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ONE DEVELOPMENT is the next generation, independent, Mobile
Virtual Network Aggregator and Enabler
(MVNA/E) with hands-on experiences from both MVNO and Mobile
Network Operations worldwide.
ONE DEVELOPMENT | WE CONNECT THAILAND
MVNO WHITEPAPER
ONE DEVELOPMENT WE CONNECT THAILAND
[email protected]
www.weconnectthailand.com
MVNO NICHE SEGMENTATION July 2015
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TABLE OF CONTENT
DEFINITIONS USED THROUGHOUT THIS DOCUMENT
............................................................................................2
MVNOS MUST FIND THEIR NICHE
...........................................................................................................................3
EXPLOIT BRANDS AND MARKET SEGMENTATION
..................................................................................................4
MICRO-SEGMENTATION IN THE MARKET VIA MVNE/MVNA
................................................................................5
SEGMENTED BRANDING STRATEGY
........................................................................................................................6
BRANDS, NICHE SEGMENT & OPPORTUNITIES IN THAILAND
................................................................................7
EXAMPLE: THE MVNO 168 OPERATOR LIGHT
.....................................................................................................8
DIGITAL ECONOMY - IoT and M2M
.........................................................................................................................9
DEFINITIONS USED THROUGHOUT THIS DOCUMENT
HNO - HOST NETWORK OPERATOR It is as a Mobile Network Operator
that owns its network infrastructure and allocated spectrum.
MVNO - MOBILE VIRTUAL NETWORK OPERATOR It is an organization,
which offers mobile services. The MVNO does not own spectrum,
instead it enters into an agreement with either a HNO or MVNA to
obtain bulk access to network services at wholesale rates, and then
sets its retail prices independently. An MVNO may use its own
customer service, billing support systems, marketing and sales
personnel or it may employ the services of a MVNE
MVNE - MOBILE VIRTUAL NETWORK ENABLER It is an entity, which
provides infrastructure and services to both HNO and MVNOs, which
enables existing, and new MVNOs to offer their services on the HNO
network, while leaving the back-end enablement to the MVNE. The
MVNE provides services, such as billing, business workflow, product
setup, service delivery, customer care, fraud management, web
services, reporting, sale platforms, etc.
MVNA- MOBILE VIRTUAL NETWORK AGGREGATOR The MVNA is an entity,
which purchases mobile airtime in bulk from the partner HNO, and
then wholesales this airtime and service to multiple MVNOs, who
each in turn sells the mobile service to end-users.
MVNE/MVNA - MOBILE VIRTUAL NETWORK ENABLER & AGGREGATOR (ONE
DEVELOPMENT) is a combination of, Mobile Virtual Network Enabler
and Aggregator. The MVNE/A is an entity, which purchases mobile
airtime in bulk from the partner HNO, adds its service platform
(MVNE) on top, and then wholesales this airtime and service as
end-to-end to multiple MVNOs.
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MVNOS MUST FIND THEIR NICHE
With a market penetration above 149 % the telecom sector in
Thailand has reached saturation point. Mobile
operators are finding it increasingly challenging to compete and
grow organically. Mobile network operators
suffer from the limitations of the traditional, aggregate method
of marketing services and products with the
"one-size-fits-all" strategy, where they approach the consumers,
casting their net over large averaged groups,
or a few segments, resulting in under-served and un-reached
segments.
Instead of the outdated view of customers as large, indistinct
segments, Mobile Virtual Network Operators
(MVNOs) embrace a new level of targeting the market, by
tailoring offers to specific customer segment needs.
They cater to the segments that are underserved or un-reached by
the mobile operators.
MVNOs create a unique brand positioning and value
proposition to attract target niche clusters such as
specific groups or demographics. Deploying in this way ensures
that customers needs are more accurately identified, and serviced.
In return,
customers respond positively, with growth resulting from the
niche segment approach. In highly penetrated
markets, like the Thai market, some segments are "under-served"
in specific aspects of their mobile
experience.
Market dissatisfaction comes from either poorly tailored
products and services or intangibles, such as a
mismatch between their individual lifestyles, and what their
operator's brands stand for. Different consumers
simply do not all have identical needs or identical use habits,
which utilize the same operator value
components all the time.
As smartphone makers and OTT players have shown,
communications services are all about the experience - and
experience goes far beyond simply having network
connectivity perform as expected.
Companies can target a range of market segments by: offering
connectivity options that can be differentiated
using next-generation network and system technologies -
according to preference and context (for example,
differentiated data tariffs for various sites, apps, etc.);
differentiated non-network services such as customer
care; and brand and product characteristics, which create a
sense of belonging according to lifestyle.
This is where an MVNO can step in, achieve a competitive edge,
and capturing market share, by capitalizing on
market differentiation and segmentation in the industry rather
than merely competing on price.
Ericsson: Experience matters
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EXPLOIT BRANDS AND MARKET SEGMENTATION
Some of the more successful MVNOs (such as retailers, content
providers, media brands) have made use of
their existing marketing assets including their existing
customer base, brand affinity and distribution channels.
They use these assets to create a unique brand positioning and
value proposition in order to attract their
MVNO target segment. These segments are often defined
demographically (ethnicity, age, location) or by
affinity (brand identification, content, interest). This
typically means identifying new or emerging niche markets
that lie beyond the reach of traditional MNO marketing
approaches.
Fig 1: Mobile Network Operators (MNO) Marketing Strategy vs.
MVNOs
Fig 2: Difference between Mobile Network Operators and MVNOs
Marketing Strategy
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MICRO-SEGMENTATION IN THE MARKET VIA MVNE/MVNA
The proliferation of MVNOs has given rise to third-party vendors
known as mobile virtual network enablers
(MVNEs), or, alternatively, as mobile virtual network
aggregators (MVNAs).
These MVNA/MVNEs serve as a link between incumbent mobile
operators and the MVNOs. The services that
MVNEs offer vary widely, but ONE DEVELOPMENT provide end-to-end
services, from technical aspects to sales,
distribution support and consultation. This comprehensive
offering is being driven by the presence of many
brands in the market with differentiated access to specific
niche segments but little or no telecom knowledge.
ONE DEVELOMENT proactively seek such untapped brands and offer
them one-stop, la carte services from
the telecom value chain, enabling an immediate go to market
capability as an MVNO.
By working with multiple MVNOs, ONE DEVELOPMENT can establish
economies of scale on their platforms.
This allows the MVNOs to significantly reduce their operating
costs and up-front investment, thereby reducing
the subscriber base they need to break even. This in turn leads
to further micro-segmentation in the market.
Fig 3: One Market Approach vs. Market Segments Approach
MVNOs play a key role in penetrating key under-served segments,
such as youth, elderly, expatriates, SMEs,
travelers and migrant workers - segments that operators in
Thailand struggle to adequately serve.
MNOs tend to approach such segments with generic offerings that
do not resonate strongly with the target
audiences, because such segments are typically too small to
justify tailored products and services. The lean and
agile business model of the MVNO, however, allows highly focused
targeting. An example would be an MVNO
that specifically targets one sub-segment of expatriates by
offering customer care in their own language or
providing remittance services and discounted international
minutes to their home market.
MerchanTrade Inc., an MVNO in Malaysia that caters to the
expatriate community, offers a good example of
this approach. Its mobile remittance service allows its 500,000
active subscribers to transfer money within its
partner bank network in less than five minutes, at a fraction of
the cost of other services
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SEGMENTED BRANDING STRATEGY
One of the key competitive advantages of brand MVNOs is that
they have a thorough knowledge of their
market segment, allowing them to cater to that segment in a far
more personal, relevant way than MNOs can.
MVNO Virgin Mobile found a way to differentiate its service from
other telecom services in India. Virgin Mobile
worked closely with its airline, travel, and music companies to
conduct bundling sales and provide diversified
services with favorable prices to young customers. Customers
could enjoy multiple services including shopping,
travelling, ticket and hotel booking services via their
cellphone. Virgin Mobile's highly segmented branding
strategy and differentiated marketing strategy successfully
attracted many young customers.
Approximately 70% of young people gave up services by
other operators and shifted to Virgin Mobile. From Deloitte
Insight Series Report: Analysis of MVNO Competition Strategy
2013
E-Plus Inc., a German MNO, was facing the perils of a mature
telecom market. Although the number of
subscribers in the overall German market grew 11% between 2002
and 2005, the market share for E-Plus grew
just 4%. Over the same period, the companys EBITDA margin
declined from 32% to 24%.
The market was near saturation and offered little traditional
growth potential. In response, E-Plus transformed
itself in 2005 from a single one-size-fits-all service provider
into adding a collection of brand MVNOs, each
targeting a specific microsegment in the German market.
These brands included:
Base, the first flat-rate mobile brand on the German market,
aimed at customers seeking a simple plan
Simyo, a prepaid-services MVNO for cost-conscious consumers
Ay Yildiz, the first mobile brand tailored to Germanys Turkish
community
vybemobile, a brand for German youth, which combined low costs
with free music downloads
The company actively sought partners with various brands and
resellers in the market. By 2009, it had
partnered with and launched 34 different MVNOs in the German
market. The results of this transformation
have been striking. E-Pluss subscriber base grew by 18% between
2005 and 2008, even as its EBITDA margin
grew from 24% to 39%. For the past six years, E-Plus has been
the only MNO in Germany with increasing
market share.
The bottom line? In a highly competitive German telecom market,
E-Plus adopted an MVNO strategy to put
itself back on track.
A quick look at the MVNOs that launched in the Netherlands in
the first 9 months in 2011 highlights the move
towards a greater degree of specialization. Among the new
players are: UPC and Ziggo (cable operators)
extending mobile data services to their existing customer base;
ethnic MVNO Lycamobiles third brand, Toggle
Mobile; three new MVNOs in the business segment; another new
ethnic player; one MVNO in the no-frills
segment; and Youfones acquisition of a charity-focused MVNO,
Call4Care.
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Henry Ford statement, regarding the Ford model T in 1908
The evolution to a multi-segment, multi-brand approach is not
unique to the mobile industry but similar to the
evolution experienced in other industries such as the automotive
industry. Today, the automotive market is
heavily segmented and most car manufacturers actually own
multiple automotive bands, each focused on a
specific market segment with the product tailored for the unique
needs of the segment.
Fig 4: Automotive Paradigm Shift from Single Brand to
Multi-Brand Multi-Segmentation Strategy
Volkswagen owns brands ranging from Skoda, at the low-end, to
Bugatti, Bentley and Lamborghini at the high-end, and hence, is
following a multi-segmentation strategy of addressing distinct
market segments with a product tailored to their unique needs
BRANDS, NICHE SEGMENT & OPPORTUNITIES IN THAILAND
36 companies have obtained an MVNO license in Thailand. Given
this strong interest from both Thai and
International brands, there is a scope for greater competition
and service innovation in the Thai market.
Fig 5: Example of Multi-Brand, Multi-Segmentation MVNO
Opportunities in Thailand
The customer can have a car painted any color that he wants as
long as it is black
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Some of these brands have, or are actively considering entering
as MVNOs on the Thai market. Most of them
have large existing customer bases and distribution in place,
some have loyalty programs, which would suit
perfectly with prepaid mobile offers - and others, have tailored
services, which cater to a unique specified
target.
One thing they all have in common is that none of them has
launched an MVNO in Thailand yet. We speculate
that they may be prevented from launching their MVNOs by a
combination of host networks inability or
unwillingness to assist, or a lack of telecom/MVNO
experience.
This is where ONE DEVLEOPMENT comes in, as a new generation of
MVNA/MVNE. We not only provide a
technical platform with billing, real-time CDR, Custom Relation
Management etc. but, perhaps more
importantly, we provide telecom and MVNO experience in defining,
launching and operating successful
MVNOs, combined with retail and distribution experience in the
Thai market, and with the right tools to meet
and analyze the targets.
If it were only a question of having a technical platform, these
aspiring MVNOs could have launched 5 years
ago. However, running a successful MVNO requires far more than
simply buying/renting a technical platform,
and wait for the customers to come.
EXAMPLE: THE MVNO 168 OPERATOR LIGHT
The Thai MVNO 168 (Formerly known as 365 Communication) recently
announced it would launch as a MVNO
on CAT Telecom in Thailand. The team behind 168 announced it
would spend THB 3.5 billion on marketing the
MVNO the first year, targeting 2 million subscribers in the
first year, and 10 million within 4-5 years.
CAT Telecom announced it had signed an agreement with a MVNE
technology platform to cater such MVNOs.
The MVNO announced they would introduce a 24-carat gold plated
iPhone to their customers. At the same
time, they would offer low priced handsets to its customers,
through one of its investors, which are selling low-
end, no-name Chinese handsets. What is clear from the above is
that, sadly, 168s approach is all over the
place. If they have a marketing plan, it is based on a normal
mobile operator = one-size-fits-all, casting the net,
hoping to catch anything. On one side they aim for high-end
segments with a gold plated iPhone, while at the
same time they aim for low-income segments by offering no-name
Chinese handsets.
The numbers do not add up, e.g., 2 million net additions in year
1, compared to DTACs net additions of
1,624,000 in 2013 and 66,000 in 2014. The target of 10 million
subscribers within 5 years means that 168
would achieve a market share, more than 10 times bigger than its
host network operator currently has.
This has nothing to do with an MVNO plan but appears to be a
dream of being an Operator Light. Unless
drastic changes are made to their plans, it will leave the host
operator with nothing but a paid up deposit and
few additional subscribers. If CAT Telecom, or indeed 168
itself, had been able to get guidance from an
MVNA/MVNE with experience in MVNO launches these deficiencies in
their plans would have been pointed out
from the start.
Luckily, for the time being, the National Broadcasting
Telecommunications Commission (NBTC) rejected 168
Communication's request reasoning that the company had no clear
strategy to secure targeted users.
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ONE DEVELOPMENT is the next generation, independent, Mobile
Virtual Network Aggregator and Enabler
(MVNA/MVNE) with hands-on experiences from both MVNO and Mobile
Network Operations worldwide.
DIGITAL ECONOMY - IoT and M2M
With Thai consumers increasing reliance on mobile broadband, the
governments policy on Digital Economy,
and the technology and service evolutions in the industry (e.g.,
the emergence of Internet of Things (IoT) and
M2M communications), there are attractive and viable business
opportunities and market segments for new
players to enter as MVNO in Thailand.
The introduction of new MVNOs and innovative service offerings,
will inject greater vibrancy into the Thai
mobile landscape, in line with the vision of building Thailands
Digital Economy.
Research firm, Frost & Sullivan, expect the IoT market will
be one of the fastest-growing technology segments
in Asia-Pacific. Overall spending on IoT in the region reached
U$9.96 billion in 2014.
The market is expected to continue growing at a compound annual
rate of 34.1% to U$58 billion by 2020 and
Thailand, India, Malaysia and Indonesia will be among the
fastest-growing IoT markets in Asia-Pacific during
2014-17.
MVNEs and MVNOs have played a pivotal role in the early
development of the M2M market and will continue to play an
important role.
Some of the M2M MVNOs today include Panasonic, Aeris
Communications, Numerex, Wireless Maingate, Wyless, MobiquiThings
and KORE where the latter provides connectivity to 3.2 million
devices and manages another 500,000 under its agreement with car
manufacture Audi.
Fundamentally, MVNOs - as with normal mobile services - are
likely to find the most success focusing on the
more specialized, niche segment of the M2M application market
and utilizing their expertise and capabilities
to bring more complex applications to market. In addition,
forming a tighter collaboration with MNVEs to help
with quicker on ramping of devices onto the MNO networks is also
likely to prove successful for the MVNOs.
The current MVNOs in Thailand have been less than successful,
and the key question is whether the Thai
market can support MVNOs and grow despite the opportunities
identified.
It ultimately, comes back to the fundamentals of what makes for
a successful MVNO: a proposition that
resonates with the customer, a cost effective channel to market,
brand awareness, service and simplicity.
ONE DEVELOPMENT
WE CONNECT THAILAND www.weconnectthailand.com
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