MVNOs (Mobile Virtual Network Operators) are companies that need to establish a strong and solid marketing strategy. MVNOs are competing against established mobile network operators (MNOs), as well as against other MVNOs. The ones with the best marketing strategy prevail.
We have seen tremendous success in Asia with our M-Family platform together with a local operator and wanted to share the idea of our Family First Marketing Strategy.
When it comes to marketing and pricing strategies, MVNOs have several options to consider. Here are some points to consider.
Target Market: Clearly define your target market based on demographics, psychographics, and mobile usage patterns. Determine the specific customer segments you want to reach.
Differentiation: Identify what sets your MVNO apart from the competition. This could be Family First, lower prices, customer service, or value-added features. Highlight your differentiator in your marketing messages to attract customers.
Branding: Develop a strong brand identity that resonates with your target market. Create a compelling brand story and communicate it consistently across all marketing channels. Emphasize the benefits customers can expect from your MVNO, such as Family Operator, affordability, and flexibility.
Value Proposition: Clearly articulate your value proposition to customers. This could be One Contract - All Family, cost savings, flexible plans, innovative features, or exceptional customer service. Highlight the advantages of choosing your MVNO over traditional MNOs or other MVNO competitors.
Pricing Strategy: Determine your pricing strategy based on market research, cost analysis, and competitive positioning. Consider offering competitive pricing. bundled services such as Mobile Plan for the entire Family - no surprises.
Promotions and Incentives: Use promotional campaigns and incentives to attract new customers and encourage loyalty. Consider offering discounts such as under 10 years kids for free, referral programs, or special deals on devices or accessories. Leverage social media, email marketing, and targeted advertising to reach potential customers.
Distribution Channels: Determine the most effective distribution channels to reach your target market. Consider partnering with retailers, online marketplaces, or digital platforms. Additionally, explore direct-to-consumer sales channels such as your website or mobile app.
Customer Experience: Focus on providing an excellent customer experience to differentiate your MVNO. Invest in responsive customer support, intuitive self-service options, and easy-to-understand billing. Utilize customer feedback and data analytics to continuously improve your services.
Partnerships: Explore strategic partnerships with other companies or brands to enhance your offerings or expand your reach. For example, you could partner with content providers, device manufacturers, or retailers to offer exclusive benefits to your customers.
Data-driven Approach: Utilize data analytics to gain insights into customer behavior, preferences, and trends. Leverage this information to optimize marketing campaigns, personalize offers, and refine your pricing strategy.
Remember that MVNO marketing and pricing strategies should be agile and adaptable. Continuously monitor the market, evaluate your performance, and make adjustments as needed to stay competitive and meet customer expectations.
Marketing Strategy: Targeting Families
When targeting families with your MVNO marketing strategy, it's essential to consider their specific needs, preferences, and pain points. Here are some key points we considered when developing a marketing strategy to appeal to families:
Family-Focused Messaging: Craft your marketing messages to highlight the benefits and value your MVNO offers to families. Emphasize features such as shared simplicity, data plans, affordable family packages, and the ability to track and manage multiple lines. Focus on how your MVNO can simplify and enhance their mobile communication needs as a family unit.
Value and Affordability: Position your MVNO as a cost-effective solution for families. Emphasize competitive pricing, discounts for multiple lines, and bundled services. Highlight how your offerings can save families money compared to traditional MNOs or other MVNOs. Showcase any family-centric promotions, such as free lines for additional family members or reduced rates for children's lines.
Educational Content: Create and share educational content that addresses common concerns or challenges faced by families. This could include articles, blog posts, or videos that provide tips on managing children's mobile usage, online safety, or technology-related topics. Position your MVNO as a trusted resource for family-related information.
Targeted Channels: Identify the most effective digital channels to reach families. This could include family-oriented websites, parenting blogs, social media groups, or local community events. Consider partnering with parenting influencers or organizations that align with your target audience to expand your reach.
Community Involvement: Engage with local communities and family-oriented organizations. Sponsor or participate in family-friendly events, support local schools or youth programs or collaborate with family-focused charities. Show your commitment to families and build trust within the community.
Customer Testimonials: Share testimonials or success stories from satisfied family customers. This can help build trust and credibility with potential customers who can relate to the experiences shared by other families.
Personalization and Convenience: Offer personalized plans or add-ons tailored to the needs of individual family members. Allow families to customize their plans based on their specific requirements, such as data limits, content access, or international calling options. Ensure that your MVNO's customer service is readily available to address any questions or concerns that families may have.
Remember, it's crucial to continually evaluate and adjust your marketing strategy based on feedback and insights from your target market.
We have achieved 400,000 subscribers in Vietnam in less than two years, right now the service is growing by 10,000 subscribers /month. We are searching for new opportunities to launch. We have the necessary platform and the App as well as the necessary integration and go-to-market know-how. If you are an MNO or MVNO interested in launching mobile plans directed to families, please don't hesitate to contact us (Joint Ventures & Marketing: janne.sivula@emblacom.com)
