Developing A First Class Brand Utilizing A MVNO

 

Some state that the branding of the Mobile Virtual Network Operator (MVNO) is among the most significant factors from the overall marketing mix which will determine the best success from the venture. Frequently reference is built to Virgin’s extension of their brand into Virgin Mobile.

 Obviously getting a powerful brand in the start is a superb advantage if you're lucky enough to maintain that position. However among the great disadvantages of the existing brand is its brand legacy and also the start-up costs unquestionably associated with the needs of the model of camera owner.

 The MVNO Services market has proven that you'll be able to create brand new brands once the underlying proposition is powerful enough excellent these include Lebara Mobile and OmegoMobile.

 Within the situation of Lebara Mobile the proposition, focused at new immigrants to some country, offers highly discounted worldwide calls allowing the client to reside in inexpensively. Even though the brand is distinct it's not descriptive from the service. Lebara Mobile produced their brand initially within the Netherlands, gaining around 5% from the pre-compensated client base in 3 years then they increased to six other Countries in europe.

 Omego Mobile, the cell phone for children , a cell phone solution allowing parents to manage whom so when their kids are in touch with utilizing a cell phone, produced their brand on your own. The company is clearly fresh and vibrant.

 Easy Group’s entry in to the European mobile business using the Easy Mobile brand was predicted by many people is the next Virgin Mobile, it'd most of the same elements. A powerful existing logo and a proposition that were proven elsewhere in Europe. However, Easy Mobile unsuccessful, the simple brand unsuccessful to increase towards the mobile business. The reason why with this failure are complex, yet it's obvious the MVNO proposition wasn't sufficiently strong to translate across Europe.

 In conclusion, it's clearly not essential to affiliate a significant existing brand having a MVNO, it's however necessary with an extremely strong consumer proposition - without or with a powerful brand.