Mobile Network Operators (MNOs) know that what they have to offer isn’t always for ‘everyone’. Their main brand offering can’t (and doesn’t) appeal to everyone; there will be bits of the youth, highly specific demographic or ethnic markets, who may not gravitate towards them.
The case might be that your current proposition appeals to 60% of your target market, while the remaining 40% is resistant to your charms.
How do successful MNOs come up with new propositions that help them gain additional market share and broaden their appeal?
If you’re not happy with letting that missing market share go to your competitors, you’ll need to start thinking about a second brand.
What’s a second brand?
The idea of the so-called second brand is nothing new in mobile. Nimble, effective developments by brands in niches like discount, youth or vertical businesses have been a continual feature of the marketplace. But the process for doing so has never really been automated and optimised. It can be a real struggle to be as nimble with second brand market entry and operation.
Another disruptive factor is the emergence of whole new markets in mobile, like specialist B2B, IoT and content plays. One fast-expanding new ecosystem here is the 5G applications market for enterprise and industrial segments. This on its own will be worth more than $35 billion globally inside of five years.
How can you take advantage?
To take advantage you’ll need some smart, targeted help. That’s why Enghouse Networks has focused years of second brand and MVNO expertise in a new set of services. These are aimed squarely at any operator or brand seeking to take advantage of these opportunities, as well as those wanting to improve their existing second brand business models.
Our new paper gives you all the insight you need
Our new paper, MVNO second brands: How to create a new breed of mobile services at low-cost, but maximum profitability, explores the opportunities and challenges of creating a bespoke second brand that can reach the consumers your current branding is missing.
In this paper we show how we can help you make your second brand a fast, repeatable and profitable move. We want to inspire you to take up the opportunities that autonomous sub-brands can give, strengthening your business’s agility and competitiveness in the process.
Second brands can be a low-cost, relatively risk-free option that reduce the risks inherent in launching a new operation.
Learn More
At Enghouse Networks, we will be on hand with all the services you’ll need to make a success of your second brand. With everything from business support systems, to great tech like virtualised switching, we will help you choose from an extensive range of test and soft launch options, ensuring everything you need is at your fingertips. We offer a complete MVNO solution to brands of all sizes and backgrounds, covering business operations, network integration and more.
What’s more, we’re highly experienced, with a diverse and expanding portfolio. We’re already trusted to deliver to more than 100 MVNOs who depend on Enghouse Networks’ easy cloud-based automatic setup, self-care, and customer care interfaces. Why not join them?
