How to Reach Customers (and Deliver Our Message)
Across my various posts on this blog, I have highlighted several aspects that I find particularly interesting within the MVNO ecosystem. One recurring theme has been differentiation as a fundamental factor for the success of a mobile virtual network operator.
Differentiation undoubtedly comes through multiple channels. In this post, I want to focus on a new approach to communication that I see increasingly in day-to-day practice: the use of video to reach users through topics designed to capture their attention first, and only then introduce new offerings and highlight the benefits of services.
Let’s look at a few examples.
I will focus on a couple of cases in Spain and then briefly analyze what I found on YouTube, which has become the leading platform for sharing video content.
I’ll start with the original staging and presentation style of Jaime Plá from SUOP, who began a video series several months ago analyzing the cost of many everyday services. His examples are as creative as they are eye-catching: the cost of Vigo’s Christmas lights, the annual cost of using a microwave, and more.
And, of course, one cannot fail to mention his unmistakable jacket.
This approach has led to appearances in multiple press articles, providing SUOP with very interesting visibility in the national market.
https://lacalculadoradejaime.suop.es/prensa.html
Another national example can be found at Airenetworks and its Women’s Week initiative, where the company introduces solutions such as Airesat and showcases its presence at various events.
In another video, the major blackout experienced in Spain, without entering into a discussion about its causes, is used as a narrative hook to draw the attention of potential users toward other services offered by the company.
All of this prompted me to run a simple search on YouTube using the keyword MVNO. The results include some sponsored links, along with a strong dominance of MVNO Nation videos appearing in the top positions.
Our colleague Jihane prominently featured, a coincidence? But let’s look at the data: while the channel’s subscriber count is not particularly high, a closer look using analytics tools shows that view counts have also remained relatively modest.
When exploring other channels, we can identify various series that have become inactive over time.
It is noteworthy that even an organization like the GSMA does not reach 200 views on its latest video content. (1309) Global MVNO Market: Key trends, eSIM growth & new opportunities (20-minute analyst briefing) – YouTube
A search on a trend-driven platform like TikTok produced little improvement in terms of results.
All of this leads us to reflect on the most effective communication channels for reaching our ecosystem and our users. Perhaps personal communication, word of mouth, and a more human connection remain the most powerful tools. Within our organization, we continue to place our trust in direct, personal interaction as part of our day-to-day work, viewing it as the strongest guarantee of reaching an audience that truly aligns with our value proposition.
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