MVNO Nation Live: A Global Gathering for Mobile Providers

Last week, members of the mobile community from across the globe gathered in Alicante, Spain for MVNO Nation Live, a 3-day event packed with expert speakers, debates, networking, a lively exhibit hall, and a global awards ceremony. After a great experience at the US event in May, I looked forward to attending this year’s international version, and it did not disappoint. The conference is put on by MVNO Nation, led by Ewa Campbell, and it is one of the most intentional and well-organized events I have attended. Having focused consulting work exclusively in the US up until now, I welcomed the opportunity to learn about other markets.  In case you missed it, keep reading for a recap of key themes and takeaways from this year’s MVNO Nation Live gathering.

eSIM Adoption is on the Rise – But the Jury is Still Out on Churn Impact

Between the rise of eSIM-exclusive devices and the launch of a smattering of digital, eSIM-only MVNOs, in some ways eSIM adoption feels like old news in the US. However, Pablo Iacopino with GSMA Intelligence reminded us that global eSIM adoption currently sits at just 5% (although it will likely rise to over half by 2030). One of the widespread assumptions made about eSIM is that it reduces switching friction for the consumer, presumably increasing churn risk for MVNOs. Interestingly, there was contradictory evidence presented at the event on whether this is the reality or not. We heard from GSMA that eSIM adoption has no evidence of increasing churn in the US, yet we heard from an operator that eSIM adoption has increased their churn rates. Time will have to tell which is true across the board.

The Number of Competitors Dictates Market Dynamics

One of my key takeaways regarding global MVNO markets was the wide variation in the level of competition. It almost goes without saying that dynamics in Argentina, where there is one MVNO called imowi, must be vastly different than in the US, where there are over one hundred MVNOs.

In markets with fewer operators, it will likely be more challenging to secure a wholesale agreement and launch. However, the pressure to deliver exceptional differentiation and value to subscribers may not be as strong as it is in more crowded markets. In these less competitive environments, offering a simple, affordable mobile connectivity option may still be enough to be successful.

The MNO-MVNO Relationship is Complicated

Are MNOs and MVNOs partners or competitors? Is the relationship symbiotic or parasitic? The reality is that the relationship is nuanced, and sometimes, it’s a little bit of both. Let’s not forget that MNOs allow MVNOs to exist, and that power dynamic will never disappear. At the event, I heard different perspectives on whether MNOs “owe” MVNOs loyalty or not. What may not have been explicitly stated but is implied in this debate: as an MVNO, the goal must always be to target customer segments that the MNO does not or cannot reach. This is how we keep the relationship as symbiotic as possible, which translates to more favorable wholesale terms and better technical support for the MVNO.

Your OSS/BSS Relationship Can Empower You or Hold You Back as an MVNO

As expected, there was a strong presence of OSS/BSS providers at MVNO Nation Live this year. As multi-solution technology platforms for MVNOs, these companies are at the forefront of innovation in the industry. The fact that there is such an intimate relationship between an MVNO and their primary technology partner can be positive or negative for the operator depending on the level of innovation spearheaded by their partner. Encouragingly, we heard from OSS/BSS providers at the event about how they are driving additional value for MVNOs in areas such as customer journey mapping, AI implementation, operations management, and more.

Create Customer Value at all Costs

The gospel for an MVNO: Determine the real value you can create for your subscriber base above and beyond simply providing connectivity. Ensure that value is enough to overcome the friction associated with switching providers. Of course, this concept is not new for MVNOs, but it was voiced by many speakers across many sessions at the event, and I could not leave it off. Especially in the emerging era of AI, MVNOs must focus on a standout customer experience at all costs, which means striking a delicate balance between the efficiency created by technology and authentic, human touchpoints where they are required.

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I opened the sessions at the event with an analogy that referenced the devastating wildfires that rocked my home city of Los Angeles earlier this year:

“It’s amazing to think that a wildfire with the strength to burn 25,000 acres starts because of one, single spark. There could be hundreds of sparks that fly into the night and never take hold. But then one, given the right conditions, can start a fire that impacts an entire city.

There’s a very specific reason that I love working with MVNOs. In the telecom industry with large, behemoth MNOs that are often bogged down in their corporate infrastructure and politics, MVNOs are different.  They’re smaller, nimbler, and able to drive innovation.

MVNOs can adopt and implement tools quickly. They can build a campaign, target a specific customer segment, and release an offer in a matter of weeks. They can produce and deploy exclusive content and perks to their subscribers in a matter of days. 

MVNOs are the sparks – Trying, testing, experimenting, innovating.

And of course, there will be lots of sparks that fly and never take hold. But then – there are one or two that land in the right brush, catch a gust of wind, and whoosh – They start a wildfire with the strength to change the course of an industry.”

Based on my experience in Alicante, my gut says there were one or two of those sparks in that room. Let’s see if they catch on.