 171
Performance and impact on the market 172
Figure 8.21: UK, mobile operator net additions between end-3Q07 and end-3Q08 173
Figure 8.22: Global, Lycamobile’s launch roadmap, Feb-09 173
Outlook 173
For full details, please email keithw@cmsinfo.com
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