Our customer is a well-established Mobile Network Operator (MNO), providing mobile services in the Scandinavian region. Its offers serve both consumer and business customers, and it has built a strong brand and reputation in the decade since launch.
While the MNO has a strong market position, growing market competition had eroded its appeal to some segments – particularly consumers with greater price sensitivity.
The MNO decided to create an MVNO offer – a fighter, or second brand – that would operate independently, and which could be used to target these price-sensitive consumers.
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