Do mobile operators need an MVNO or sub brand to target the youth market?

Published by: Youth Research Partners

Published: Aug. 1, 2012 - 14 Pages


Table of Contents

1.Cover
2.Licensing and Copyrights
3.In this briefing
4.Executive summary
5.More than 1000 MVNOs and sub-brands in the world
6.MVNOs account for 3% of global subscribers
7.Global MVNO and sub-brand trend is driven by 3 key youth behavior myths
8.Tracfone: Keeping it simple for customers to own and use a mobile phone
9.Ting Mobile: Giving customers control by providing transparent pricing & billing service
10.FreedomPop: a data only MVNO woos customers with innovative products that reduce risk of isolation
11.Youth are most influenced by peer recommendation, not advertising
12.Good experience with the brand leads to recommendation from young customers
13.Good experience with mobile operators depends on quality of customer care and service
14.Need more insights and data?

Abstract

There are more than 800 MVNOs and more than 200 mobile sub-brands around the world - most of them targeting young customers with niche products and offerings. But do mobile operators need MVNOs and sub-brands for the youth market? To answer that we need to explore what do young people want from mobile operators. This briefing answers the following key questions on youth focused MVNOs and sub-brands:

1.Do cheap tariffs, deep discounts and free products really attract young customers?
2.Does branding an MVNO or sub-brand as a lifestyle brand help win the youth market?
3.Should an MVNO or sub-brand spend big advertising dollars to win youth attention?
4.How can mobile operators effectively acquire and retain young customers?

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