There’s a lot of competition out there today, especially in the mobile services space. Just as in any situation where competition is intense, the way to stand out is to have a unique brand and be faithful to it.
For mobile virtual network operators (MVNO), this is especially true. An MVNO needs to know its niche market, have a clear strategy, reach this market through distribution partnerships within the niche market, and continuously hammer home how its brand is serving this audience.
An MVNO needs to reinforce this brand through advertising, marketing and customer outreach to assure visibility to any and all customers in the target market. One great example of that is Ting, an innovative mobile phone service and one of the great MVNO success stories.
The wireless market today is big enough for the ‘Big 4’ providers, as well as MVNOs, with each model catering to its customers in unique ways tailored to their needs and interests. This is done through service offerings, products, customer care, distribution channels, and so on. Most MVNOs also have found success by targeting audiences that the Big 4 cannot address or aren’t supporting. Ting, for instance, believes in challenging conventions in order to provide customers with a service that strives to find what works for customers, rather than simply settling for what has been done in the past.
Another example of a successful MVNO is an Asian telecom that seized the opportunity to provide home country language wireless service to students, business travelers, and tourists in the U.S., noted a recent Sprint (News - Alert) white paper on MVNO success, “Changing Landscapes: The MVNO Opportunity.”
The company has successfully built and maintained that business for several years thanks to finding a niche and branding successfully for its market.
Companies such Ting and others have proven that affinity marketing can work with mobile services, and the smart MVNO will leverage this knowledge for a distinct slice of the mobile pie.